The Challenge
Recruitment is perhaps the leading challenge facing clinical research coordinators and pharmaceutical sponsors. The challenge I faced was coming up with a new approach that would generate more leads for Avail’s patient recruitment team at a fraction of what they usually spent in outbound marketing channels.
The Strategy
We developed a local inbound marketing strategy that combined SEO, content marketing, social media marketing and conversion rate optimization to drive quality traffic to their website and convert more leads. The client conducts clinical trials for a wide range of medical conditions, so we worked with their patient recruitment team to create customized campaigns (including new blog posts, landing pages and digital advertisements) each month.
Services
Local Citation Optimization
Website Optimization
Content Marketing
Content Strategy & Copywriting
Social Media Marketing
The Results
During the first five months of 2017, here are some of the highlights from our inbound marketing campaign:
- 35,381 unique visitors from organic traffic
- 8,482 unique visitors in May alone (138% increase over May 2016)
- 2,861 new leads through the website
- 665 leads in January (42% increase over January 2016)
- Averaging a 6% online conversion rate (Industry median is 2.8%)
- Analysis shows that in August of 2017, Avail ranked for an estimated 13.1K keywords (Estimated price for these keywords in Adwords would be $10.3K)
- 65 keywords in the top 3 on SERPs
- 551 keywords in the top 10 on SERPs
- 1,219 keywords in the top 20 on SERPs
- As a comparison, their local competitor only had 166 keywords ranking in the top 100 at that time
For the first six months of 2016, Avail Clinical Research’s website received 36,783 visitors and 3,058 new leads from all inbound marketing channels. This equates to an online conversion rate (CVR) of 7% and a return on investment (ROI) of 695%.
Increase in organic traffic year-over-year
Increase in new leads from website year-over-year
Number of keywords Avail ranked for