How Hey Jane became the #1 online abortion clinic

The challenge

Staying compliant while growing

‍

Early June was brought on to increase net new patient acquisition in 2022. As a virtual clinic in a hyper-litigious industry, the focus was clear: Grow, but not at all costs.

Finding broad match keyword sets and the right messaging proved to be the key to unlocking further growth, as the Early June team balanced HIPAA compliance while still leveraging performance marketing best practices.

‍

‍

Our approach

Let's go broad

‍

The Early June team revamped the existing Google Ads account with a focus on healthcare industry standards: No mention of drug terms and prioritizing patient privacy in a digital-first era.

Operating in an industry that largely does not allow advertising proved difficult but not impossible: The team expanded aggressively into broad match keywords and found extended reach, covering nearly all, even remotely relevant queries.

With a solid and compliant account structure now live, the team could support the launch of 4 new conditions over the summer of 2023 with very little preparation time.

The team quickly rolled out and optimized messaging around insurance, as Hey Jane became the first online abortion provider to accept insurance.

‍

‍

The results

Same CAC, more customers

‍

Leveraging the Early June account structure and winning ad copy messaging, Hey Jane was able to support new conditions and quickly expand geographical market coverage.

‍