Case Study: Waystar achieves stronger organic growth and lower paid search spend with Envisionit

Waystar increases organic traffic 30% with Envisionit

The customer, Waystar, a fintech company providing an end-to-end Revenue Cycle Management platform, faced a challenge following its acquisition of eSolutions. They needed to integrate the new Medicare payment capabilities into their existing marketing programs and determine how to prioritize efforts to target a broader market that now included elder care segments. The vendor, Envisionit, was tasked with utilizing the acquisition's past performance to influence this new strategy.

Envisionit analyzed eSolutions' digital footprint and identified a strength in non-branded Medicare search. They implemented a test that shifted paid investment towards non-branded terms while relying on organic search for branded terms. This solution, which included a website architecture overhaul and a new content strategy, significantly increased ROI. The measurable impact included an 18% decrease in branded paid search investment and a 30% year-over-year increase in organic traffic for Waystar.

Waystar