Aprima expands digital footprint with strategic videos and PPC campaigns. Our digital strategy integrated video and PPC to help the electronic health records company increase leads and brand awareness

Goals

• Increase the number of qualified leads
• Build brand awareness
• Capture product value
• Build a voice around latest industry trends

Approach

The project was tackled in three phases:

1. PPC – Competitor campaigns were analyzed across four main areas – keywords, ad copy, landing pages and post-conversion experience – and insights were used to rebuild Aprima’s PPC campaign from scratch. The campaign was integrated with Salesforce to track sales pipeline activity.
2. Video – The video team produced scripts, storyboards, and short videos to help Aprima clearly showcase the value of its core service areas, including: EHR software, RCM and Practice Management. Video animations were also used to develop a voice around key industry trends such as MACRA/MIPS and Chronic Care Management.
3. Technical/ UX updates – An in-depth technical audit of the Aprima website, highlighting key technical and on-page issues. The SEO and development teams worked together to fix the issues and improve the overall user experience.

Results

• Monthly PPC leads increased from 1 to 33 in just 30 days
• Number of qualified PPC leads increased by over 50%
• A video series used to enable demand generation and brand awareness