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Healthcare paid advertising

New marketing ideas attract new patients

Illinois Bone & Joint Institute hired TBH Creative to help them stand out in Chicago’s competitive orthopedic provider marketplace. They needed help creating a strategic plan bolstered with fresh marketing ideas to fix user experience and tech debt issues left over from previous efforts.

4x Gold Aster Award winner; 1x Silver Aster Award winner
Collage of IBJI web designs

Marketing strategy

Where do you start when everything needs work?

Challenge—

The IBJI marketing team reached out to TBH Creative under duress and had stopped all advertising due to wasted spend and lack of results. Without a strategic plan and reporting to help guide advertising efforts, they were “putting out fires”. IBJI knew there were things to fix and foundational assets to create. They needed support and a new approach.

Solution—

TBH Creative started by auditing all of IBJI’s existing marketing materials, researching the competition, and talking to stakeholders about priorities and patients about their needs.

Then, we worked with IBJI to develop a three year plan to promote their top service lines and opportunities, all within the defined budget. The strategy included completing upfront work to fix critical issues and “quick wins,” setting up reporting systems and establishing baselines, and preparing for longer-term plans. We worked side-by-side with IBJI’s internal team, and we split the workload to complete the objectives.

Read a Q&A with the client

Results

Year over year increase in online appointment requests - 35% increase in year 1, 101% increase in year 2, and 25% increase in year 3
300% increase in calls per month
On-time, on-budget project delivery

Services

Analytic Reporting Content Creation Creative Services Email Marketing Inbound Marketing Paid Advertising Search Engine Optimization Video Services Web Content Creation Web Design & Development Website Planning
IBJI content offer sample – knee pain guide
hip area on a xray
person holding hip in pain
IBJI location page on mobile screen
IBJI logo watermark

Lead generation and conversion optimization

How do you get patients to make an appointment?

Challenge—

Every patient is different. Sometimes people have injuries that require immediate care. Other times folks live with pain and delay getting treatment. We developed a flexible marketing strategy—based on persona research—to reach (and help!) individuals, no matter where they are in their patient journeys.

Solution—

TBH Creative helped IBJI establish paid advertising to promote their OrthoAccess locations that provide care to people with injuries and other acute conditions. For chronic pain treatments, we worked with IBJI to plan and execute comprehensive campaigns that included search engine optimization and inbound strategies, as well as the development of assets to support patients.

Results—

  • Double impressions, clicks, and contacts at a lower cost per click with an 80% ad spend increase in 2022
  • 300% increase in monthly calls to office locations
  • 41% average email open rate and 22% click-through-rate for all automated nurturing emails
  • 28% landing page conversion rate across campaigns

The national average healthcare metrics for emails is 23% open rate and 5% click-through-rate. The national average healthcare metrics for landing page conversion rate is 6%.

IBJI Facebook Ad – Avoid the ER – family
IBJI Facebook Ad – Avoid the ER – worker
IBJI Facebook Ad – Avoid the ER – children
IBJI Facebook Ad – Avoid the ER – elderly
IBJI Facebook Ad – Avoid the ER – winter
IBJI Facebook Ad – Avoid the ER – physician
IBJI Facebook Ad – Avoid the ER – youth basketball
IBJI Facebook Ad – Avoid the ER – hockey
IBJI home page web design
Hip pain campaign pillar page
Physician bio page
Location detail page
News & patient stories list page
OrthoAccess landing page
Visit website

Website development

How do you fix major tech debt and improve user experience on a budget?

Challenge—

When TBH Creative started to work with IBJI, its website was still relatively new, but when we took over its management, our developers noticed critical issues with the build. New bugs were identified monthly, and the core plug-in that the IBJI site was developed on was no longer being supported. Additionally, our team noticed a significant drop in organic traffic with the release of Google’s 2021 core web vital search engine optimization ranking factor.

Solution—

TBH Creative’s work on the website included creating mobile first designs for key pages, restructuring the confusing resource system, improving the layout of physician profiles, and rewriting (and expanding) top-level service line pages.

On the technical side, our website work included recoding the site to remove tech debt and problematic plug-in dependency, as well as improving speed, incorporating accessibility best practices, and developing new responsive layouts.

Results—

Within three months of launch, all analytic base metrics were up by 10% or more across the board (compared to all periods of the former versions of the site).

  • No bugs since the site’s “go live”
  • Launched the project on time and on budget
  • Improved all core vital scores
  • Reduced website load times by 50%
  • Reduced plug-in usage and dependency by 65%
IBJI home page mobile web design
IBJI website services page tablet preview

Testimonials

“We’ve really come to fully trust the TBH Creative team, their recommendations, and their overall strategies when it comes to our digital campaign initiatives. They’ve taken the time to get to know IBJI, as well as our distinct challenges and objectives, to craft campaigns that are not only based on best-practice knowledge but also fine-tuned to get the best results with our specific targets in our region.”

Maggie Sketch
Maggie Sketch
Former Senior Marketing Manager

“Working with TBH has been an absolute pleasure! Their highly skilled team has experts across all areas of marketing, and their initiatives consistently deliver exceptional results. Their team fosters innovative, creative ideas and helps to develop strategies that truly move the needle. What sets them apart is their responsiveness and ability to solve problems quickly and effectively. They don’t just feel like an outside agency—they operate as a true extension of our team.”

Emma Chandler
Emma Chandler
Marketing Manager

“TBH Creative is wonderful to work with! The TBH team, led by Tatum, is friendly, responsive and forward-thinking. They understand healthcare and our business goals. By relaunching and redesigning our website, plus managing digital advertising, SEO and more, it led to increases in conversion and efficiency across our organization. As part of a small marketing department, it’s helpful that TBH could jump into our account without any hand-holding. They are great at what they do!”

Nick Sarantakis
Nick Sarantakis
Former Marketing Manager

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