Case Study: Transforming an Orthopedic Practice through Targeted Digital Strategies

Success Story by Select Media

Background

Dr.Vaidya, a reputed orthopedic specialist, faced significant challenges in digital lead generation when we first engaged with his practice. His existing website and digital campaigns, despite being set up, were not delivering any results—there were virtually no leads, minimal web traffic, and a stagnant online presence. The practice had potential but lacked the strategic digital direction needed to make an impact.

Objective

Select Media’s primary goal was to build a comprehensive digital marketing strategy to:

• Increase brand visibility for Dr’s practice.
• Generate a high volume of quality leads.
• Maximize return on ad spend (ROAS) with efficient campaigns and low cost-per-result (CPR).

Strategy & Implementation

1. Website Revamp & SEO Optimization

• Revamped Site Structure & Design: We updated the website’s user interface and optimized the user experience to ensure potential patients could easily find information about Dr. Vaidya’s services.
• Boosting SEO Score: The site initially had an SEO score of only 40%, meaning it was difficult to find in search engines. We improved it to an impressive 85% through:
  • Correcting and optimizing tags and meta descriptions.
  • Using targeted, high-ranking keywords relevant to orthopedic services.
  • Implementing Google Console, Google Analytics, Tag Manager, and Facebook Pixel for real-time data insights and monitoring.

2. Social Media & Meta Ads Campaign

• Audience Targeting & Ad Placement: We ran targeted Meta Ads (Facebook and Instagram), identifying audiences based on demographics, interests, and behaviors aligned with Dr’s services.
• Content Strategy: Our ads focused on addressing common orthopedic concerns, testimonials from patients, and details on specific treatments.

Result-Oriented Metrics: Over one quarter, our campaigns reached a vast audience with:

3. Google AdWords Optimization

• Keyword Strategy: We identified and implemented high-performing keywords specific to orthopedic services and the target audience’s search behavior.

Effective Bidding: Our ads garnered 1K clicks and 113K impressions with a low CPC of Rs 7.6, driving a considerable amount of cost-effective, relevant traffic to the website.

Results & Impact

1. 500+ Leads in One Quarter
   Our Meta Ads campaign effectively delivered over 500 qualified leads, filling Dr’s patient pipeline and increasing his appointment rate.
2. Enhanced Brand Reach and Visibility
   With 13,16,620 in reach and 15,75,142 impressions on Meta Ads, Dr’s practice gained significant visibility, establishing a strong brand presence in the orthopedic healthcare space.
3. High Return on Ad Spend (ROAS)
   By maintaining a low CPR, we maximized the budget, achieving high engagement and conversions for minimal spend.
4. Website Traffic Growth through Google AdWords
   The optimized Google AdWords campaign brought a consistent stream of highly relevant traffic, with 1K clicks and 113K impressions at an impressive CPC of Rs 7.6.
5. SEO Score Improvement
   Increasing the SEO score from 40% to 85% improved Dr’s site ranking, leading to a 50% growth in organic search traffic. This established the practice as a trusted option for potential patients searching for orthopedic services.

Conclusion

Within a single quarter, Select Media’s strategic digital approach transformed Dr. Vaidya’s practice from a stagnant online presence to a high-performing lead-generating engine. Through targeted Meta Ads, a well-optimized website, and strategic Google AdWords campaigns, we were able to drive measurable, impactful growth.

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This success story stands as a testament to Select Media’s commitment to driving results and exceeding expectations, demonstrating our capabilities in strategic healthcare marketing.