DON’T BE SCARED, BE SURE
Pregnancy can be one of the most exciting times in a woman’s life, but it can also be one of the most confusing, frightening and stressful. San Antonio’s Methodist Healthcare System had established multiple Family Health Centers across the city to provide potentially pregnant women with access to confidential, non-judgmental, FREE healthcare and information services. However, in order to learn about these services, women had to scour the net for information, looking far beyond the first page of the typical search engine results list or hospital system homepage.
Seeking a complete and effective solution to this gap in patients and resources, Methodist Healthcare System called upon esd’s comprehensive marketing services.
create the information destination
esd tackled the situation with the long term results in mind. We began by building www.SAFreePregnancyTest.com, an independent, micro-website designed to educate potentially expectant mothers about the early stages of pregnancy in an organized, single-page format. By structuring the information this way, we created a page that was specific, focused and information-rich ie pre-optimized for online searchability.
and point the way there
No matter how impressive your website or micro-website, if no one can find it, it’s worse than useless: it’s a bottom-line assassin. esd refused to let Methodist Healthcare System’s new site go unnoticed. After testing and retesting a rotating roster of keywords and phrases, we implemented year-long search engine optimization (SEO) and search engine marketing (SEM) campaigns.
coming out on top
While our SEO efforts were rewarded by our information-rich page design and the Googling priorities of our target audience, our SEM contributed to the site’s overall success, proactively reaching out to young women while they browsed the web. At the end of the campaign’s 2010 run, and grew the Family Health Centers’ new patient list an average of 7%. Now, www.SAFreePregnancyTest.com consistently tops search engine results pages compassionately encouraging potentially pregnant women to be sure, not scared.