Client:
Founded in 1982 as Joliet Area Community Hospice, Lightways is an independent healthcare provider serving the Chicagoland area. Offering not only in-patient facilities, Lightways provides services in-home, in a skilled nursing facility, or an assisted living facility.
Brief:
From its humble roots, Joliet Area Community Hospice had grown its service area, locations of treatment, and services offered. In order to reflect this more comprehensive organization it needed a rebranding and repositioning in the marketplace. With the rebranding, it also needed a digital marketing foundation and framework from which to build and extend its mission through marketing.
Insight:
Many healthcare organizations, especially in the hospice category, have inadequate, incomplete, or ineffective digital marketing in place. With a properly established marketing tech stack in place, effective campaigns could be launched on an ongoing basis in order to continue Lightways’ growth.
Solution:
Not only did we run traditional marketing for the re-branding, but built from the ground up the entire digital marketing foundation and systems for Lightways. This included the development and set-up of marketing analytics, tag management solutions, phone-call, web form & online donation tracking, set-up and integration of Microsoft Advertising and Google Ads including search engine marketing, display ads, & video ads, Meta ads across Facebook, Instagram & Messenger, LinkedIn recruitment advertising, as well as specialized OTT & CTV providers.
Results:
Compared to the year before the brand and digital marketing launch, our performance metrics have skyrocketed. New visitors to the site increased over 176%, overall web sessions increased 200%, active visitors increased over 220% translating into a 50% increase in patient lead flow, 15% increase in donations, and 100% increase in applicants for staffing.