Strategic marketing starting with a new website
Advanced Neurosurgery Associates (ANA) is a globally recognized neurosurgical practice that provides care for a comprehensive range of neurological conditions in adults and children.
ANA was looking to expand its business and increase its patient base. The practice had made only limited investments in marketing. The website was just a few pages and received fewer than 20 site visits per day.
We developed a strategic 2-year marketing and business plan for growth. Step one was to put the basic building blocks for a scalable marketing infrastructure in place and to develop a new brand identity that better reflected what the practice wanted to achieve long-term. With the new brand identity in place, we developed a new website, social media presence, newsletter system, customer relationship management (CRM) system and marketing material.
Over the first year, we launched a variety of campaigns and ongoing marketing activities, including:
- Search engine optimization
- Paid online advertisement across a wide range of channels
- Increased usage of videos: patient testimonials, doctors bios, procedure and conditions videos
- Bi-monthly newsletter
- Public relations (PR) with prominent placements
- Reputation management
- Referral marketing
- Patient experience improvements and customer service training
Within the first year of ANA’s marketing and PR investment, the practice grew by 20%. ANA decided to expand geographically to two new locations in year 2. The new website averaged 100 new patient conversions per month.