The practice decided to partner with Insight Marketing Group to outline goals, create online content, implement a digital advertising strategy within their budget and develop key metrics to help the clinic reach and engage current and potential patients throughout their service area.
As with all of our efforts, a Patient-First Strategy was implemented for the practice. On their website, we focused on the patient’s experience before they even step foot in the office. Insight Marketing Group worked with the client to rebuild their website and develop a strong SEO foundation and ongoing content strategy incorporating relevant keywords to improve organic search results. We also added an online appointment request form, patient forms, links to their patient portal and embedded videos of their otolaryngology experts discussing key conditions and treatments.
In fact, Insight actually built this site twice. First, it was updated into a leading content management system (CMS) in order to provide more control to create a dynamic, flexible foundation with the ability to grow as the practice does. Then, once there was a substantial set of data to guide efforts, the site was rebuilt again with a focus on top-performing content and service lines to further position the practice ahead of the competition in terms of search and general user interface. Not only did we build the site, but we also work in the site every day to optimize performance, track key measurements and discover areas for improvement.
By participating in meetings with the practice and the hospital, we were able to help align marketing tactics, effectively piggybacking off of the dollars the hospital was spending to create a no-cost organic search boost for the practice (in other words, if we knew the hospital was going to spend dollars to drive balloon sinuplasty awareness, we would have plenty of organic content created to show up in search engine results pages as potential patients were looking for it due to the paid advertising the hospital was running).
The website strategy, specifically, included:
- Redesign for aesthetics and functionality
- Extensive keyword research
- Installing, monitoring and tweaking SEO framework
- Optimizing all pages for SEO
- Adding functionality to accept online appointment requests
- Uploading patient forms
- Ongoing content strategy for new posts, videos, and engaging content
The numbers speak for themselves.
With no additional advertising budget, Insight Marketing Group was able to develop an SEO strategy producing the following results in only one year:
- 300% increase in organic traffic to the website
- 33% increase in pageviews
- 31% increase in online appointment requests (1,555 fewer telephone interruptions in 2015 alone)
In addition to the skyrocketing web traffic, the practice saw an overall increase in social media fans, engagement and reach, exceptional email list growth, open rates and click through rate, and they even saw an increase in appointments from existing patients due to in-office marketing. By integrating the content together, each medium helps feed another and boost the practice’s digital footprint as a whole.
Best of all, growth in website traffic has affected their bottom line – contributing to more than 4,500 online appointment requests filled through the website between 2014 and 2016.
“Insight has provided us with a constant stream of content, social media management, and physician rating monitoring,” says Debbie B., executive director of the ENT practice. “Since enlisting their services we’ve seen our organic page rank on Google skyrocket with visitors to our website increasing month-over-month.”