Case Study
Hospital for Special Surgery
The Hospital for Special Surgery (HSS), now the oldest orthopedic hospital in the United States, Over the years, HSS has expanded its focus to include a wide range of musculoskeletal conditions, including sports medicine, joint replacement, and research.Â
The Challenge
HSS had recently launched a new website with a renewed focus on expanding their digital reach. Their primary goals were to elevate SEO performance beyond competitors, attract new patients, lower the cost per appointment conversion, and enhance visibility into their paid advertising analytics.
Our Solution
We implemented a comprehensive digital growth strategy centered around two core areas: SEO optimization and omnichannel paid advertising.
Key Strategies Included:
SEO Strategy: We executed a full-scale on-page SEO optimization initiative, performing page-by-page enhancements and targeted content development to strengthen keyword relevance, improve technical site health, and increase organic discoverability.
Omnichannel Paid Advertising:
To complement organic efforts, we developed a robust paid media plan spanning Google Ads, Social Media Ads, Geofencing, and Programmatic Display Advertising. This approach ensured we reached potential urgent care patients across multiple platforms both at the point of search intent and through strategic retargeting.
Digital Advertising Strategy
Digital advertising, when executed strategically, is one of the most powerful and precise tools for orthopedic marketing. It enables healthcare providers to connect with patients exactly when they are actively searching for orthopedic care solutions and to re-engage visitors after they leave the website.
For HSS orthopedic urgent care centers, we designed and implemented a fully integrated omnichannel advertising strategy. This approach targeted patients in real time through a combination of Google Search Ads, Social Media Advertising, Geofencing, and Programmatic Display Campaigns. By leveraging multiple touchpoints, we created a comprehensive system that consistently attracted high-intent, on-demand patients.
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Major Impact
The SEO efforts delivered exceptional results, driving an 85% increase in site traffic over just three months and generating 220 urgent care patient appointments at an impressive average cost of $7 per visit.
Ad Conversion
$4 Cost per advertising appointment
Organic Traffic
94% Increase in Organic Search Traffic
Cost Per Lead
$7 per urgent care visit
$ conversion
678 Urgent Care Phone Calls from Ads
Marketing Analytics Dashboard
The foundation of an exceptional healthcare marketing strategy lies in having access to accurate, real-time data and using that data to continuously evaluate, refine, and improve performance. Like all of our clients, HSS benefits from full access to live analytics, enabling us to collaborate closely, make agile decisions, and drive sustained growth for their orthopedic practice.
