Tired of stagnation & ready to grow.

The fertility practice had a cookie-cutter website that felt outdated and offered no clear differentiation in a highly competitive space. 

More importantly, they were spending money on marketing each month with little insight into performance or the impact on their business.

Our first step was to take them through a StoryBrand Work Session to clarify their brand messaging and we applied it to a redesign of the homepage.

Next, we defined key performance indicators (KPIs) for the business and implemented call tracking and additional tracking needed to understand marketing performance and the impact on the business.

Lastly, we took over their Paid Search Advertising campaigns and optimized them to increase visibility and tie performance to calls and form submissions.

We continued to optimize marketing performance through conversion rate optimization, SEO and implementing a comprehensive inbound marketing strategy using Hubspot. 

25% more website conversions after implementing a StoryBrand-inspired homepage redesign

IVF Fertility Website

The Results

0 %
More Qualified Traffic

With no change in ad spend

0 %
More Website Conversions

after Storybranding their website messaging

0 %
Better Alignment

Internal teams are finally on the same page and know their messaging

The StoryBrand workshop resulted a clear message for the brand, but more importantly, alignment around that message for all the key decision makers in the practice, creating efficiency in internal production efforts.

Redesigning the homepage and implementing StoryBrand messaging, as well as simplifying the navigation and focusing the call-to-action resulted in a 25% increase in leads.

Our paid media campaign changes resulted in dramatic results, generating a 41% increase in qualified traffic for the exact same spend as the previous campaign. 

The tracking we implemented allowed us to quickly discover several critical problems with how leads were being handled that we passed along to the call center that resulted in increased lead-to-new-patient conversion rate.

Dallas IVF Ad Campaign

For a local fertility clinic, we completely refocused their messaging to be completely patient-focused. Instead of leading with photos of physicians and talking about their credentials, we developed empathetic  messaging that spoke to the patient’s desire for a family and the emotions surrounding their fertility journey.

For our marketing campaign, we developed a three-stage media strategy. First, we attracted an audience with relevant search ads that focused on their needs and the local solution. Then, we retargeted those web visitors with social ads featuring photos and language that spoke directly to their end-goal – a healthy baby and growing family. Those were supported by ads encouraging sign-ups for an in-person event where they could ask questions about the complicated process from a fertility doctor.

After just 30 days, this campaign resulted in a 41% increase in website traffic from ads, using the same spend as the previous month. The website conversion rate also increased by 14%, with the only change being in messaging focus away from the doctor’s credentials and onto the patient’s wants and goals. The results weren’t only digital – the first month of this campaign also saw a 30% increase in new patient office visits at the clinic.

Websites DallasIVF AVA award

Dallas IVF Ad Campaign

For a local fertility clinic, we completely refocused their messaging to be completely patient-focused. Instead of leading with photos of physicians and talking about their credentials, we developed empathetic  messaging that spoke to the patient’s desire for a family and the emotions surrounding their fertility journey.

For our marketing campaign, we developed a three-stage media strategy. First, we attracted an audience with relevant search ads that focused on their needs and the local solution. Then, we retargeted those web visitors with social ads featuring photos and language that spoke directly to their end-goal – a healthy baby and growing family. Those were supported by ads encouraging sign-ups for an in-person event where they could ask questions about the complicated process from a fertility doctor.

After just 30 days, this campaign resulted in a 41% increase in website traffic from ads, using the same spend as the previous month. The website conversion rate also increased by 14%, with the only change being in messaging focus away from the doctor’s credentials and onto the patient’s wants and goals. The results weren’t only digital – the first month of this campaign also saw a 30% increase in new patient office visits at the clinic.

Websites DallasIVF AVA award

Ready to Grow Your Practice?

Speak with one of our experienced medical marketers to see how we can help you meet (and even exceed) your growth goals.