Digital marketing Case Study

Alabama Ortho Clinic

the story

About AOC

For decades, Alabama Orthopaedic Clinic (AOC) has been providing quality and proven orthopaedic care to the South Alabama communities and beyond. They are the only orthopaedic clinic in the Mobile area to offer Robotic Spine Surgery. Their dedication to providing the best orthopaedic technology and care has earned them majority local market share and attracts patients as far as Florida and Louisiana.

Opportunity

A new strategy

AOC had a hunch that their previous marketing agency was mismanaging their digital campaigns, resulting in thousands of dollars wasted on tactics that were failing to produce results. GRO was given access to the campaigns and confirmed that the campaigns were indeed under-performing due to poor campaign structure, audience targeting and ad messaging. GRO was also informed that AOC was never provided campaign reports, so they were truly “flying blind” and were clueless to the health of their campaigns.

GRO completely rebuilt AOC’s Google Ad strategy to focus
on both general orthopaedic searches and specialty searches. This would provide the agency an opportunity to be hyper- specific with their ad messaging. If one prospect searched foot and ankle doctor, they would be served an AOC ad with foot and ankle specific messaging. If another prospect simply searched orthopaedic surgeon, they would be served an AOC ad with orthopaedic surgeon messaging.

Targeting both general orthopaedic terms and specialty areas proved to be a winner. In less than a year, AOC Google Ad campaigns produced over 4,700 conversions at a high conversion rate and low cost per conversion.

The Results

produced leads at a lower cost

SFG wanted the cost per lead amount from the paid search campaign to at least match their cost per lead amount that they were generating with their offline marketing tactics. GRO successfully met the cost per lead mark, AND THEN SOME. In fact, GRO’s search campaign was producing leads at a cost of 60% less than the offline marketing tactics!! 

The success of the niche campaign has allowed SFG to invest more budget into search advertising and additional campaigns promoting their other life insurance products…those campaigns are also generating leads at a cost below their target goal.

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Totak Conversions

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conversion rate

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Cost per Conversion

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ad clicks