The hospital system partnered with GRADIANT to implement a comprehensive SEM strategy overhaul. GRADIANT began by thoroughly analyzing the hospital’s current digital presence, market position, and target audience. The team identified KPIs and set clear goals for lead generation, cost efficiency, and market share. Based on their findings, GRADIANT and the hospital system developed a tailored SEM strategy that included implementing a hospital-system-forward branding approach to unify messaging across all facilities, leveraging advanced SEM techniques including responsive search ads, refining keywords from broad terms to exact-match keywords and phrases, and planning for continuous improvement using Google’s Recommendation Tool. They focused on optimizing ad combinations dynamically, improving impression share in competitive markets, enhancing user understanding and quality scores by adding page summaries to site links, and continually monitoring and adjusting the campaign based on performance data.