How Today's Business Helped Raleigh Orthopaedic Clinic Grow New Patient Volumes by 36% Despite a Global Pandemic.


From the Client


“There’s nothing easy about growing an orthopaedic group. Add in a global pandemic and you’re faced with quite the challenge. However, here at Raleigh Orthopaedic Clinic, we saw NEW patient growth up 36% in 2020 compared to 2019! The digital marketing strategy & execution provided by Today’s Business in 2020 was definitely a catalyst for this growth. We love working with the Today’s Business team and trust them to continue to uplift our brand, enhance our online patient experience, and grow our practice in 2021 and beyond!”

Brian Bizub

CEO, Raleigh Orthopaedic Clinic

Overview


Raleigh Orthopaedic Clinic is an orthopaedic group with 23 board certified and board eligible orthopaedic surgeons plus 6 clinic locations throughout Wake County, North Carolina. Raleigh Orthopaedic Clinic dominates their market with 58% of the market share in Raleigh despite being in a competitive marketplace with UNC Healthcare, Duke & Emerge all within a few miles of each other. They want to have their marketing keep them relevant and help them outrank competitors.

The “Crux”


Although Raleigh Orthopaedic Clinic dominated their market, it didn’t show when it came to their internet footprint. Raleigh had the following issues:

Website

Slow, outdated website that wasn’t mobile friendly
A myriad of technical issues for SEO and Website Maintenance

SEO

Inconsistent listing and citation information
Thin content that wasn’t keyword optimized

SEM

98% of Conversions coming from branded search queries. Primarily “raleigh orthopedic”
Dynamic Search Ads were dominating spend on clicks for branded keywords not allowing for prospecting ad groups to perform
0 Negative Keywords and Responsive Search Ads

Analytics

No goal tracking to help provide ROI
Google Adwords call tracking not firing despite 100% of Google Ads conversions coming from call extensions

The Strategy


Today’s Business took a multi-channel approach to Raleigh Orthopaedic’s campaign, combining SEO and SEM and supplementing it with the Website Development team for maintenance and supplemental SEO efforts. Overall, the strategy within these channels focused on.

General

Keyword Research
Targeting [Service] + [Location] Keywords Targeting speciality + “doctor/surgeon/specialist” Ensure Brand strength on current keywords
Help transition to a new patient CRM

Website

A patch-over website update: rather than creating a whole new website, TB updated framework while keeping the current website WordPress theme. This was to improve speed.
Update the homepage and location pages, followed by the service pages. This was to improve keyword rankings, UX, and conversion generation.

SEO

Update blog structure for URLs, categories, and tags to better utilize the content AND improve rankings
General Onsite Work and Technical Clean Up 
Create Urgent Care related content for commonly asked questions

SEM

Simplified & Optimized Campaign + Ad Group structure to focus on relevant & lucrative prospecting keywords like “urgent care” and “surgeon” search queries 
Added 25 negative keywords across all campaigns 
Optimized landing pages to align with search queries 
Optimized Campaign Daily Budgets so that non-brand keywords can get more clicks

Analytics

Reconfigure Analytics for better data and goal tracking.

The Results


Despite the campaign starting in the middle of the pandemic, Today’s Business was able to create improvements across multiple digital channels for Raleigh Orthopaedic Clinic leading to substantial growth in majority of the marketing key performance indicators (KPIs) we measure.

User Experience


Before

After

Website Page Speed Scores


Page Speed Before

Page Speed After

Overall Web Traffic


SEO


SEM


Before Today’s Business took over the SEM for Raleigh Orthopaedic Clinic the only keywords that drove conversions were brand name keywords. In other words, the practice was spending money on clicks for users who were searching for “raleigh orthopaedic clinic” and other similar branded keywords. A lot of these people were likely already patients or had intentions of becoming a Raleigh Orthopaedic Clinic patient. 


Today’s Business adjusted the Google Ads budget to focus on acquiring new patients who may not be familiar with Raleigh Orthoapedic Clinic. You will see below that after Today’s Business adjusted the SEM campaigns the practice went from getting nearly all conversions from branded search terms to now having a healthy mix of branded vs. non-branded search term conversions.

SEM Conversions by Keyword Type (Q1 2021)

914

Branded Conversions

Example Branded Search Terms: “raleigh orthopedic”, “raleigh orthopedic urgent care”, “raleigh orthopedics”, “raleigh orthopedic garner”, “dr. barker raleigh ortho”

234

Non-Branded Conversions

Example Non-Branded Search Terms: “orthopedic urgent care”, “orthopedic urgent care near me”, “best knee doctor in raleigh nc”, “raleigh orthopedic surgeons”, “orthopedic near me”, “torn meniscus”, “hip specialist near me”, “best knee replacement doctors in nc”

Average Monthly Conversions


2000

Appointment Clicks

Per month

5500

Phone call clicks

Per month

Overall Practice Growth


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