Multi-Location National Healthcare Provider
Their Story
This nationally recognized rehabilitation provider delivers patient-centered care across physical therapy, workers’ compensation rehab, sports medicine, home health, and specialty therapies. With a focus on exceptional outcomes and accessibility, they offer both in-clinic and telehealth services to better serve their patients.
The Challenge
With both online and offline appointment scheduling, the brand had access to a significant amount of data—but lacked a unified way to leverage it.
To increase appointments, they needed to:
- Connect offline and digital data sources
- Accurately attribute value to patient conversions
- Use that data to drive incremental digital growth
This was further complicated by varying revenue margins by location and the need to optimize across both online and offline conversion points.
The Insights
- Not all conversions hold equal value—patients acquired through competitor or non-branded searches are more incremental than branded searches
- Offline conversions, such as phone calls and in-clinic appointments, were critical to understanding true performance
- Cost-per-lead (CPL) metrics did not accurately reflect business impact, requiring a shift to revenue-based measurement
- Performance varied significantly by location, making localized optimization essential
The Strategy
Rise developed a collaborative, data-driven paid search strategy focused on reaching in-market patients while integrating offline conversion data.
Working with Google and Invoca, the approach centered on aligning media investment with true business value—prioritizing locations, keywords, and audiences based on revenue and incrementality.
The Solution
Offline-to-Online Integration
- Used Invoca to dynamically place phone numbers and attribute calls back to specific ads
- Integrated offline appointment data into campaign performance using GCLID matching
Shift from CPL to ROAS
- Transitioned measurement framework from cost-per-lead to return on ad spend within 30 days
- Calculated revenue per appointment and integrated it into performance optimization
- Built automated rules to prioritize high-value keywords
Incrementality Framework
- Developed a custom model to measure Incremental ROAS
- Differentiated between branded, non-branded, and competitor-driven conversions
- Focused investment on conversions unlikely to occur without paid media
Advanced Campaign Optimization
- Tripled campaign volume and segmented budgets by keyword type and location
- Introduced real-time Incremental ROAS tracking at the keyword level in SA360
- Implemented automated bidding strategies based on incremental value and location-specific performance
The Results
By connecting offline and digital data, the brand transformed its approach to performance measurement and optimization. The shift from CPL to ROAS aligned marketing efforts with true business impact, while the introduction of Incremental ROAS enabled more strategic investment decisions.
This resulted in a stronger contribution from digital channels to new patient acquisition and a more efficient, scalable model for ongoing growth.
