Doctors Providing TMS & ECT For Depression
This client has multiple locations that offer Transcranial Magnetic Stimulation (TMS) and Electroconvulsive therapy (ECT). These therapies can provide improvements for severe mental health issues.
Severe depression, treatment-resistant depression, and mania are just a few of the mental health issues they provide treatment for.
Challenge
The challenge in the market comes down to four major hurdles:
- Search Traffic
- Legal Constraints
- Insurance Rules For Treatment
- Subject Sensitivity
- Clients belief in traditional media
Search Traffic
Google Search can provide high-intent traffic to a website. However, the broadest keywords have very little search impressions for this clients service.
Subsequently, if we focus on high intent keywords, we would eliminate top of the funnel patients.
Google search traffic for TMS and ECT related terms average around 300 impressions per month.
Search queries related to depression treatment average around 100 per month.
Where as a non-related queries such as antidepressants average around 850 impressions per month.
After research, we found depression help is not something that is typically searched for in their service area. Additionally, TMS and ECT therapy is not a well known therapy.
Another issue with search traffic is the type of person they are trying to help. The brain is the part of the body that is injured and needs treatment.
You might be a qualified candidate, however, you may never actually search for solutions.
Legal Constraints
The HIPAA Privacy Rule gives individuals important controls over whether and how their protected health information is used and disclosed for marketing purposes.
Subsequently, Google Remarketing could not be used. Additionally, review and testimonials cannot be used without explicit consent.
Insurance Rules For Treatment
The treatment is covered under insurance under very specific conditions. Below are a few of the conditions.
First patients are required to try multiple prescriptions.
During this time the patients must be under the care of a physician.
Finally, before treatment can begin, a doctor or therapist must refer patients for this treatment.
Subject Sensitivity
Talking to someone about getting depression is difficult. The subject matter can be tricky because the end user has to accept they need help first.
Empathy is paramount for this subject matter.
Clients Belief In Traditional Media
One of the doctors had negative experiences with digital marketing in the past. Subsequently, the doctor believed radio and print was the only way to attract new business.
We come across this type of thinking all the time. When we think of what marketing channels we want to include, we think about intent.
It is not that radio or print is a bad channel. The advertising channels are designed for demographics and location.
This focus of this service is based on triggers. In other words, something has to happen in order for the service to be needed.
Demographic data is correlation whereas trigger data is causation.
Findings From The Marketing Audit
Heavy use on traditional media such as radio and print.
Monthly Ad Budget: $5000
Monthly Calls: 14
Average Cost Per Call: $357.14
Solution
Develop a HIPAA compliant Google Ads campaign. Focus on Google Ads Search, Display, and DSA (Dynamic Search Ads). Remarketing i s not available for this industry according to Google compliance guidelines.
Create a mobile friendly landing page that includes a social proof. Focus the mobile version of the website with click-to-call.
The computer version of the website will provide more information and have the ability to submit a consultation request through the website.
Results
Monthly Ad Budget: $5000 (0% Change)
Monthly Calls: 114 (Increase of 614.29%)
Average Cost Per Call: $41.30 (Decrease of 88.44%)
