Medical Marketing Case Study: Google Ads

How We Grew An Orthopedic Practice’s Visibility and Patient Volume in Less Than 45 Days.

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Overview

An orthopedic practice engaged our team to enhance their digital visibility, drive high-value patient appointments, and ultimately increase their revenue. By combining a targeted digital advertising campaign, diverse ad channels, HIPAA-compliant CRM tools, and strategic follow-up processes, we helped the practice achieve exponential growth in clicks, impressions, and new patient bookings—all within just 45 days.

Challenges & Objectives

  • Limited Online Visibility: The practice struggled to get in front of new audiences actively seeking orthopedic services.
  • Restricted Advertising Options: Compliance with healthcare regulations required careful planning and management of patient data.
  • Short Timeline: The goal was to produce meaningful results in under two-three months.

Primary Objectives:

  • Increase website traffic and brand impressions quickly.
  • Convert online interest into scheduled appointments.
  • Ensure all marketing efforts comply with healthcare privacy regulations.

Strategy & Execution

Targeted Digital Advertising Campaign

  • Behavior-Based Targeting: We honed in on patients demonstrating specific online behaviors—searching for orthopedic solutions, researching common injuries, or reading about post-operative care.
  • Geo-Fencing: To capture local and regional traffic, we deployed ads in targeted geographic zones around the practice’s key service areas.


Diverse Advertising Methods

  • Paid Media & Social Ads: Leveraged Google Ads, Facebook Ads, and niche healthcare platforms for maximum reach.
  • Retargeting Campaigns (Where Permissible): Re-engaged visitors who showed interest but had not taken action, carefully managing data to comply with HIPAA requirements.

HIPAA-Compliant CRM Use

  • Secure Data Management: Implemented a healthcare-compliant CRM that automated follow-ups and tracked conversions in a secure environment.
  • Efficient Lead Handling: Ensured immediate follow-up on inquiries, significantly improving lead conversion rates.

Key Results

  • Substantial Click Growth: Increased site clicks by 2,800% in the first 30 days, targeting high-intent audiences.
  • Impressive Brand Exposure: Achieved a 5,000% increase in online brand impressions within just 38 days, solidifying the practice’s presence as a leading orthopedic provider.
  • Website Engagement Metrics: 37,000 website clicks per month, 850,000 total impressions
  • Conversions and Leads: 174 new tracked appointment requests, 42 new patients secured
  • High-Value Procedures Booked: 26 non-surgical interventions, 16 booked surgeries
  • Return on Investment (ROI): Total investment of $8,000 (agency fee + ad budget) 
  • Cost Per Lead: $45.97 (well below the industry average of $200+ in orthopedics)

Key Takeaways

  • Precision Targeting Yields Rapid Growth: Pinpointing high-intent audiences and leveraging geo-fencing strategies drastically amplified reach and engagement in a short span.
  • Multi-Channel Advertising is Essential: Combining paid media, social ads, and retargeting efforts ensures that potential patients are engaged at every stage of their decision-making process.
  • Secure Follow-Up Drives Conversions: Using a HIPAA-compliant CRM not only protected sensitive patient data but also facilitated immediate follow-up on leads—resulting in stronger patient acquisition.
  • Measurable & Significant ROI: With a targeted approach, even a modest campaign budget can produce large-scale results, as evidenced by the increase in surgeries and non-surgical appointments within 45 days.

Tying It Togeher

By launching a highly focused digital campaign with diverse ad channels and leveraging a HIPAA-compliant CRM, this orthopedic practice transformed its online presence and patient acquisition funnel. The explosive growth in clicks and impressions translated directly into substantial new patient bookings, validating that precision targeting and compliance-focused follow-up are key in driving revenue for healthcare providers.

If you’re looking to replicate similar results—rapidly increasing brand awareness, attracting more targeted patients, and achieving a high ROI—adopting a robust multi-channel advertising strategy with secure lead management can pave the way to accelerated growth for your practice.