Digital Marketing Services for Senior Care Organization
- Other Digital Marketing Pay Per Click Search Engine Optimization Web Development
- $1,000,000 to $9,999,999
- Oct. 2016 - Ongoing
- Quality
- 5.0
- Schedule
- 4.0
- Cost
- 5.0
- Willing to Refer
- 5.0
“Inertia always goes the extra mile to find a solution.”
- Healthcare
- Indianapolis, Indiana
- 10,001+ Employees
- Phone Interview
- Verified
Inertia Digital Marketing provides digital marketing services for a senior care provider. Their team handles multiple efforts ranging from web development to PPC and SEO to social media advertising.
The partner has seen year-over-year growth as a result of the digital marketing efforts. Inertia Digital Marketing implements an effective project management style, addressing needs quickly and maintaining extreme responsiveness. Transparency is a hallmark of their high-quality work.
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
BACKGROUND
Introduce your business and what you do there.
We’re the largest senior care provider in the state of Indiana. I’m the digital manager of the company.
OPPORTUNITY / CHALLENGE
What challenge were you trying to address with Inertia Digital Marketing?
Inertia joined our company in a smaller capacity around four years ago, solely focusing on our recruiting efforts. At that time, we were completely outsourcing all recruiting marketing, from design to ads. I was brought in to be the in-house designer, and we were looking for opportunities to grow our social reach, Google traffic, and everything else digital marketing.
We met with Inertia to discuss our options around recruitment and ended up signing on with them for overall marketing, just based on their performance.
SOLUTION
What was the scope of their involvement?
Inertia was originally brought on to run our ads and enhance our website. We now look to them as a voice in the conversation to tell us what we can do to be better. They’re always looking at what the future is for senior care.
Since starting, they’ve taken over our website. They manage all updates and changes. We had a highly customized website from a previous vendor, so Inertia had to do a lot of troubleshooting on it in the beginning.
We’re getting ready to embark on our next project, which will be redesigning and rebuilding the site from the ground up. Our company is split into two different segments — healthcare and senior living — and Inertia has already redesigned the entire senior living division.
They manage all our PPC and SEO efforts, including Google Analytics, our paid Facebook presence, and our blog content. We’re currently working on virtual tours for our community, which Inertia is putting together, launching, and hosting.
What is the team composition?
We’re working closely with Adam (President). Jeff (Senior Account Executive) works in the recruiting department and does a lot of our reporting. They have someone to help us with virtual tours, and we just started working with another team member for content production.
How did you come to work with Inertia Digital Marketing?
It was a word-of-mouth reference through a friend. I sent Inertia a message on Facebook asking if they did this kind of work. We had a phone call and set up a more formal meeting to see what they had to offer.
How much have you invested with them?
The overall contract is around $500,000 per year. They charge us a flat fee for Facebook Ads management, no matter how many ads we’re running.
What is the status of this engagement?
We started working with Inertia in October 2016, and the engagement is ongoing.
RESULTS & FEEDBACK
What evidence can you share that demonstrates the impact of the engagement?
We’re continuously seeing growth across all digital efforts. We’ve definitely seen increases year over year. Our team sees consistent trends in that we dip during December and rise during February. It’s always comforting to me to know that it wasn’t something we were doing wrong, but that it’s just what our demographic’s trends look like.
Especially during the COVID-19 pandemic, we had many different challenges and had to think about what else we could do to support our residents, their families, and our community in general. Inertia was right there, throwing out ideas and brainstorming with us. They’re not a vendor. They’re 100% part of our team. We trust them, and we know we can go to them.
We continued to see an increase during COVID-19. We had visitor restrictions in the state of Indiana, which can be a scary thing from a sales and marketing perspective, but we continued to see the same trends. Our numbers are higher than in previous years, and that’s occurring at a lower cost per click and per lead.
Their tagline is “Don’t pick a vendor. Pick a partner.”, and there’s no truer statement. They’re not just our vendor. Inertia always goes the extra mile to find a solution.
How did Inertia Digital Marketing perform from a project management standpoint?
We have a really great system. As I said, Inertia is not just a vendor. We’re a large company, and we have many stakeholders in anything we do, so it’s really an open-door concept. If I need something, it’s a text, email, or call away.
As we work through these projects, I can tell Inertia what we need, and they’ll adjust. I check them, and they check me. Adam knows that I’m an open book and can just tell me what he needs. He always makes sure to keep me on track because digital is just a small piece of my puzzle.
We utilize a lot of tools, and Google is our best friend. Since we’re in healthcare, we have high-level security and do a lot of filesharing. We have monthly and weekly calls to stay on track.
We started the virtual tours process two months ago. We have over 90 photoshoot days, plus the collaboration with our community. It benefits us to be a little less formal, and Adam is always extremely responsive.
As far as project management goes, Inertia knows what our expectations are and they deliver what we need.
What did you find most impressive about them?
It’s their transparency, hands down. If we need a piece of data, they’ll find it. I’ve worked with vendors in the past where when I asked why the cost was so high, I’d just get an answer such as “That’s just how Facebook is.”
Inertia digs deep and looks at the work year over year and month over month, and they propose changes aimed at getting us a lower cost. Never once have I had to question them, and they pretty much know what I’m going to ask at this point, so they find those answers before I even ask.
We want someone we can trust and to make sure that they’re an advocate for our ad spend, and Inertia is spending it responsibly and reasonably.
Are there any areas they could improve?
This is one part of my job that I never have to worry about, so it’s hard to say if there’s anything they could change. I never have to question them. Adam has expanded his team to help serve us better. He’s located in Florida, and we’re in Indiana, but he always offers to fly over here when we have to discuss something.
Do you have any advice for future clients of theirs?
An important part is putting in the time to make sure that Inertia learns about the client’s company. The upfront education we made helped better serve us in the long run. The onboarding process was lengthy, but that’s because we’re diverse in our services and how we function as a company.
Any vendor onboarding is lengthy but for one that runs a company’s marketing as intently as Inertia does, really knowing and not just guessing helps. I’ve thrown tons and tons of collateral at them, and we’ve had conversations about why something is different and why it works that way.
Having lengthy conversations with our stakeholders in senior living has helped Inertia better grow our audience and leads. They’re there to learn, and they’re an open book. Anyone looking to venture into the Inertia world should treat them as an employee and not a vendor.
RATINGS
-
Quality
5.0Service & Deliverables
-
Schedule
4.0On time / deadlines
"We have a lot of stakeholders and sometimes get behind, so we can’t put delays solely on Inertia."
-
Cost
5.0Value / within estimates
"We get what we paid for as long as we take advantage of it."
-
Willing to Refer
5.0NPS
"Any company would be lucky to have them, but they have a great grasp on the senior care industry.
