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How we helped book over 400 consultations* for Northern Beaches Interventional Radiology

Enhancing Patient Engagement Through Strategic Digital Marketing

When Northern Beaches Interventional Radiology (NBIR) partnered with Hawk Health Digital in March 2021, their primary goal was to increase awareness of their specialised interventional radiology services and boost patient consultations. Operating in a niche medical field, NBIR faced challenges in reaching potential patients unfamiliar with minimally invasive treatment options.

At a glance

Doctor talking to patients

Challenge - awareness and enquiries

We needed to boost the profile of Northern Beaches Interventional Radiology, in particular the treatment options they offer. They are very effective but relatively unknown.

We also needed to come up with a holistic digital marketing strategy to help attract new patient enquiries.

Young doctor smiling

Solution - a 3-pronged approach

We decided that a diverse solution was required to help Northern Beaches Interventional Radiology achieve their goals.

We created a brand new marketing strategy, devised a new brand identity and digital presence, and implemented HubSpot to mange their website, marketing activity and CRM.

Growing piles of coins

Results - Over 400 requests for a consultation*

Through our efforts, we have been able to convert over 400 new enquiries* for Northern Beaches Interventional Radiology.

We also grew website traffic by a whopping 850% in 12 months.

 
* The primary campaign objective was to drive requests for consultations. The reported consultation numbers reflect submitted enquiries and booked initial appointments, not confirmed procedures or treatments.
Dr Shaun Quigley

About Northern Beaches Interventional Radiology

Dr Quigley started Northern Beaches Interventional Radiology in 2017 after moving to Australia from the UK. He worked at some of the UK’s busiest and most prestigious hospitals, including Europe’s largest trauma hospital and one of the UK’s busiest transplant units. He worked as a specialist Interventional Radiologist at the Royal Free Hospital in London, gaining expertise in the treatment of cancer, fibroids, liver, and venous disease.

Interventional Radiology is a branch of radiology where specialists use their skills in imaging along with the excellent technical ability to perform minimally invasive treatments. Their background in radiology and expertise in reading scans means they are experts in using x-ray, ultrasound, CT or MRI in real-time to safely guide treatment.

Interventional Radiology is a central specialty in the delivery of modern medical care. Many people may have been treated by Interventional Radiologists without having met one – IRs are commonly involved in the treatment of people with life-threatening bleeding either after trauma, surgery, or labour.

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The challenge - A lack of awareness and patients

Northern Beaches Interventional Radiology reached out to Hawk Health Digital as they were seeking a comprehensive solution with website management, SEO, google ads and social media content - in essence, they were looking for a marketing agency to handle all aspects of the digital marketing strategy.

One of their biggest challenges was growing awareness of a very niche medical treatment, and turning awareness into revenue by increasing the number of patients booking treatment.

We also discovered that Northern Beaches Interventional Radiology had a disjointed approach to marketing, so we set out to unify all their efforts across all channels and move towards one goal, increasing the number of consultations booked.

The solutions

A new strategy

After a detailed discovery session, where we worked closely with Dr Quigley, we uncovered a number of opportunities to increase brand awareness, drive new enquiries and grow the business. We performed extensive keyword research which became the foundation of their SEO strategy and relaunched their website to better target the search terms and keywords used by their target audience.

Digital presence and identity

We developed a new brand identity, which has been rolled out across their website and social media, and launched email marketing for the first time for the business. Perhaps the most significant change was implementing a campaign approach to marketing, where all efforts for each quarter are aligned which a certain condition or treatment option. This helped us ensure all marketing channels were moving towards the same goal and provided direction for creating content.

A new CRM

Finally, we recommended HubSpot to manage their marketing, sales and website. Using a single software solution for all their needs meant the business was able to put their customer at the centre of its marketing and ensure a 360-degree view of the audience. We have since been able to use the insights gathered as a result of implementing HubSpot to improve advertising efforts.

Young doctor smiling

The results

Through our efforts, we have been able to convert over 400 new enquiries for Northern Beaches Interventional Radiology representing a 24x ROAS on their Google Ads campaigns.

  • Over 400 Consultations: Since March 2021, NBIR has booked over 400 patient consultations, reflecting a substantial increase in patient engagement.
  • Enhanced Online Presence: Website traffic increased by 850% within 12 months, indicating a successful boost in online visibility.
  • Improved User Engagement: Time spent on the website increased by 37%, while the bounce rate decreased by 55%, demonstrating more meaningful interactions from visitors.
  • High Return on Ad Spend: Our Google Ads campaigns achieved a 24x return on ad spend, with a cost-per-click of $0.65 and a cost-per-lead equal to 6% of revenue.

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