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Urgent care & emergency medicine

Doubling an urgent-care group's booking rate, and proving what drove it

2x
booking rate, year over year
~$10
blended cost per booked appointment
20%
of conversions added by Demand Gen, without cannibalizing search
3.3x
assist ratio from Demand Gen in one market

The challenge

A multi-location urgent care group wanted more booked visits, and to know which channels actually drove them.

What we did

  • Ran search and Demand Gen together, with rebuilt tracking that measured real bookings, not just clicks.
  • Split emergency care into its own campaign so each line ran on its own economics.
  • Fixed a landing-page misroute that was leaking conversions.

Results

Booking quality nearly doubled year over year: the share of conversions that became booked appointments rose from about 8% to nearly 18%, at roughly $10 blended. And we settled a question most agencies only guess at, was Demand Gen worth it, or just taking credit for search? The attribution showed it was genuinely additive, driving about 20% of conversions and assisting search up to 3.3x in one market. Proof, not assumption.