By helping hospitalists innovate and collaborate through education and research, the Society of Hospital Medicine aims to transform healthcare and revolutionize patient care.

The Client:

The Society of Hospital Medicine (SHM) is a professional medical society representing more than 14,000 practicing hospitalists in the U.S. dedicated to providing exceptional care to the hospitalized patient.

The Challenge:

SHM’s web team were aware of the tremendous opportunity AdWords Google Grants offered in terms of driving traffic and engagement but did not have the capabilities to take full advantage. The Google program provides thousands of dollars of in-kind advertising every month for non-profits that could be used to drive new visitors to the site and help the organization’s cause. SHM wanted to utilize Google Grants to drive more traffic to its website, promote SHM’s Career Center, increase engagement of its online content, promote SHM sponsored events, and influence the dialogue on specific health care issues.

The Process:

Through a series of analytics analysis, industry research, and content analysis, eCity developed a comprehensive list of keywords related to SHM. Then, using the targeted keyword phrases, we created a collection of concise, descriptive ad copy with strong calls to action designed to generate interest and follow through.

On an ongoing basis, we refined and optimized the campaigns to improve performance by testing variations and combinations of ad copy, keywords and landing pages.

Results:

Since the Google Grant application approval in 2013, we have grown SHM’s Google Grant account from $0 to over $20k of ad spend value per month and unlocking the Grantspro tier that allows an even higher amount of in-kind advertising value. Since it’s a Grants account, SHM doesn’t have to pay for the actual media spend. This activity has not only driven over 100,000 visits to the website in 2015 alone, but users have completed key goals that support SHM’s mission.