John Muir Health – Digital Advertising
Boosting appointment booking calls by 1600% with dynamic budgeting.
Challenge
Because of mismanagement, the lowest value goal was consistently consuming a majority of the available budget, effectively precluding the higher value, specialty appointments the client needed.
John Muir Health is a regional healthcare system in the San Francisco Bay area. Their goal was to increase the number of appointments set for two specialty areas that could drive significant financial return: pediatrics and obstetrics. When we started working with John Muir, they had significant capacity available to take on more patients in those areas—but were having difficulty driving appointments through digital advertising campaigns.
270%
Increase in calls to book appointments for pediatrics
1600%
Increase in calls to set appointments for obstetrics
50%
Decrease in cost per call
Approach
After a thorough audit, we realigned campaigns and budgets to target high-value specialties.
Our team started by auditing and analyzing John Muir’s current campaigns. We found a major issue with how the campaigns were structured and managed. The campaigns were set up to achieve multiple goals, including lower-value goals, with one budget for all. The budget was being consumed almost entirely by the lowest-value goals—leaving little left over to spend on priorities like pediatrics and obstetrics.
Outcomes
By optimizing campaigns and budgets, we increased John Muir’s high-priority appointment calls over 1600% while cutting cost per call in half.
To fix it, we restructured to have discrete campaigns focused on each goal and rebalanced the budget to emphasize the highest-value outcomes John Muir wanted to drive. This helped expand the reach and footprint of the campaigns. In addition, we carefully set up geographic targets that aligned with John Muir’s service area to improve relevance to potential patients
“We’re just thrilled. The Wheelhouse team has shifted our paradigm. They’ve done a great job of bringing us along.”
– Yolanda Canny, Director of Physician Marketing, John Muir Health
