Mountainstate Orthopedics Associate
Challenge
Mountainstate Orthopedics Associates have been providing cutting-edge orthopedic care to Morgantown and North Central West Virginia since 1977. Their physicians--many of which are fellowship-trained in specific areas such as Sports Medicine and Hand & Foot injuries--can diagnose and treat even the most intricate orthopedic conditions. The Problem A Plateau in New Patients Mountainstate Orthopedics Associates was consistently serving patients in the Morgantown and surrounding areas, but not seeing an increase in new patients. Their website was designed on the Hubspot COS platform providing a nice looking website. However, there was a lack of nurturing new visitors who could be potential new patients.
Solution
Website Design | Social Media | Physician Videos & Patient Testimonials | Inbound Marketing Campaigns WEB We worked through our intake process and discovered their key messages and strategic target audience personas. Through this discovery, we developed new landing pages and eBooks for key service lines. Their website continually outperforms their competition in SEO ranking, their published educational content is widely consumed and is engaging with their key target audience on social media. SOCIAL MEDIA ADVERTISING Through social media campaign efforts, MOA has engaged more than 139,000 times with their audience on Facebook and garnered over 16,000 link clicks to their website at a cost per click (CPC) of $0.89. The healthcare industry average of CPC is $2.93. VIDEO MOA has more than 50 marketing videos to use in their strategy. These videos, including testimonials, doctor films and Facebook LIVE are used throughout the website, email drip campaigns, blogs and social media. Through video, MOA has engaged with its audience more than 4,000 times and has garnered over 143,000 views. INBOUND To start MOA's marketing strategy kick-off, our team conducted a comprehensive analysis that assessed who MOA was trying to attract, what type of content would be best suited to converting their leads and what social media would be most effective for them. MOA's website was built on HubSpot, a premier Inbound Marketing platform. Having the website built on this platform allowed our team to leverage all pieces of content through social media and email drip campaigns. To continue to nurture the leads that MOA captured through its nine service lines, we recommended a vast email drip campaign that included utilizing blogs, videos and graphics. More than 12,000 emails have been sent with a 98 percent delivery rate, 26 percent open rate and a 3.4 percent click rate. This campaign has reached more than 115,000 people and has garnered more than 9,000 link clicks. To continue to attract new patients and influence the right people to recognize MOA's brand and range of services offered, we recommended an awareness campaign targeting eight West Virginia counties. This campaign has reached more than 115,000 people and has garnered more than 9,000 link clicks.
Results
New Patients and Increased Revenue Since 2013, InnerAction Media has led their team to increase patients and revenue. Following our intake process, we identified their key messages and strategic target audience personas. In 2018, our client has amassed an estimated $1.5 million in new patient revenue from inbound marketing — leads generated solely through the website.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.