Case study · Search engine marketing
How 3 & Four Cut Accuhealth’s Cost per Qualified Appointment by 43%
Illustrative case file. Figures from the engagement.
01 · Background
A remote patient monitoring company that needed paid search to scale, not just spend
Accuhealth is a digital health and remote patient monitoring company dedicated to improving the way people access and receive healthcare. Through its telemedicine platform, remote monitoring devices, and personalized health coaching, Accuhealth is making healthcare delivery more accessible, convenient, and affordable. To stay competitive in search advertising for remote patient monitoring, a company needs a strong, well-tested search strategy that targets the right keywords, audiences, and demographics, with ongoing monitoring of click-through rates, quality scores and conversion rates, and constant refinement of targeting, messaging, and landing pages. Accuhealth involved 3 & Four to optimize its search engine marketing campaign so it could scale paid marketing and get more qualified leads.
02 · Challenges
Two objectives, set before a single bid changed
The company set two critical objectives to improve the efficiency and effectiveness of its paid search campaign, and one measurement problem had to be fixed to reach either.
Decrease the cost of each qualified appointment
Optimize the marketing effort to bring the cost per qualified appointment below a mutually agreed threshold, improving the campaign’s ROI significantly.
Identify the scalable elements of the campaign
Find the parts of the campaign that can be scaled up to increase the number of qualified appointments per month.
Measure appointments, not contacts
Ad platforms report clicks and form fills; the business runs on booked appointments. Without closed-loop reporting, optimization would chase the wrong number.
03 · Solution
Seven moves, in coordination with Accuhealth’s marketing team
3 & Four identified and worked on several key areas to achieve the objectives set for the project.
Competitor research in the RPM space
Thoroughly researched companies already working in remote patient monitoring and analyzed their acquisition strategies.
Expanded keyword research
Identified the most relevant and highest-converting keywords, and the keyword groups worth a scaling budget.
Funnel caveats resolved
Identified potential caveats in the lead generation funnel and focused on resolving the underlying issues.
Ad copy optimization
Altered and optimized several ad copies to increase click-through rates and improve quality scores.
Landing page optimization
Optimized the landing page for a seamless user experience and higher conversion.
HubSpot closed-loop reporting
Shifted the focus from contacts to appointments and opportunities, so every bid decision was measured on what the business actually sells.
Continuous A/B testing
Ongoing testing and optimization of ads, keywords and landing page elements to refine the campaign and drive better results over time.
04 · Results and impact
Results
The search advertising campaign for remote patient monitoring showed significant improvements, even after allocating part of the budget to identifying scalable keyword groups.
Per qualified appointment
Qualified appointment booking costs fell 43%, with part of the budget still reserved for finding scalable keyword groups.
Per month
Monthly appointments rose 51%, showing the effectiveness of the strategy.
A funnel that scales
The campaign identified an optimized funnel for booking appointments, improving the efficiency and effectiveness of the process.
An ongoing partnership
Paid search, HubSpot CRM and integrations: 3 & Four remains Accuhealth’s partner across all of them.
Decisions are now made on appointments and opportunities in HubSpot, not on ad-platform contact counts.
After working closely with Aafaq and his team for the last three years it is without a doubt the best investment we have made to scale our lead generation business. We operate in a niche market but the team has relentlessly managed to outperform our competitors through data driven decision making and outcomes. And that is just on the paid search side - they are also the defacto experts on anything HubSpot CRM and integration related. The 3&4 team has proven to be leaders who have understood our vision and a valued partner, rest assured they will go the distance to help you build your business. Highly recommended.
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Paid search measured on appointments?
Tell us what you run today and what a qualified lead costs. A senior consultant replies within one business day with a plan, free and without commitment.
- ✓Closed-loop reporting · from ad click to booked appointment in HubSpot
- ✓Fixed scope · quote approved before any work starts
- ✓Keywords worth scaling · found with a testing budget, not guesswork
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