Driving performance for one of Victoria’s largest private hospital groups.

Epworth HealthCare Group

Epworth engaged us to help make some much needed improvements to their digital marketing performance in order to attract more patients to their clinics.

Background

Epworth HealthCare is Victoria’s largest not-for-profit private hospital group, renowned for excellence in diagnosis, treatment, care and rehabilitation. They are an innovator in Australia’s health system, embracing the latest in evidence-based medicine to pioneer treatments and services for their patients.

























Our approach

We spent time with our clients at Epworth to gain a deep understanding of the organisation’s challenges and aspirations, so that we could deliver a Google Adwords strategy that appropriately segmented and targeted their service areas of focus.

What we found

What we did

Lack of structure

As one of Victoria’s leading not-for-profit private hospital groups, Epworth operates a number of hospital and care services throughout Victoria. Without coherent, organised, and clear structure, they were unable to segment and focus their service areas.

Poor structural foundations

There were several issues that made the data inaccurate for making any vital business decisions. We discovered that their conversion tracking was not correctly set up, resulting in underreported leads and added no value in understanding how the campaigns were performing.

Website audit

To set a solid foundation for improvement, we carried out a complete audit and restructured Epworth’s campaigns by organising each of their services into properly refined ad campaigns.

Creating a clearer picture

Doing so allowed us to clearly articulate and measure how each of Epworth’s services are performing in Google Ads. In the process, we refined the ads to only target the specific audience they were after – ensuring they’re only paying for clicks for high quality and suitable leads.

Our experienced Google Ads team regularly monitored and optimised for performance.

Our approach

Keyword research

Discover new keywords, capture missed opportunities and continuously refine the ads based on new insights.

Bid adjustments

Monitor leads to ensure high quality and relevance whilst reducing the cost per conversion to maximise the ROI.

Ad campaigns

Setting up new search and display campaigns to capture more opportunities, ensuring all ads are error free and running at their best capacity.

Optimise & refine

Refining ad copy and ensuring ways
to encourage better interaction rates and conversions.

The result

Within the first 12 months, Epworth saw a wave of exceptional improvements throughout their Google Ads campaigns.

Increased conversions

6.5x

Increased number of clicks

156%

Increased impressions

671%

Decreased avg. cost per conversion

75%

“It’s an absolute pleasure working with Alex and the team at Integral Media. They’ve really taken the time to understand our organisation and its unique requirements. They’re always available when we need them and we have regular WIPs to discuss campaign performance. We’ve seen a vast improvement in our search advertising since we started working with Integral.“

Louisa Macleod,
Social Media & Digital Marketing Manager