Surgeon brings in new patients for specialized procedure
With ad campaigns on Google and Facebook, the surgeon was able to target patients both locally and out-of-state for a cutting-edge, specialized procedure that was new to his area.
At a Glance
238 appointment requests from the campaigns over 9 months
The Client
Our client is a board certified orthopedic surgeon in the Portland area who specializes in hip and knee replacement. While he belongs to a larger practice, he was at the time the only surgeon in the area offering cutting-edge robotic knee replacements. Patients have even traveled from out-of-state to see this surgeon because of his expertise.
The Situation
The surgeon wanted to promote his use of the robotic system for knee replacements not only to local patients, but also to patients several hours away. The challenge with newer procedures is that some patients don’t know of it yet and therefore don’t search for it. It is also difficult to target patients outside of your immediate local areas with SEO alone.
Our Solution
- Developed a landing page for the campaign detailing the surgeon’s expertise and use of the robotic system for knee replacements.
- Created a paid search campaign on Google targeting searches for robotic knee replacement, as well as more general searches for knee replacements to capture patients who were not yet aware of the procedure. The campaign included location targeting in the surgeon’s local area, as well as bordering areas in neighboring states.
- Created a sponsored post campaign on Facebook highlighting the surgeon’s use of the robot to build awareness of the procedure. The campaign included location targeting in the surgeon’s local area, as well as bordering areas in neighboring states.
Results
Over a nine month period, with a budget of $5,000 per month in ad spend, the campaigns resulted in 238 total appointment requests (116 from Google; 122 from Facebook).
This averaged out to about $150 per appointment request, which is a great cost per conversion in the orthopedic space.
The Facebook campaign also resulted in 155 comments, with several very positive comments coming from current and former patients recommending the surgeon. This helped to further reinforce the message of the ads, and has the potential to convince more patients to contact him. Additionally, the sponsored posts received 1,020 reactions (likes, hearts, etc.) and 293 shares, which helped to further the reach and visibility of the ads even beyond the paid boost.
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