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About the Client
Carolina Digestive Health Associates provides gastroenterology care to patients age 16 through adult seniors. The goal for the center is to provide patients, referring physicians, and the community with the highest, most comprehensive quality of gastroenterology care. This physician group has been serving the Charlotte, NC metropolitan area for over 25 years. Carolina Digestive Health Associates offer 14 accredited gastroenterologists that provide service at eight conveniently located offices as well as at five award winning endoscopy centers accredited by the AAAHC. Carolina Digestive Health participates with all major insurance carriers in the area and maintains privileges at all area hospitals.
"They accommodate us and are able to help us achieve our strategic marketing goals." - Carolina Digestive Health Associates
The Challenge
Measuring the ROI of their paid advertising campaigns.
Carolina Digestive Health Associates was managing their own paid ad campaigns and began to question their effectiveness. They realized they were missing a way to determine the ROI. They engaged BOS Digital to help them manage and measure their campaigns.
The Solution
BOS Digital implemented proper campaign tracking and began to manage the ads on Facebook, Instagram and Pinterest.
Upon reviewing Carolina Digestive Health Associates assets, BOS Digital identified the following:
- Conversion tracking was not in place inside the advertising platforms which limited CDHA’s ability to measure their campaign ROI.
- Audience targeting did not align with their demographics of women 35 years and older women, living in the Charlotte area and responsible for food/health related decisions for their families.
- Ads were not being managed effectively leading to ad spend being wasted on under-performing campaigns.
BOS Digital implemented proper tracking, set up campaign structures aligning with CDHA’s target audience and took over managing the ad campaigns. Carolina Digestive Health Associates was made aware of the adjustments to guarantee complete transparency and ensure the CDHA team understood the importance and value of what BOS Digital executed.
The Results
200 new patient calls were generated in 7 months and successfully tracked to the ad campaigns on Facebook, Instagram and Pinterest.
With proper ad campaign setup, tracking and management, BOS Digital helped Carolina Digestive Health Associates quantify conversions and associate revenue directly to their advertising dollars.
With the help of BOS Digital, CDHA is now in a position to confidently run paid advertising campaigns that convert and to pivot any that aren’t producing an ROI.