A Full-Funnel Partnership Driving Brand Awareness and Lead Generation
Optalis Health & Rehabilitation operates more than 30 communities across Michigan and Ohio, providing skilled nursing, rehabilitation, assisted living and memory care. Each location serves a different market with its own competitive landscape, family demographics and search behavior.
Families researching senior care don't decide quickly. They spend weeks or months looking, comparing and quietly forming opinions before they ever pick up the phone. Optalis needed a marketing partner who understood that journey and could show up at every step — across every community.
That's where our partnership and strategic expertise comes in. We continuously monitor performance across every market, then translate what we see into recommendations. The goal: increase occupancy through measurable brand awareness and qualified lead generation in every market they serve.
The Results
32% ↑ website traffic growth year over year
24x ↑ increase in monthly conversions through paid search
438% ↑ increase in sessions from AI search platforms
CLIENT TESTIMONIAL
Hear from Optalis Healthcare
"With digital websites and social media, the rules keep changing. And so, to be able to stay on top of that, you really need someone that that is their specialty... We really rely on Marketing Essentials to provide guidance and strategy development and to help us carry it out.”
– Jody Beckley | Corporate Director of Marketing and Business Development - State of Ohio
"Marketing Essentials has helped us achieve amazing results! We increased website clicks by 20% from the prior year, and dramatically increased our SEO: in some markets we went from 14th to 1st place."
– Stephanie Greazel B.S., NHA | Corporate Director of Public Relations and Brand Management
A Strategic Marketing Partnership
An Integrated Digital Program Across 30+ Communities
With 30+ communities across two states, Optalis needs to show up everywhere a family might look — local search results, Google Maps, AI-driven research tools, paid ads and high-performing location pages. We built and continuously manage an integrated program that connects SEO, paid advertising and website performance into one growth engine.
The approach includes:
Ongoing optimization of all location pages with market-specific keywords and content built around the way families actually search
Active Google Business Profile management across every community, including photo updates, category refinements and review monitoring
Content development addressing high-intent family questions
AI search visibility optimization as families increasingly start their research on ChatGPT, Perplexity, Gemini and Copilot
Paid search campaigns segmented by care level and by market
Performance Max, display and brand search campaigns to reach families at every stage of the research journey
Call tracking integrated with ad campaigns, so the sales team knows where leads came from
More results:
557,000+ website sessions, up 32% year over year
9.5 million Google search impressions, with 207,593 clicks
19.6% paid search conversion rate — well above healthcare industry benchmarks
