Abstract
Purpose :
The efficacy of various marketing campaigns to raise awareness and access to retinal specialty care is not widely studied. We compared trends in self-referral patients after utilizing a google marketing campaign and determined its effectiveness using a retrospective, correlational study.
Methods :
Using internal data from a large retinal practice, Retina Associates of Cleveland, an analysis was performed comparing rates of self-referrals before and after a google search campaign. The campaign was launched in January 2022. A 10-year time period projection model was used to determine estimated 2022 self-referrals.
Results :
In 2021, this practice had 110,314 unique web page views, whereas, in 2022, this practice had 132,918 unique page views, a 20.5% increase. The number of self-referrals in 2021 was 122, and the projected number of self-referrals in 2022 was 147. The actual number of self-referrals in 2022 was 407, 176.3% higher than expected. The advertisement campaign cost $32,325 with the generation of 260 additional self-referrals, which prices the acquisition cost of each self-referral at $124.33.
Conclusions :
The implementation of an internet search campaign appears to have increased self-referrals at a rate significantly higher than expected. At a cost of $124.33 to acquire a new self-referral, the return on investment (ROI) was significant, based on the projected lifetime value of those patients requiring ongoing care after the initial consultation. This retinal specialty practice is showing reasonable methods to raise public awareness and access to retinal specialty care.
This abstract was presented at the 2023 ARVO Annual Meeting, held in New Orleans, LA, April 23-27, 2023.