Case Study
Strategic videos and PPC campaigns
Aprima expands digital footprint with strategic videos and PPC campaigns.
Our digital strategy integrated video and PPC to help the electronic health records company increase leads and brand awareness.
Goals
- Increase the number of qualified leads
- Build brand awareness
- Capture product value
- Build a voice around latest industry trends
Approach
The project was tackled in three phases:
- PPC – Competitor campaigns were analyzed across four main areas – keywords, ad copy, landing pages and post-conversion experience – and insights were used to rebuild Aprima’s PPC campaign from scratch. The campaign was integrated with Salesforce to track sales pipeline activity.
- Video – The video team produced scripts, storyboards, and short videos to help Aprima clearly showcase the value of its core service areas, including: EHR software, RCM and Practice Management. Video animations were also used to develop a voice around key industry trends such as MACRA/MIPS and Chronic Care Management.
- Technical/ UX updates – An in-depth technical audit of the Aprima website, highlighting key technical and on-page issues. The SEO and development teams worked together to fix the issues and improve the overall user experience.
Results
- Monthly PPC leads increased from 1 to 33 in just 30 days
- Number of qualified PPC leads increased by over 50%
- A video series used to enable demand generation and brand awareness
