+73%

Web Appointments

+32%

Conversion Rate

+30%

Click‑Through Rate

NYU Langone Health partnered with MoreVisibility to modernize patient acquisition across high‑intent search while preparing for an AI‑accelerated future. By centering audience segmentation and AI‑ready campaign architecture (Search + Performance Max), the team delivered meaningful growth in digital appointment volume and conversion efficiency – without sacrificing brand integrity or clinical priorities. They operate at significant scale – 12.3M outpatient visits and 411,652 ED visits annually (FY25), with nationally ranked specialties and top‑tier quality accolades. That scale brings both opportunity and complexity: demand fluctuates by location and service line, and patient journeys are non‑linear and validation‑driven.

The Challenge

  1. Acquire patients efficiently at scale while maintaining specialty and location relevance.
  2. Personalize at the edge (message, location, access) amid unpredictable patient pathways.
  3. Future‑proof for AI‑driven discovery (AI Overviews, AI Mode, agentic search) without losing near‑term performance momentum.

Our Goals

  • Increase digitally scheduled appointments (primary success metric).
  • Lift conversion rate from high‑intent traffic.
  • Improve CTR and quality signals to feed smart bidding and asset delivery.
  • Build an AI‑ready foundation for visibility across emerging AI experiences.

The Solution

Audience Strategy at the Center
We replaced “channel‑first” planning with audience‑first orchestration:

  • Data‑informed segmentation blending behavioral signals (search intent, MyChart activity), clinical priorities (service‑line growth), and geographic access (facility proximity, local demand).
  • Actionable personas to inform who to target, what to say, and where/when to reach them across Search and Performance Max.
  • Continuous learn‑measure‑refine loop to evolve segments by observed performance.

Example segment: 18–34 “Access‑First” –  values speed, nearby locations, app‑based communication; responds to messages highlighting digital access, online booking, telehealth, and mobile simplicity.

Activation & Campaign Architecture

  1. High‑Intent Search Built for Relevance
  2. Performance Max to Scale Qualified Demand
  3. Real‑Time Access & Availability
  4. AI‑Forward Optimization

The Results

As MoreVisibility and NYU Langone Health reshaped their acquisition strategy, the shift was immediately felt in how patients discovered and engaged with care. Audience-driven insights and AI-ready architecture created cleaner, more intuitive paths from search to scheduling, allowing NYU Langone’s scale and clinical strength to translate into real patient action rather than digital noise.

The impact quickly became clear. Web-scheduled appointments climbed by 73%, supported by a 32% lift in conversion rate and a 30% increase in click-through rate. For both teams, these gains weren’t just performance wins; they signaled a scalable, future-proof framework that aligns real patient needs with modern discovery experiences and strengthens a partnership built on moving ahead of where healthcare marketing is going next.