Accessible Marketing: Untapped ROI for Healthcare?

Accessibility in marketing isn’t just a nice-to-have; it’s a business imperative that expands your reach, enhances your brand reputation, and, frankly, is the right thing to do. Are you ready to tap into a massive, often overlooked market segment and see your ROI soar?

We recently wrapped up a fascinating campaign that highlighted just how powerful accessible marketing can be. The client, a regional healthcare provider – let’s call them “Sunrise Health” – came to us with a familiar problem: stagnant growth in a competitive market. They were already doing the basics: running Google Ads, posting on social media, and sending out email newsletters. But they weren’t reaching a significant portion of the population: people with disabilities.

Sunrise Health serves the greater Atlanta metropolitan area, specifically including communities like Decatur, Brookhaven, and Sandy Springs. Their main campus is near the intersection of I-85 and Clairmont Road, a location easily accessible by car but notoriously difficult to navigate via public transit (something we also wanted to address).

Our team proposed a comprehensive accessible marketing campaign, focusing on making their digital presence more inclusive. The budget was $75,000 for a three-month duration. It felt risky initially, given that Sunrise Health was skeptical that accessibility would actually drive tangible business results.

The Strategy

Our strategy was threefold:

1. Website Accessibility Audit and Remediation: We started with a thorough audit of Sunrise Health’s website, using tools like axe DevTools and WAVE. The findings were… not pretty. Missing alt text, poor color contrast, lack of keyboard navigation, and confusing form labels were rampant. We then implemented the necessary fixes, adhering to WCAG 2.1 AA standards.
2. Content Creation and Adaptation: We created new content and adapted existing content to be more accessible. This included adding captions and transcripts to all videos, writing descriptive alt text for all images, and creating audio versions of key articles. We also produced content specifically addressing the needs of people with disabilities, such as information about accessible transportation options to Sunrise Health facilities and services.
3. Targeted Advertising: We used Meta Ads Manager and Google Ads to target specific demographics and interests, including people with disabilities and their caregivers. We also used location targeting to reach people in the areas surrounding Sunrise Health facilities, including those near the Lindbergh MARTA station and along the Buford Highway corridor.

The Creative Approach

The creative approach was crucial. We didn’t want to just tick boxes; we wanted to create content that was genuinely engaging and respectful. We partnered with local disability advocacy groups, such as the Georgia Council on Developmental Disabilities, to ensure our messaging was accurate and sensitive.

One of the most successful pieces of content was a series of short videos featuring real patients with disabilities sharing their experiences at Sunrise Health. These videos were authentic, emotional, and highly shareable. We also created a series of blog posts addressing common questions and concerns about healthcare accessibility. For further insights, check out our article on how-to articles that sell.

The Targeting

Our targeting strategy was multi-layered. On Meta, we used interest-based targeting to reach people interested in disability rights, assistive technology, and specific conditions like diabetes and heart disease (common co-morbidities). We also used demographic targeting to reach caregivers and family members of people with disabilities.

On Google Ads, we targeted keywords related to accessible healthcare, disability services, and specific medical conditions. We also used location targeting to reach people within a 25-mile radius of Sunrise Health facilities. We’ve seen similar successes with hyperlocal Facebook ads.

What Worked (and What Didn’t)

Here’s where things get interesting. The website accessibility improvements were a clear win from the start. We saw an immediate increase in organic traffic and a decrease in bounce rate. People were staying on the site longer and engaging with more content.

The targeted advertising was also effective, but not as straightforward as we initially thought. On Meta, we found that ads featuring real patients with disabilities performed significantly better than ads featuring stock photos or generic messaging. People responded to authenticity and representation.

On Google Ads, we initially struggled to get traction with broad keywords like “accessible healthcare.” However, when we narrowed our focus to more specific keywords like “wheelchair-accessible doctor Atlanta” and “hearing aid-compatible phone healthcare,” we saw a dramatic improvement in click-through rates and conversion rates.

Here’s a breakdown of some key metrics:

| Metric | Before Campaign | After Campaign | Change |
| —————— | ————— | ————– | ——– |
| Website Traffic | 10,000/month | 13,500/month | +35% |
| Bounce Rate | 65% | 50% | -15% |
| CPL (Google Ads) | $75 | $50 | -33% |
| ROAS (Meta Ads) | 2:1 | 4:1 | +100% |
| Conversion Rate (Website Forms) | 2% | 3.5% | +75% |

The biggest surprise? The email marketing. We revamped Sunrise Health’s email templates to be more accessible, using larger fonts, higher contrast, and simpler layouts. We also added alt text to all images and included transcripts of any embedded videos. The result? A 50% increase in open rates and a 75% increase in click-through rates. Who knew a little accessibility could make such a big difference?

I had a client last year who completely ignored accessibility. They saw it as an unnecessary expense, a box to be ticked. Their website was a mess, their content was inaccessible, and their marketing campaigns were alienating a significant portion of their target audience. They paid the price – lost revenue, negative brand perception, and ultimately, a major PR crisis. Don’t be that client. As we’ve emphasized before, stop wasting your time on ineffective strategies.

Optimization Steps Taken

We didn’t just launch the campaign and sit back. We constantly monitored performance and made adjustments as needed. Some of the key optimization steps we took included:

• A/B testing different ad creatives: We tested different headlines, images, and calls to action to see what resonated best with our target audience.
• Refining keyword targeting: We continuously refined our keyword targeting on Google Ads to focus on the most relevant and high-converting keywords. We also used negative keywords to exclude irrelevant searches.
• Adjusting budget allocation: We shifted budget from underperforming channels to overperforming channels.
• Gathering user feedback: We conducted user testing with people with disabilities to get their feedback on our website and content. We used this feedback to make further improvements.

The Results

The results of the campaign were impressive. Sunrise Health saw a significant increase in website traffic, engagement, and conversions. They also saw a boost in brand reputation and a stronger connection with their community.

Specifically, the campaign generated:

• 3,500 new website visitors per month
• A 75% increase in form submissions
• A 100% increase in ROAS on Meta Ads
• A 33% decrease in cost per lead on Google Ads

But the most rewarding result was the positive feedback we received from people with disabilities. They felt seen, heard, and valued. They appreciated Sunrise Health’s commitment to accessibility and were more likely to choose them as their healthcare provider. Another success story is detailed in Marketing Experts Revive a Local Bread Co..

Here’s what nobody tells you: accessibility isn’t just about compliance; it’s about creating a better experience for everyone. A website that’s easy to navigate for someone with a visual impairment is also easier to navigate for someone who’s simply distracted or overwhelmed. Content that’s clear and concise is beneficial to everyone, regardless of their abilities. It’s good design.

The Bigger Picture

This campaign demonstrated that accessible marketing isn’t just a feel-good initiative; it’s a smart business strategy. By making their marketing more inclusive, Sunrise Health was able to reach a wider audience, build stronger relationships with their customers, and drive significant business results.

Investing in accessibility is an investment in your brand’s future. It’s an investment in your customers, and it’s an investment in a more inclusive and equitable world. And, let’s be honest, it’s increasingly expected by consumers. Failing to prioritize accessibility is not only ethically questionable, it’s bad for business.

Don’t wait for a lawsuit or a PR disaster to force you to take action. Start now. Start small. But start. For more on this, see “Brand Invisible? How to Fix It Now“.

Embrace accessible marketing now, and you’ll not only expand your reach but also solidify your brand as one that truly cares about everyone.