With multimillion dollar hospital conglomerates popping up in mid-sized towns, it’s getting more and more difficult for the local doctor to differentiate himself from this competition.

Our orthopedic surgeon client had a very strong following of patients who highly appreciated his work and were willing to talk about it on camera. In addition, the good doctor had collected a mailing list of over 13,000 patients.

We developed a strategy that focused half of our attention and resources on his existing patient list and half of our attention a new client acquisition. Based on the pain points we learn from talking to some of his orthopedic patients, we crafted copy and offers that spoke to the benefits of using a private doctor as opposed to a hospital.

Video was shot of the doctor explaining the benefits of his personalized care (as opposed to going to the big impersonal hospital). The videos were then put on YouTube and optimized with keywords that were commonly searched by prospects looking for orthopedic services.

In addition, we utilized direct mail to reach out to their mailing list to drive traffic back to their main website, or to a landing page with the offer that users could get an appointment within the next few days instead of waiting weeks or months to see a doctor.

His site now consistently outranks the largest local hospital and the other biggest local competitor on Google organic search. The office has experienced a steady increase in customers since launch, with patients citing the that the primary reason they chose this particular doctor was the website.