ndnqi case study
TRANSCRIPT
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The Situation
The American Nurses Association came to ab+c to help rebrand and drive demand for their National Database of Nursing Quality Indicators (NDNQI). Their end goal was to build enough interest in the product to make it more desirable for a third party to purchase the entire business line.
Rebranding
The StrategyWorking with ANA’s sales staff, we identified the factors prospects consider when deciding on a tool to track nursing quality indicators (cost, patient safety, staff satisfaction, etc.). We then developed a content strategy that delivered useful information via webinars and white papers to the target audience and drove them to a lead capture form on a website we created (http://ndnqi.a-b-c.com). We also developed a new identity package and trade show booth graphics, and email, digital and direct mail support materials.
Quality Brief #1 Lead Gen campaign
Display Ads
2,976 Leads
Summary and Recommendations
In Q1 2014, ab+c ran a digital media campaign for ANA targeting decision makers within hospitals. The call-to-action was to download NDNQI’s quality brief titled “Reducing Falls. Increasing Quality.” We used Google and Bing/Yahoo search engines, targeting keywords around the quality indicators with hospitals. We also targeted NDNQI’s brand name to drive highly qualified visits to the site.
Both Google and Bing/Yahoo ran a variety of text ads that were relevant to the keywords.
We also used the HealthLeaders.com white paper program to push the paper out to its visitors.
Since ANA operates a large number of sites that target the audience we were looking to reach, we ran banner ads on them directing visitors to the landing page where they could download the quality brief.
Overall, the paid search campaign was successful, driving 2,754 clicks to the website and 149 downloads of the quality brief. HealthLeaders.com produced 19 leads, and ANA-operated sites drove an additional 1,341.
Q1 2014 Digital Media Report
In Q1, the paid search campaign delivered more than 45K impressions and 2,754 clicks. The CTR was 6.07%.
Q1 2014 Impressions Clicks CTR Conversions Spend CPL CVR%Google AdWords 43,950 2,689 6.12% 148 $1,416 $10.57 4.98%Bing Ads 1,420 65 4.58% 1 $54 $54 1.54%Total 45,370 2,754 6.07% 149 $1,460 $9.79 5.41%
Q1 2014 Digital Media Report
Jan-14 Feb-14 Mar-140
10,000
20,000
30,000
40,000
50,000
60,000
23,350 25,760 24,019
3,1913,340 3,162
15,00316,384
15,194
1,2691,428
9311,628
2,273881
Traffic Drivers to NDNQI.org
Paid MediaPaid SearchOrganic SearchReferralDirect Direct
53%
Referral7%
Organic Search34%
Paid Search3%
Paid Media4%
Traffic Drivers to NDNQI.org (Q1 2014)
• Paid media drove 4% of all traffic to the site. This included banner ads and enewsletters from Nursing Insider, Member News, ANA SmartBrief, Beckers, Nursing World and American Nurse Today.
• Paid search drove 3% of all traffic to the site. This included text ads from Google AdWords and Bing Ads.
• Direct Traffic (those typing the URL directly into their browser) consistently drives the most traffic month after month, totaling 52% of all site traffic. This is most likely from those clicking the log-in button on the site.
Q1 2014 Digital Media Report
Brand Quality Brief0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
11,351
32,599
15.19%
2.96%
Google AdWords Impressions and CTR
Impressions CTR
AdWords Campaign Engagement Visits
Pages / Visit
Avg. Visit Duration
% New Visits
Bounce Rate
Brand 2,519 3.8 3:20 32.63% 12.23%Quality Brief 994 4.5 2:00 64.39% 33.70%Total 3,513 4.0 2:57 41.62% 18.30%
• Google AdWords garnered 44K impressions and 2,689 clicks to the site. The CTR was 6.12%.
• Although the Quality Brief ad group garnered the most impressions (33K), the Brand ad group had the highest CTR (15.19%).
• 3,513 visits were driven to the site. Visitors spent 2:57 on the site and viewed 4.0 pages of content.
• The bounce rate was very low at 18%, which means visitors continued to click around the site after being driven to the landing page.
• These visits resulted in 148 downloaded reports (a 5% conversion rate).
• The cost per lead for Google AdWords was $10.57.
Conference Materialsand Follow-Up
Print Collateral
Email Template
WebinarLead-Gen Campaign
Direct Mail
1,232 Leads
Reporting
On the site, we tracked visitors’ individual behaviors through a dashboard. This helped the sales team qualify leads and know which factors were most likely to hit home with each prospect. Prospects were added to a lead nurturing funnel which kept them engaged until they were flagged as sales-ready.
Backend Tracking
Results
All tactics, including direct mail, email and trade show follow-ups generated more than 6,000 leads into the sales pipeline. This increased interest in the product helped to persuade Press Ganey (a national provider of patient satisfaction surveys, management reports, and national comparative databases) that NDNQI would be a good addition to their portfolio of services.