Known for its quality of care, Valley Health had an outdated website and ineffective marketing campaigns. Until Scorpion stepped in with the team and technology to help.
The Goal
Seeking Next-Level Results
A community-driven, non-profit healthcare system that includes six core hospitals and other medical facilities in Virginia, Valley Health is known for its excellent quality of care. Before Scorpion, however, its online presence was nowhere near the same level.
The website’s design was outdated and it was not mobile-friendly. To compete and present the most professional image to the communities it serves, Valley Health needed a modern design with a more robust content management system (CMS).
In addition to the website and CMS, the greater mission was to bolster the health system’s overall digital presence and use that momentum to drive more patient visits and achieve other goals set by the organization. This is when Scorpion stepped in.
The Solution
A Digital Partner
We set to work creating an online presence befitting the trusted healthcare system. This included a website and CMS as well as a digital advertising strategy and dedicated team that would help them achieve various goals across the organization. Instead of getting just a web vendor, Valley Health got the whole package—a true digital partner.
Full Website Redesign
User-Friendly & Informative
We started by fully redesigning Valley Health’s website, giving it a sleek, modern look and making it user-friendly across all devices. The redesign was an immediate success, with more views and visitors spending more time on each page. Within the healthcare system’s first 2 quarters with Scorpion, they experienced 46% more page views, a 15% decrease in bounce rate (the percentage of people who visit the site and leave after just one page view), and a longer average visit duration.
Google AdWords
Urgent Care Campaign
For Valley Health, a key area of concern was its Google AdWords urgent care campaign, which was originally managed in-house. Its purpose was to track and increase the usage of the health system’s online patient check-in feature at each urgent care location, but the campaign had grown stagnant. We stepped in and revamped the campaign, bringing the percentage of online patient check-in rates from an average of 18% up to 20% in just 1 month, and then to 25% in 6 months.
PPC & Social Media Advertising
Nurse Recruitment
Another goal was to create a nurse recruitment strategy that delivered better results than previous (and expensive) direct mail efforts. So, we launched a digital advertising campaign that used pay-per-click (PPC), display, and social media advertising to target the type of candidates Valley Health was looking for. This campaign yielded 200 leads, more than 30 applications, and 9 new hires within 6 months—all while reducing the average cost per lead by 97% from direct mail efforts.
In their partnership with Scorpion, Valley Health has reaped the benefits of an improved online presence, with complete transparency, total support, and more control. After the triumph of their urgent care center campaign, they’ve decided to run additional campaigns for other service lines. They’re a true part of the process, with the team and technology to make their organization a success on the Internet.
