Case Study: NorthShore University HealthSystem achieves a 490% increase in appointment requests while limiting cost-per-appointment to a 6% increase with Rise Interactive

Prioritization Leads to Profitability

NorthShore University HealthSystem is an integrated healthcare system with more than 10,000 employees and over 900 primary and specialty care physicians. Facing a highly competitive healthcare market and limited marketing resources, NorthShore needed a way to promote a wide variety of service lines more efficiently and profitably.

Rise Interactive developed an “own vs. rent” keyword strategy, used data from AdWords, Bing, Analytics, Invoca, Webmaster Tools and DoubleClick to optimize bids and content, and restructured paid search to prioritize the most profitable service lines while refreshing organic keywords and on‑page content. The combined SEO and PPC approach drove a 27% YoY increase in organic traffic to cancer pages, 11% to orthopaedic pages, and a 490% increase in appointment requests across major service lines with only a 6% increase in cost per appointment.

NorthShore University HealthSystem