Maintaining Momentum in Telehealth Patient Acquisition
growth in monthly patient requests YoY in Q4
improvement in CPA qoq in Q4
of all monthly patient requests came from the introduction of Google Shopping in Q4
Throughout 2020, Nurx experienced explosive growth as demand for telehealth services skyrocketed. As 2021 progressed, ADM knew it would be difficult to continue that momentum, since demand was becoming more predictable and new competitors had entered the lucrative field.
Despite these challenges, Nurx still produced incredible growth in patient requests throughout 2021. In Q4, they wanted to make one last push to end the year on a high note. ADM worked with the Nurx team to set aggressive growth targets for the final quarter of the year.
In order to encourage growth, we focused heavily on keyword diversification and optimization.
Part of our continued keyword development involved extensive keyword builds that directly related to conditions and treatments. We also expanded keywords to include comparable and alternative medications. From 2020 to 2021, we more than doubled the number of converting keywords.
Nurx is a mission-driven healthcare company focused on women’s health needs. They are the leading online provider for birth control while also providing affordable access to PrEP, test kits, and emergency contraception. In 2021, they expanded into additional specialties, including dermatology. Now a part of Thirty Madison, the companies together serve over 750,000 patients.
To meet our growth targets, we needed to expand and scale our SEM efforts rapidly on multiple fronts. We focused on the following initiatives to help us achieve our aggressive goals.
Google Shopping Development
To advertise with Google Shopping, a client’s website and items within their feed must meet the requirements for approval set by Google Merchant Center. We worked with the Nurx development team to update the website and to gain Google Merchant Center approval to advertise within Google Shopping. By creating a more intuitive user flow and eliminating dead ends, we were able to gain approval.
From there, we turned our effort to building and scaling. First, we created and optimized their product feed for maximum reach on relevant terms across Google and Microsoft Ads. After building the feed, we designed an intricate shopping structure that organized products by category and item significance so that they would bid effectively based on our return on ad spend (ROAS) goals.
New keywords aren’t useful if they don’t lead to accurate and relevant content, particularly in the case of health-related searches. If we could deliver users the best information about their treatments and conditions, we would increase the likelihood that they became Nurx patients. Knowing that, we put an emphasis on building new custom landing pages. Each new page was relevant to important audience segments and included copy that directly matched the specific conditions users were searching for. In total, we built and tested 56 new landing pages and 134 new product detail pages.
- We are proud to say 2021 ended on a high note. Our aggressive Q4 goals were met and we successfully grew monthly patient requests by 70% compared to the year before. The new initiative within Google Shopping yielded an 18% share of patient requests in Q4.
- Though the previous year’s momentum may have seemed hard to replicate, our efforts made 2021 another record-setting year for monthly patient requests. Nurx improved on their already-impressive 2020 numbers by 31% in 2021.
- In February 2022, Nurx continued its remarkable string of success by announcing a merger with direct-to-consumer health giant Thirty Madison. Together, they expect to generate $300M in revenue in 2022.
“I’ve worked with the ADM team at 2 roles/companies and they’ve been able to scale across diverse needs in search. I’ve recommended them to dozens of colleagues and I always get kudos from them later. Now, they are a secret weapon so I keep it to myself.”
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