Case Study: Penn Medicine boosts paid search performance with Fathom Digital Marketing

Penn Medicine boosts clicks 148% with Fathom

Penn Medicine, a leading healthcare system, faced the challenge of adapting its paid search strategy after losing conversion tracking due to compliance with the OCR bulletin regarding protected health information. They partnered with Fathom Digital Marketing to find a new way to increase click volume and improve efficiency, engagement, and visibility with a larger budget.

Fathom implemented a paid media solution that included overhauling the bid strategy to focus on Max Clicks with bid caps and concentrating budget on brand campaigns. This strategy allowed Penn Medicine to achieve a 148% increase in clicks and a 26% improvement in clickthrough rate year over year, while also decreasing cost per click by 26% and increasing share of voice by 6%.

Penn Medicine