Geisinger is a nationally recognized healthcare provider and payer which offers a unique perspective as an industry consultant. With innovations in patient care services that were compelling and preferred benefits that patients would be willing to travel a modest distance to experience, the health system was struggling with their new "Destination Care" initiative. The new program needed to gain traction and attract patients from outside their geographical coverage area immediately.

In analyzing key data sets on a county-by-county basis, across six states, heat maps were developed to show key areas of opportunity. Based on data points of geography, hospitals, surgery types and patient behaviors, as well as an in-depth patient journey, a clear understanding of the biggest priorities were clearly visible for an initial eight-week paid search pilot program. With the conversion rate, the program more than paid for itself and proved paid search was a viable solution.