Carlinville Area Hospital & Clinics

Primary Care Case Study

Works // 02.14.2024 // Carlinville Area Hospital & Clinics

Carlinville Area Hospital & Clinics (CAH&C) is a Critical Access Hospital located in downstate Illinois providing vital healthcare access to the residents of the rural communities it serves. Primary care services at CAH&C are provided through their Rural Health Clinics located in Carlinville, Girard, Virden and Gillespie. The Rural Health Clinics are key to building a funnel of loyal patients utilizing the wide range of services provided by the organization including outpatient specialties, cardiopulmonary services, medical imaging, Swing Bed, behavioral health, rehab (physical, speech and occupational) and surgical services including orthopedics.



The Challenge:

Win over the hearts and minds of more patient families by utilizing a modernized marketing approach with a cohesive message that communicates the expert care patients can expect to receive from the dedicated providers at Carlinville Area Hospital & Clinics.

The Solution:

The introduction of the “Connected to Expert Care” campaign using digital marketing tactics as the lead messaging mediums supported by billboards and limited print and radio.



The Digital Campaign Results:

Using Google Display, Google Search and Facebook Feed Ads, Carlinville Hospital promotes its Primary Care and Rural Health services to its main service areas, which are 25-mi around Carlinville, Divernon, Farmersville, and Greenfield, IL, as well as Macoupin County, Athensville, Honey Bend, Kemper and Lowder, IL.

Facebook Results since June 2023: 3,048 link clicks and 699,637 impressions overall. Reached 62,847 unique users and the cost per click is below industry standards at $0.53, which is very low and cost-effective. This was all accomplished with an ad spend of $1,607.

Google Display: We ran a Primary Care campaign between January and July 2023 that generated 1.17 million impressions and 8,183 clicks to the website. KPI’s CTR and CPC outperformed industry standards with a 0.70% CTR and $0.33 CPC. This was all accomplished at a cost of $2,727.

Google Search, we are continuously running a Primary Care campaign. In 2023 we generated 20,390 impressions, 3,650 clicks to the website, and 663 phone calls. This was accomplished by an ad spend of only $2,411. The click-through rate greatly outperforms the industry benchmarks for performance on Search with a sky-high CTR of 17.9%.


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