PsycIME: SEM/SEO Leadership, Conventions Strategy & Full-Funnel Digital Transformation
A national IME provider re-built for scale, authority and lead generation.
PsycIME is a national psychological and psychiatric IME provider serving law firms, insurers/TPAs, employers, unions, government agencies and individuals across Canada. Built on clinical excellence and specialist networks, the organization required a digital, operational and marketing overhaul to lead the highly competitive IME space.
The Brief
PsycIME needed to transform its digital presence, organic authority, lead pipeline and reporting infrastructure while addressing an increasingly competitive IME landscape. Simple Simple was engaged to build a full-funnel ecosystem spanning website expansion, SEO dominance, paid media, convention strategy, audience segmentation, CRM architecture, and real-time analytics.
Key goals
Own the SEM/SEO landscape for IMEs across Canada
Expand the website from ~40 pages to 200+ authoritative, keyword-rich pages
Develop a scalable convention strategy tied directly to lead quality and ROI
Build living dashboards with real-time attribution across all channels
Unify data systems (Salesforce, Shopify, HubSpot, analytics, ad accounts) into one reporting language
Run conquesting tactics to defend against competitors while expanding footprint
Improve CPA/CPL, reduce ad waste, increase qualified leads across all regions
Our Approach
1. Website Expansion, SEO Architecture & Content Authority
To dominate IME search and improve visibility, we executed a multi-layered content and SEO expansion:
Audience-Specific Pages (Ontario, Alberta, BC, Saskatchewan)
Created region-specific landing pages for every major audience segment, law firms, insurers, employers, TPAs, unions, government, and individuals, each interlinked with relevant services in those provinces. Estimated content expansion: 40 → 200+ pages.
Brand Equity Pages (Specialist Profiles)
41% of PsycIME’s organic search traffic is related to clinician names. We began developing detailed pages for all 13 specialists and leadership, massively boosting discoverability and ranking for high-volume name searches.
Blog & Resource Growth
- Added 25-30 new blog posts
- Re-optimized legacy blog content
- Implemented SEO keyword review, formatting, interlinking and schema updates
Technical SEO & Website Health Improvements
- Fixed indexing, crawl issues, site speed, and core web vitals
- Ongoing toxic backlink disavowal
- Continuous monitoring of organic keywords gained/lost, DA progress, and load times
This created a scalable, constantly expanding authority engine for PsycIME’s digital presence.
2. Conventions Strategy: Analytics-Driven Lead Acquisition
PsycIME invests heavily in conventions. But until now, there was no data-driven way to evaluate ROI.
We introduced a pilot program that maps cost, audience type, geography, booth material, and follow-up workflows against actual CPA and CPL metrics, then ties that back to web traffic, conversions and engagement.
This system now informs:
- Which conventions produce warm leads
- Which booth materials drive QR scans and site visits
- Which regions produce optimal claim-to-consult ratios
- How convention traffic converts compared to digital channels
This baseline will shape PsycIME’s conventions strategy for the years to come.
3. Paid Media & Conquesting Program
We built a dual-layer paid media system:
Always-On Conquesting
Targets competitors’ audiences and high-intent keywords, while defending PsycIME’s brand terms.
Convention-Driven Campaign Bursts
Hyper-regional campaign sets aligned with convention locations, legal audiences and insurer clusters.
Google + Programmatic Mix
- Google Search Ads for last-mile intent
- Programmatic Display for awareness and retargeting across devices (TV, mobile, apps)
Regional Budget Allocation
Funds can be reallocated to provinces with current capacity enabling load-balancing and maximizing conversions.
4. Email Marketing & HubSpot CRM Integration
We transformed PsycIME’s email program into a segmented, automated communication ecosystem:
Audience Segmentation
Law firms, insurers, TPAs, employers, government agencies, and individuals, each with tailored messaging and CTAs. Provincial segmentation for Ontario, Alberta, BC, and SK.
Full HubSpot Integration & Governance
- Set up automations, nurturing workflows and lead scoring
- Website → HubSpot → BI analytics connection
- HTML email template design
- Backend cleanup, taxonomy, sync testing, API & permissions validation
HubSpot now acts as a central communication hub across all funnel stages.
5. Living Dashboards & Cross-Platform Reporting
We created a unified reporting backbone that merges:
Salesforce → Shopify → Google Analytics → Google Ads → HubSpot → Programmatic → Convention Data → Organic SEO → Web Behavior.
The result is real-time visibility into:
- Lead sources
- High-value audiences
- Regional demand
- Cost-per-lead by channel
- Organic keyword momentum
- Convention ROI
- Revenue attribution across all touchpoints
