Introduction

Eshaan Innovations, a digital marketing company, partnered with Georgia Bone & Joint, a multiple-location orthopedic practice group, to enhance its online visibility and lead generation efforts. With a focus on improving search engine optimization (SEO) and pay-per-click (PPC) advertising, Eshaan Innovations aimed to drive traffic growth, increase leads, enhance ad conversions, and improve the overall online reputation of the practice. This case study outlines the strategies executed and the impressive results achieved through this collaboration.

Background

Georgia Bone & Joint operates multiple orthopedic clinics across the Southern United States, providing specialized care for various musculoskeletal conditions. Despite its established reputation and quality services, the practice faced challenges in effectively reaching potential patients online. The firm relied heavily on traditional advertising methods, which limited its ability to attract new patients in an increasingly digital landscape.Recognizing the need for a comprehensive digital marketing strategy, Georgia Bone & Joint engaged Eshaan Innovations to revamp its online presence. The primary objectives included increasing organic traffic, generating more leads, improving ad performance, and enhancing the practice's online reputation through effective ORM practices.

Key Performance Metrics

1. Leads

The number of leads generated through various online channels is a critical metric for assessing the effectiveness of marketing strategies.

2. Organic Traffic Growth

Organic traffic refers to visitors arriving at the website through unpaid search results. Increasing organic traffic is essential for enhancing brand visibility and attracting potential clients.

3. Ad Conversions

PPC conversions measure the number of users who complete desired actions after clicking on paid advertisements. Improving this metric is crucial for maximizing ROI.

4. Click-Through Rate (CTR)

CTR measures the percentage of users who click on an ad after seeing it. A higher CTR indicates that ads are relevant and compelling to the target audience.

5. Online Reputation Management (ORM)

ORM involves managing online reviews and customer feedback to build trust and credibility with potential clients.

Strategies Executed

To achieve significant improvements in digital marketing performance, Eshaan Innovations implemented a multi-faceted strategy focused on SEO enhancements, PPC optimization, web design improvements, and ORM practices.

Step 1: Website Optimization and Design Enhancement

Eshaan Innovations began by optimizing Georgia Bone & Joint’s website to improve user experience and conversion rates:

• Website Consolidation: Streamlined multiple clinic websites into a single cohesive platform to provide a unified user experience.
• User-Friendly Design: Redesigned the website to ensure it was visually appealing, easy to navigate, and mobile-responsive.
• Clear Calls-to-Action (CTAs): Developed prominent CTAs throughout the site to guide visitors toward scheduling appointments or requesting more information.

Step 2: Local SEO Implementation

To improve organic search visibility:

• Keyword Research: Identified high-value local keywords related to orthopedic services such as “orthopedic surgeon near me” and “joint pain treatment [city].”
• Google My Business Optimization: Ensured each clinic location was accurately represented on Google My Business for improved local search results.
• Localized Content Creation: Developed content tailored to specific locations served by Georgia Bone & Joint to resonate with potential patients in those areas.

Step 3: Targeted PPC Campaigns

Eshaan Innovations launched targeted PPC campaigns across Google Ads:

• Branded Keywords Focus: Targeted branded keywords to capture existing brand interest and awareness among potential patients.
• Location-Specific Campaigns: Created campaigns tailored to specific geographic areas where clinics were located to attract local clientele.
• Broader Keyword Strategies: Expanded keyword targeting in low-volume areas while maintaining cost-effectiveness.

Step 4: Social Media Engagement

To enhance social engagement:

• Targeted Advertising on Facebook and LinkedIn: Ran ads aimed at homeowners seeking orthopedic services as well as business leaders and insurance agencies.
• Engaging Content Creation: Developed posts that highlighted patient success stories, educational resources about orthopedic care, and tips for maintaining joint health.

Step 5: Online Reputation Management (ORM)

To build trust and credibility:

• Review Acquisition Tools: Implemented tools that encouraged satisfied patients to leave positive reviews online.
• Monitoring Systems: Continuously monitored reviews across platforms such as Google and Healthgrades to respond promptly to patient feedback.
• Survey Management: Conducted surveys post-treatment to gather insights from patients about their experiences and improve service quality.

Results Achieved

The collaboration between Eshaan Innovations and Georgia Bone & Joint yielded impressive results across multiple performance metrics:

Leads Growth

• Leads Increased by Over 557%: The number of leads generated through online channels saw a dramatic rise due to improved visibility from SEO efforts and targeted PPC campaigns.

Organic Traffic Growth

• Organic Traffic Increased by Over 70%: The number of visitors arriving through unpaid search results saw a substantial increase due to enhanced SEO efforts.
• New Website Users Grew by Over 61%: The number of new users visiting the site surged as a result of improved visibility.

Ad Conversions

• Ad Conversions Increased by Over 212%: The conversion rate from PPC campaigns saw substantial growth as targeted strategies took effect.
• Cost-per-Conversion Dropped by Over 53%: The cost associated with acquiring each conversion decreased dramatically, maximizing ROI.

Improved Visibility

• Click-Through Rate (CTR) Increased by Over 155%: The CTR for PPC ads improved significantly due to compelling ad copy and targeted keyword strategies.

Positive Reviews

• Positive Reviews Grew by Over 393: Review generation efforts resulted in enhanced online trust for Georgia Bone & Joint, reflected in numerous positive ratings across various locations.

Conclusion

The partnership between Eshaan Innovations and Georgia Bone & Joint exemplifies how strategic digital marketing can drive significant growth in visibility, leads, and conversions. By implementing a comprehensive multi-channel strategy that included website optimization, local SEO enhancements, targeted PPC ads, social media engagement, and effective ORM practices, Eshaan Innovations successfully transformed the orthopedic practice's online presence.As Eshaan Innovations continues its collaboration with Georgia Bone & Joint, ongoing optimization of campaigns will target new locations while maximizing ROI and improving local visibility. This case study serves as a testament to the power of integrated digital marketing strategies in achieving remarkable results for businesses across various sectors.