Case Study: Orthopaedic Marketing Success

Orthopaedic Marketing Success

Doctors are busy people, we get it. In fact, the average doctor works 60 hours a week. Between seeing patients, updating clinical sheets, surgeries, consulting with other physicians, and continuing education, they have little to no time to do anything else. So when it comes to marketing, many physicians don’t really have the time to invest in their marketing.

It’s common for those in medical offices to wonder if digital marketing is worth the effort and investment. They are often stuck in a rut of traditional media that isn’t helping them reach their goals.

But when 80% of internet users are specifically looking for health information and your digital presence is as flat as Will Smith’s hair in the 90s, you know it’s time to step it up. Digital marketing is about being where your audience is with fresh (pun intended) and engaging content.

For one of our orthopaedic surgeons, we’ve done just that.

This particular orthopaedic surgeon has a unique set of skills that puts him at the top of his industry. We started his digital marketing campaign in August of 2016 and have been following his data closely to be able to show his success. With good content, trackable results, and targeted marketing, we have grown his brand and practice exponentially.

In 2015, 2016, and 2017, his single-M.D. clinic performed more of a  particular procedure than a specialist group out of Texas with 13 doctors did. The following data comes from actual procedures done December 2015-December 2017.

In the chart below, the red line indicates the month our campaign started. That September, only a month after we started, the number of surgeries doubled from surgeries done in September 2015.

In March of 2017, due to a technology glitch caused by a malfunctioning server, there was a dip in the number of procedures. Once the issue was resolved, the numbers shot right back up again. Since then, his marketing has continued gaining traction.

On January 1, 2018, all marketing efforts were put on hold. Two weeks later, we were given the go-ahead to restart campaigns. As you can see in the chart below,the difference between two weeks without us and two weeks with us back is staggering.

This chart just shows how many schedule appointment page views the doctor received through social media.

In the two weeks without our strategic marketing, plan this orthopaedic doctor received only four cold leads. After we reinstated his ads, he had 23 cold leads in a three day period.

For the next two weeks, over 60% of his web traffic came from the social media ads we set up. Our team of designers, analysts, and strategists knew exactly what to do to help keep his marketing steam flowing. His website receives 16 visits a day from social media alone and 91% of those visits schedule appointments.

As of March 2018, this doctor receives on average 110 cold leads a month. These cold leads are people who view his contact page through a social media advertisement. Through Google, he received 63 phone calls and our data shows that over 400,000 people saw his online ad. Of all those leads, the ones who found his information through our marketing efforts, he said over half of them convert to be surgical patients.

If you’re ready to see success like this orthopedic doctor, let’s chat. We want to help you grow your orthopaedic practice. Email us at [email protected] to schedule your strategy call today!