The University of Florida Proton Therapy Institute is a state-of-the-art radiation oncology center, one of just a handful in the country, that uses high-powered protons to deliver bursts of radiation to a tumor. The institute was made possible through support from many partners including Shands Hospital, the University of Florida, and the State of Florida.

In 2006, the UF Proton Therapy Institute approached Shepherd with a goal to generate enough patient inquiries to meet operational goals. These inquiries, after all, are important indicators of future patient capacity levels and ultimately impact the number of qualified patients UF Proton Therapy Institute treats for cancers.

Shepherd recommended and implemented a search engine marketing campaign utilizing both organic search (SEO) and pay-per-click (PPC) strategies. By targeting Internet users already searching for keywords related to proton therapy, UF Proton Therapy Institute was able to effectively reach a highly-motivated audience interested in the unique cancer treatment.

The campaign resulted in more than enough inquiries to meet operational goals and to achieve record-breaking numbers of daily patient treatments. With 66 percent of inquiries directly resulting from the concentrated search engine marketing campaign, and a 17.3 percent conversion rate, the client gained a 31-to-1 return-on-investment.

UF & Shands is an academic medical center affiliated with the renowned University of Florida medical school. The hospital, which covers multiple city blocks and includes two formerly competing hospitals that merged, is regarded as one of the region's most technologically advanced and features top cardio, neuro, trauma, and pediatric specialists. The only problem is, rather was, that the hospital's sprawling growth had created a campus layout that was confusing, frustrating, and at times, infuriating to visitors.

By taking the vantage point of a visitor to the hospital, more than likely a person who is sick or there to visit a sick loved one and not in the sharpest mental state, we were able to develop a signage and wayfinding architecture that (a) was a better reflection of the brand, and (b) drastically enhanced the visitor experience.

Alere specializes in connecting physicians and patients with high-risk health issues with the tools and resources they need, when they need it. The company was feeling the effects of a fading brand being eclipsed in the marketplace by competitors and physician apathy. They came to us to help re-launch the product, an established product, in a crowded and established market.

After spending time with OBGYNs, we launched a fact and opinion-finding mission to secure the position and messaging that would generate the most motivation. Our IDIs and e-surveys led us to a position that demonstrated Alere's commitment to the physician. We were there to help them with their patient, not supercede that relationship. We took our message to them with direct-to-physician approach that included aReferral Kit, Case Study, Sales Aid, and Patient Status Report Detailer.

The results? Our work generated a 40% year-over-year growth in revenue.