Geneva Woods Ear, Nose & Throat
Targeted Facebook ads to patients with Premera Blue Cross Blue Shield.
108,000 people -about 14% of Alaska’s entire population saw the ads.
7,700 people clicked through to Geneva Woods’ website.
Visit Live Site The Client:
Geneva Woods Ear, Nose & Throat was founded in 1976 with the goal of providing the highest quality medical care for their patients throughout Alaska. With clinics in Anchorage, Wasilla, Kenai, Homer, and Kodiak they are a convenient option for Alaskans that are employed in industries that keep them on the move. Geneva Woods ENT has the benefit of being located in the same medical-surgical complex as Geneva Woods Surgical Center, a surgical facility that specializes in outpatient surgery. This facility has state-of-the-art equipment for anesthesia, carbon dioxide laser surgery, otologic surgery, cosmetic and reconstructive surgery and other ENT/head-neck surgical procedures.
Despite their location and wide presence throughout Alaska, their presence online was minimal at best. Their only form of social media was a default ‘location page’ on Facebook. These pages do not allow for the proper interaction or control of information, unlike a full-fledged Facebook business page. In addition, Geneva Woods had become a preferred provider for additional insurances but their conventional methods for spreading the news (postcards and email) were falling flat. Our first step was to create a business page with ample information about who they are, where they are located, what services they provide, and what insurance they accept. We also made sure to specifically target informative ads to patients with Premera Blue Cross Blue Shield because Geneva Woods is a preferred provider as well as in-network for Cigna and Aetna. It was important to provide the public with this information to allow them to make an informed decision about their care.
By developing targeted ads to be shown in the areas of their clinic locations, we were able to reach an audience of over 108,000 people which is about 14% of Alaska’s entire population. These targeted ads introduced the audience to the highly-trained and dedicated physicians at Geneva Woods and explored the areas of the practice. Building this reputation online was vital to enriching the relationship between Geneva Woods and its patients. We also made sure to specifically target previous and existing patients for which Geneva Woods is a preferred provider. People were inspired to comment on the exceptional care they received, and the respect and admiration they have for the physicians and staff at Geneva Woods. Over 7,700 click-throughs to Geneva Woods’ website were achieved through these ad placements, which is a click-through rate of over 7%. This percentage is over 756% higher than the industry average of 0.83%.