It is not uncommon to hear that medical professionals are not particularly business savvy, however that is not always the case. About six months ago Digital Surgeons was contacted by the Owner and the Director of Marketing at a medical office in Midtown Manhattan, NY. The complaint was that they had spent several thousand dollars on a website and hundreds of dollars on maintenance and hosting; reaping absolutely zero return on investment (ROI). They were intimidated by the idea and industry surrounding Search Engine Optimization, and they needed a credible and dependable Internet Marketing Agency.

In April 2006, according to their online statistics, Park Avenue Spine was consistently receiving approximately 40 unique visitors per month, based on a three month average.

Learn how Digital Surgeons is helping them to boost their online traffic numbers by over 3000% in just 4 months.

Park Avenue Spine: Frequent website adjustments and the search engines aligned. The Park Avenue Spine Story:

Park Avenue Spine came to Digital Surgeons with open eyes and ears. Traditional Marketing in a competitive city like New York was showing very little ROI and often felt like a dog chasing its tail. 12 Months prior to April they had purchased a website for a few thousand dollars and spent large monthly fees on what they thought would improve their traffic through the use of regular newsletters and the power of search engines. In addition, countless dollars were spent on vertical specific directories that were either optimized for pertinent key phrases or they were highest bid in the Sponsored links. Their website was averaging about 40 unique visitors per month at this point. And most of this traffic was shown to be coming from more traditional marketing efforts.

Though it was believed that the hosting package they were utilizing provided a robust analytics package, this was not the case. Park Avenue Spine was receiving statistics on pages views, and hits only.

Their website statistics program lacked key data that is extremely helpful is determining website traffic such as visitor origins, navigation paths, exit and entry pages which help determine visitor activity and frequency which can be later used by our marketing strategists to help determine how to improve visitor conversion and retention. By integrating a more in depth statistic software we were able to notice hot zones on the website, referring links

From initial contact, Digital Surgeons understood that constant communications with this client were necessary to ensure that they were onboard with and understood what changes needed to be made to make them successful. Regular phone calls and emails were used to identify areas of concern with Park Avenue Spine s web site, and to map out the plan of attack. Education was an important part of this relationship, and Digital Surgeons took the time to inform them as to what they could expect from their online market and how, over time, business from this channel would improve dramatically. We were able to explain that changes not only needed to be made to their website, but also within their organization. Internet traffic is only one piece to the puzzle. It was imperative that Park Avenue learned to watch the traffic, convert the traffic, and analyze every conversion to explain what their online marketing budget returned, and how it did so.

The DigitalSurgeons Team, Campaign, and Direction:

Working with one of our best account managers, Joe Gentile, Park Avenue Spine was given one of the most potent teams in the industry to analyze and develop their search engine strategy. Joe is an expert at not only the many intricacies of Search Engine Marketing, but also at building and managing teams of technicians. As a Subject Matter Expert and an effective leader, his advantages exist in keyword analysis, creating effective marketing content and increasing link popularity through his extremely large network of IT professionals throughout the world; all of which were utilized on this particular project.

Park Avenue Spine s website was developed mostly using PHP; a language that is easily indexed and understood by the major Search Engines. Because of this, all of the implementations made by Mark s team had an immediate impact once they were indexed. The content was nearly tripled during the initial months of the campaign, while maintaining an educational yet marketable feel. These nuances are important to appeasing the Search Engines need for keyword density, proximity, and proper link structure. Meanwhile, behind the scenes, Digital Surgeons Linking Analysts were working diligently to obtain popular and relevant inbound links while our Online Publicist worked on significant off-page search engine optimization techniques such as press releases and Public Relations efforts.

While our team of search engine optimization experts worked diligently, with both the on-page and off-page changes, our website conversion specialist employed what we believe is the most effective analytics tool on the market. We needed to know the who s, what s, when s, and where s regarding Park Avenues traffic and their behavior (and this, in turn, tells us the why). In addition to our web-based statistics collection and analysis, our Director of Client Strategies worked within the Park Avenues Office to set up effective practices on tracking online conversions through the phones as well as their walk-in traffic.

The Outcome

Park Avenue Spines online marketing efforts through DigitalSurgeons have shown enormous returns on investment (ROI) within 4 short months; and still growing. DigitalSurgeons has provided an increase in rankings across all 4 major search engines for priority keywords/phrases that drive unique interested visitors to their website. As of January 2007, Park Avenue s averaging 1200 unique visitors per month, a 3000% increase over the 40 visitors they were averaging 8 months prior. They have also tracked between 15-30 new patient visits per month since August due to DigitalSurgeons online marketing efforts.

DigitalSurgeons is continuing to aggressively market ParkAvenueSpine online. Through continued search engine marketing and various other online marketing tactics ParkAvenueSpine will continue to bear fruit from our efforts.