Denver, and then Colorado Springs
A parent still had to find the therapy
Solace provided in-home physical, occupational, and speech therapy for children, and in 2019 it was preparing to serve Colorado Springs as well as Denver. A parent looking for a child’s therapy could land on adult home care instead. We worked with leadership to separate those services and to aim the search and the listings at the expansion.
The searches parents were already using
Those searches started showing Solace
By May 2019, “pediatric home service” had moved from Google position 72 to 2, and “in home therapy for kids” from 100 to 2. By October 2020, organic website traffic was about twice the year before. Average monthly calls from the Google listing went from about 40 to about 160.
March 2020
Schools closed, and therapy had to move home
Solace had planned telehealth for later in 2020, for families outside its usual area. When schools and clinics closed, it brought the service forward. We turned that launch into a campaign for parents in Denver, Larimer County, and Colorado Springs: a break in the usual routine did not have to mean losing therapy.
The campaign parents could use
Remote sessions reached the families who needed them
By early May, the Facebook ads had delivered more than 1.3 million impressions and more than 3,000 link clicks. Solace’s move to remote therapy doubled the number of sessions it provided. Parents could see that the care was still available.
The next constraint
Too many children and not enough clinicians
Parent inquiries were running ahead of the clinicians who could see the children. We kept the family campaigns going, and we aimed more of the marketing at therapists looking for work. By October 2020, 17 of 38 tracked recruiting terms were on Google’s first page.
Years, not one campaign
Families kept finding Solace, and so did clinicians
In the second quarter of 2023, impressions in Google’s job results were more than three times the year before. In the last quarter of 2023, Solace appeared in Google search about 538,000 times, up from 380,000 a year earlier. By June 2024, four Colorado Google profiles held 837 reviews, and each was rated at least 4.7.
The next chapter
Care Options for Kids acquired Solace
Care Options for Kids acquired Solace. The years before that were the search that brought families in, the telehealth campaign when schools closed, the recruiting when inquiries outran the clinicians, and the reviews families used when they were choosing a provider.
