Client Case Study: Orthopedics Case 3
Meet Orthopedic & Sports Medicine Center (OSMC)
OSMC is the go-to healthcare practice for all your orthopedic and rehabilitation needs in Michiana, or Northern Indiana, and the Southwest Michigan area.. Since our doors first opened in 1973, thousands of Michiana residents have relied on our care and expertise.
OSMC offers a full range of orthopedic services and can treat patients with the simplest to the most complex medical needs – from ankle sprains to hip replacement surgery. We offer everything from physician care, diagnostics (including MRI), physical therapy, pain management, osteoporosis care, as well as care for sports or on-the-job injuries.
OSMC had recent leadership changes that came in with a new vision for growth and ramping up their digital presense. They had over the years spent most of their marketing efforts on more traditional mediums but were ready to invest in reaching patients online.
We developed a comprehensive digital advertising and SEO strategy to generate new patient appointment leads for the walk-in clinic, general orthopedics and joint. We also implemented a medical content marketing strategy to create new treatment pages and strengthen their core surgeries, treatments and conditions to rank higher in search. The program combined: SEO, content development, Google ads, addressable geofencing and more.
The paid advertising results for the practice and the SEO growth were amazing over the first 9 months. We delivered $9 patient appointments via digital ads and an 82% increase in organic search traffic to the website.
Cost Per Patient Appointment from Ads
Average cost per patient lead
Decrease in cost per conversion
Advertising is one of our favorite ways to drive new patients for orthopedic practices. The quality of the leads allow us to quickly ramp new patient appointments for practices like OMSC. The results have been substantial as we continue to ramp up Google Ads and introduce new advertising channels like Programmatic Display.
OSMC is a leader in the area for orthopedic care but their website has tons of opportunities to grow more organic search traffic. We overhauled their existing website structures, improved their location pages, increased content on their urgent care page and established a content strategy to strengthen their content through our medical SEO gameplan. We are continuing to develop their “subspecialty” content infrastructure so they rank for condition and treatment-specific searches like “orthopedic foot surgery”, “orthopedic spine surgery near me”, etc.
Marketing Analytics Dashboard
The key to optimizing and improving an amazing healthcare marketing strategy starts with access to the right data and constantly evaluating and improving with that data. Just like all of our clients, OSMC has access to their real-time data so we can work together, as a team, to continue to refine, improve and grow their orthopedic practice.