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What we learned about the U.S. healthcare system by including “FREE” in our Google AdWords campaigns

When we opened Accesa Health in 2008, we were confronted with the handful of advertising options that local businesses face to help customers find them: print ads (yellow pages, weekly mailer services, flyer services, etc.), and the internet.

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Print ads seemed like an expensive proposition, demanding upfront fees with no guarantee that customers would show up. The internet seemed like a big place for a small brick and mortar health care business to advertise, but we found Google AdWords which would let us take baby steps with spending and iterate quickly on messages. It would also, theoretically, connect us with patients when they actually needed our services, not randomly as with most print ads.

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With health only comprising 2% of reviews on Yelp, the big unknown at the time was would people use the internet to shop for health care services? My partner and I still remember the first patient who came in and said that he had found us on the internet. It was a so-called aha moment, but there were problems.