Arkansas Urology: filling the schedule, defending the market

Arkansas Urology is the state's largest urological practice, built over decades into a network of locations stretching from Bentonville to El Dorado. Scale like that creates three different problems at once, not one: a screening program has to produce volume, not just interest. A brand-new market has to be introduced from zero, since name recognition built in Little Rock does not travel to Fayetteville on its own. And an established leader has to be ready to defend share the moment a well-capitalized newcomer decides to compete for it.

Solve each of those three problems with the same discipline: build a plan, wire it to a dashboard that reports on outcomes the practice actually cares about and prove the number before asking for more budget to do more of it.

The relationship runs on TraDigital™, our approach to running traditional and digital media as one system. Over more than two decades, that has meant strategic planning, media placement, public relations, content, the website, social and creative, all reporting to the same team rather than being split across vendors.

Three specific campaigns show how that discipline plays out.

Arkansas Urology's dedicated men's health clinic in Little Rock offers free comprehensive screenings, the kind of front door that gets a man in the building before something is seriously wrong. The campaign ran radio, search engine marketing, Facebook advertising, public relations, organic social and display and the dashboard tracked the full path from landing page visit through phone call, screening, follow-up appointment and downstream revenue, not just activity at the top of the funnel.

Two new clinics and three providers opened in a market where the Arkansas Urology name meant nothing yet. The plan leaned on radio, television, Facebook advertising, public relations and search engine marketing to build brand awareness, reputation and a patient base from the ground up, tracked against landing page visits, online appointments, new patients and cost per acquisition.

In 2021, a well-known cancer treatment practice expanded into general urological care, with a strong existing presence in Central Arkansas and plans to build in Southern Arkansas, a market Arkansas Urology was still growing into. The response was a full TraDigital™ campaign built around what made Arkansas Urology different: 25 years of focus on one thing, urology, against a competitor spreading across many specialties. Creative featured the practice's own physicians and their experience, run across television, connected TV, outdoor, search, display and public relations.

The supplied print ads illustrate Men’s Health Month screening messages and 2023 practice recognition. The the partnership results in this case study are not attributed to these individual ads.

Almost 4 million media impressions across digital, traditional and earned media

More than 12,500 landing page visits

58% of those visits came from digital media advertising

These figures come from an internal case study deck prepared in February 2022 and describe results from the same three campaigns, from an earlier reporting period:

Men's Health screening campaign: 473% marketing ROI and a 33% increase in appointments, reported for 2021

Northwest Arkansas expansion: 27% increase in new patient appointments and a 44% increase in overall appointments, both from 2020

Competitive intrusion campaign (2021): overall appointments up 12% from 2020 and 2019 (pre-pandemic), rural location appointments up 26% year over year

Television: more than 10 million impressions, with a 21% increase in website sessions in the campaign's first two months

Connected TV and pre-roll video: more than 170,000 impressions at a 99% completion rate on Connected TV, and more than 1.3 million pre-roll impressions with more than 7,000 clicks to the site

Outdoor: about 47 million impressions from five boards across Central and Southeast Arkansas

Search engine marketing: more than 30,000 clicks, 3,681 conversions and an 8.93% average click-through rate against a cited healthcare standard of 3.27%

Display advertising: 981,000 impressions and 876 clicks, targeted statewide to people with search and purchase behavior tied to urological conditions

Public relations: more than 22 million earned media impressions through TV interviews, news articles and thought leadership

Overall 2021 result: about 42,000 pageviews in the online scheduling section, a 23% increase in overall website sessions year over year and enough appointment growth that the practice hired additional providers in 2022

Arkansas Urology is one of the clearest examples of what this kind of partnership becomes over time. In the past several years alone, the practice has added an ambulatory surgery center, eight new locations, a dedicated men's health clinic and service line, and launched the Arkansas Urology Foundation. A relationship built on proving one number at a time, screenings, then a new market, then a market defense, kept expanding because each stage gave the practice a reason to fund the next one.