“Am I impressed? That is an understatement!” – Mark Anthony Rayner

How BlueSleep improved its paid search campaigns to deliver 36% more new patient leads.

THE CHALLENGE

How to maximise the existing advertising budget and optimise the ad accounts and campaigns to deliver more results?

At the outset of working together, BlueSleep’s ad account set up was reasonably strong, with the existing campaigns already generating new patient leads. The impression share was growing, meaning the business was getting more visible and competitive in its market.

However, the CPC (cost-per-click) had almost doubled in the 8 months prior, meaning it was almost twice as expensive to advertise to prospective patients as it was before.

Additionally, due to Google’s ad policies it had not yet found a way to harness remarketing to prospective patients, which was also lowering the ROI of the overall marketing budget and reducing the number of digital touchpoints with each prospective patient, hindering the ability to further educate and nurture interested patients who had not yet booked an appointment.

THE SOLUTION

Formulate and implement a plan for long-term, predictable, sustainable growth.

Somnowell Marketing initially conducted a deep-dive PPC Audit to review the bidding strategy, marketplace analysis, keyword quality score, account-wide keyword strategy, and display remarketing.

Following the Audit, we focussed on making the website and landing pages more highly targeted, trialling UX improvements, improving the images and copy, making the website look less ‘clinical’ (to appeal more to prospective patients), and being clearer with the call-to-actions.

We created new Landing Pages to continually test and optimise, based on the keywords we could see were converting best from the historic campaigns.

We then designed, created and launched a Display Remarketing programme, utilising third-party display networks and social media platforms for targeted remarketing adverts.

“We were looking for a marketing partner to assist us with our digital marketing efforts. As a sleep business who wants to attract new patients, we were interested to work with Somnowell Marketing and harness their experience gained promoting their own sleep apnea device in the UK, and working with other companies in the sleep space.”
David Ray,
Vice President Patient Experience & Growth, BlueSleep

Industry: Healthcare, Sleep.

BlueSleep is a medtech company focused on diagnosing and treating sleep problems. Over 20,000 patients have been treated by their board-certified sleep specialists. They offer the newest sleep tech and all treatments via telemedicine, including oral appliance therapy and CPAP.

Markets: United States

THE RESULTS

36%

Increased total number of leads

34%

Reduced cost-per-lead

61%

Increased conversion rate

18%

Increased new website visitors

48%

Increased average time spent on website of paid traffic visitors

Curious to learn more?
Book a quick exploratory
call with us.

We’ll take the time to understand your objectives and needs, and share our experience of working successfully with businesses like yours.

Curious to learn more?
Book a quick exploratory
call with us.

We’ll take the time to understand your objectives and needs, and share our experience of working successfully with businesses like yours.