While relatively new, Transcranial Magnetic Stimulation (TMS) is becoming a widely spoken about form of treatment for sufferers of depression.
As the leading provider of the treatment, Achieve TMS initially approached LD to help with their website. As we dove into their project, however, we discovered several other tasks were needed to boost their marketing, including:
- Web Design and Management
- Multi location SEO Strategy
- Social Media Management
- Customer Support
- Sales Support
- Local Business SEO
- Optimization Strategy
Achieve TMS wanted to attract new patients and was undergoing fast expansion. Their goals were locked in, but they had no idea how to achieve them online.
The main priorities of the business included:
- Getting exposure and traffic to their multi-locations
- Acquisition of quality local leads
The challenge was a multi-location business seeking visibility for relevant keywords across various cities to achieve local visibility which would lead to new patients. Our client needed to ensure that patients would find the closest Achieve TMS center to their search. With so many locations in close vicinity to each other, each location wanted to maximise visibility for their geographical area.
Keywords related to depression, however, were highly competitive and too generic. LD needed more targeted phrases — while TMS is good for a keyword in that it’s particular, it’s also tricky as few people know what it is. LD also needed to account for other TMS providers in the geographical area, as well as alternative treatments available for patients. In the end, a strategy that included exposure for depression AND TMS keywords was deployed to ensure maximum visibility.
LD’s previous experience with multi-location local SEO strategy has taught us that when optimising local search it’s all about consistency and the initial set up. We factored in all the locations and constructed a plan that would align the website with the all the Google My Business (GMB) listings.
Each listing had to be created, optimised, and aligned with citations. Our client requested that we target smaller neighbourhoods which we incorporated while paying particular attention to consistency across all the locations. A strategy to attract reviews was also suggested.
The abundance of relevant keywords meant selecting the best candidates was crucial due to the limits of local SEO. We also incorporated “TMS” keywords as a dual-lane strategy.
Call Center Review
LD performed a review of Achieve’s call centers and revealed that their call-to-patient conversion was sitting at one per month from 400-500 calls. The cause of these low numbers was due to the incorrect way in which the business was listed across multiple sites. As a result, customers were contacting Achieve for services they did not provide.
By updating Achieve’s online profile via Yext and altering the scripts played to customers on the phone, LD saw a drop in call volume after the first five weeks. As a result, overall service quality increased as consultants had more time to spend with customers.
The Results and Client Feedback
The results soon showed Achieve TMS appearing in the Google Localpack for every location with individual location pages ranking well in the regular search results as well. Traffic to the centers’ location pages increased thanks to this new visibility which is crucial in converting warm leads. Incoming organic leads were tracked as from coming from search results or individual Google My Business listings.
LD also learned a lot more about where Achieve’s patients came from. By tracking both digital and traditional sales channels, LD was able to pinpoint the most lucrative channels and consequently direct more funding to those channels.
Workflows gave more structure to the follow-up process along with more visibility for management. Prior to LD’s involvement, many customers fell through the cracks due to little to no tracking options available. Thanks to the new workflows, however, Achieve now has a structured follow-up process that ensures no more missed customers while also giving better visibility to management.
In the year prior to working with LD, Achieve TMS received ten patients in total for their marketing efforts which included the use of a Google Adwords campaign.
The first month of LD’s Adwords campaign achieved:
- 41 new leads / consults for Achieve, of which three have converted to patients.
- Increase in traffic of 12% across all platforms.
- Increased review rankings on Facebook and Yelp.
In total, LD created eleven local listing pages and three landing pages targeting specific niche markets for the Adwords and Facebook campaigns. The marketing plan also included diverting part of the budget to specific locations via Facebook and Adwords to target particular cities.
Why Work With LD?
LD has extensive experience in local search projects and the necessary fine details that ensure they are effective. The reason why LD is so successful in this area is an ability to integrate the local strategy with an overall SEO strategy. They have vast experience segmenting and tracking the traffic from each location offering the business intelligence to understand how each location is performing in comparison to others.
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