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Informed Owl

Wise Local Marketing

How a local medical office found success with digital and traditional advertising by getting in front of the right people!

Northwest NeuroSpecialists  is located in Tucson, AZ and the doctors there are experts in the diagnosis, treatment and management of disorders of the brain and nervous system, including Alzheimer’s disease, Parkinson’s disease, migraines, multiple sclerosis, epilepsy, neuropathies and many other nervous system disorders..

As that specific health category continues to get more competitive, they decided it was time to start investigating ways to get their message in front of a local audience. Our interactive specialists at KVOA-TV met with the office manager and doctors and determined that the best plan for them was to target their specific target audience using broadcast TV and a comprehensive digital plan. Our recommendation had several components. One was to targeting advertising on national sites to people in Tucson based upon those people’s search behaviors. For example, if a user searched the term “neurologist Tucson,” we could then serve those same people Northwest NeuroSpecialists ads on other national sites but delivered only in the Tucson area.  Serving 125,000 impressions per month and averaging 275+ clicks to their site, the client saw a significant increase in their web site traffic.

We also developed a search engine marketing (SEM, also known as “pay per click”) strategy for them that is generating an average of 50+ calls per month. The medical practice is seeing growth year over year. The combination of both TV and digital targeting generates business and is working great for this local medical office.