Helping 75 new patients find treatment at Icon Cancer Centre in 12 months
Icon Cancer Centre is a network of private cancer treatment and Oncology centres throughout Australia and Asia that offers Radiation Therapy and Oncology services.
Icon had been receiving a steady stream of inbound patient interest but wasn’t getting the right number of higher-value patients. So instead of being able to service the patients they wanted to, their limited resources were spent servicing lower-value patients.
We set out to actively provide them with fewer leads, instead pivoting the focus towards better types of leads, thereby reducing wastage and improving the quality of the enquiries that they did get.
To achieve this, we reviewed years of data (both internal and external data sets) to develop a highly optimised and targeted Google Ads campaign that focused on specific cancer types and search terms.
Any leads we got were then vetted using a form that was continuously A/B tested and iterated upon to maximise the number and quality of throughput.
We also implemented an SEO strategy that focused primarily on technical audits and optimisations.
Results
- Having a large pool of clean historical data was extremely useful in determining which keywords to target for GoogleAds campaigns.
- We saw a signficant boost in form submissions after reducing the amount of content displayed on the form page.
