Overview

Insight Marketing Group conducted a detailed analysis for a large orthopaedic practice to compare the return on investment (ROI) from digital advertising versus directory listings.

Client Profile

The client is a prominent orthopaedic practice with multiple offices. They aimed to understand the effectiveness of their digital marketing campaigns compared to traditional directory listings.

Challenge

The practice faced uncertainty about the comparative ROI from digital advertising (specifically Google AdWords) and Google My Business directory listings.

Approach and Methodology

Insight Marketing Group implemented a multifaceted approach:

  • Call Tracking: A call tracking system was installed to monitor calls generated from digital ads and Google My Business listings.
  • Google My Business Optimization: Updated and optimized listings to ensure accuracy and relevance.
  • Data Analysis: Mapped call data against patient records to establish the direct impact of marketing strategies on new patient acquisition and revenue generation.

Results.

Over 15 Years of Practice Growth for Our Clients.

$0
Revenue
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New Patients

Over eight months, significant data was gathered from three of the practice’s nine offices.

  • Google My Business Listings: Generated 6,100 calls, resulting in 700 new patients and $245,000 in revenue.
  • Digital Advertising: Also contributed to new patient acquisition, with detailed data on conversion rates and revenue generated.

The AOV (Average Order Value) of new patients was calculated to determine the precise ROI from both channels.

Key Findings

Google My Business listings, a no-cost solution, yielded substantial returns, outperforming paid digital advertising in patient acquisition and revenue.

Digital advertising, while effective, showed a different ROI pattern, emphasizing the need for a balanced marketing strategy.

Impact

The study provided clear evidence of the high ROI potential of free directory listings and the supportive role of paid digital advertising. This insight allowed the orthopaedic practice to allocate resources more effectively and maximize its marketing budget.

Conclusion

The case study underscores the importance of a diversified marketing strategy leveraging free and paid channels. For healthcare practices, especially in specialized fields like orthopaedics, a combination of optimized directory listings and targeted digital advertising can lead to significant patient growth and revenue enhancement.

Recommendations

Ready to transform your practice’s marketing strategy and see tangible results? Contact us today and let us help you simplify your marketing so you can dedicate more time to running your practice.

Continuously optimize and update Google My Business and other directory listings.
Use call tracking to measure the effectiveness of various marketing channels.
Allocate marketing budgets based on data-driven insights to balance digital advertising and free directory resources.
Using google for Patient Acquisition

Ready to transform your practice’s marketing strategy and see tangible results? Contact us today and let us help you simplify your marketing so you can dedicate more time to running your practice.

How do you know if your Google Ads are working?

We found out in this case study – and we break it all down for you in this episode of the DrMarketingTips Show.

Contact us today if you want to enhance your marketing strategy and achieve tangible results.

Together, we can simplify your marketing efforts and help your practice thrive.