Client overview
OhioHealth is a nationally recognized, not-for-profit, charitable, healthcare outreach of the United Methodist Church. OhioHealth has 35,000 associates, physicians, and volunteers and a network of 12 hospitals, 200+ ambulatory sites, hospice, home health, medical equipment, and other health services spanning 52 Ohio counties.
OhioHealth has been recognized six times as one of the top five large health systems in America by IBM Watson Health TM.
Challenge
As OhioHealth’s digital marketing partner, Parallel Path was tasked with aligning marketing strategies to OhioHealth’s key business and marketing initiatives such as increasing market share around priority service areas and driving patient acquisition.
Health systems have their own unique challenges of scaled marketing compared to single hospital locations.
With multiple locations, diverse services, and broad healthcare consumer needs, a health system marketing strategy has to support both the unifying brand and the specific needs of each organization within the health system.
Insights
Healthcare is an always-evolving landscape and OhioHealth needs to have a partner with extensive experience, perspective, and agility, with the ability to execute at scale. While health systems are a collection of numerous sites and services under a single brand umbrella, for the consumer, healthcare services are very localized and specific. Therefore, a health system like OhioHealth—which spans 52 counties—is really a collection of smaller local geographic campaigns and strategies.
The digital interaction between the healthcare consumer and the health system is intimate, personalized, and specific.
Solution
Parallel Path worked with key OhioHealth leaders to seamlessly execute digital-first marketing strategies and solutions for each marketing priority.
increase paid search impression share
generate volume for key lines of business
Support marketing managers priorities across key lines of business
Parallel Path developed multiple marketing strategies that integrated digital media and search engine marketing to amplify the reach of OhioHealth’s value proposition in the Ohio market.
Services Provided
Market Research
Marketing Strategy
Paid Search
Search Engine Optimization
Content Creation
Data Analytics
Trends Presentations
Results
Increase
in paid search traffic at lower costs-per-click
Improvement
in click-through rate
Increase
in digital-driven conversions
Greater
search engine visibility for branded & non-branded search queries
“Since 2021, our teams have been working hand-in-hand to grow OhioHealth's digital footprint. Together we've developed digital strategies that connect local Ohio communities to the most relevant care information. With Parallel's Path's strategic expertise, we are delivering on our goal of efficiently elevating the OhioHealth reputation and acquiring new patients.”