Rockford Spine Center is the only facility in northwestern Illinois exclusively dedicated to diagnosing and treating spinal conditions. The organization has the combined expertise of three fellowship-trained spine surgeons and a Mayo Clinic-trained physiatrist. Rockford Spine Center, which receives referrals for both operative and nonoperative spinal disorders, gets patients back to their active lifestyles as quickly as possible. The practice retained Chartwell Agency in 2010 to increase its visibility and educate consumers directly about its focus, expertise and advanced understanding of the spine.
Solution
Chartwell worked with Rockford Spine Center to more precisely reach individuals with back and neck pain through a digital advertising campaign, which included search engine marketing (SEM) using relevant keywords; social media advertising through Facebook; and digital display advertising that included geofencing. The goal was to target the greater Rockford region with both men and women equally between the ages of 25 to 60; reach potential patients with spine surgery needs; quantify/measure appointments requested through promotional visuals and content; and create a 5 percent increase in appointments/patient acquisition per month.
Outcome
The campaign produced strong results from the start, proving that the advertising messages were connecting with people and reaching the right audiences. After five months, the practice determined the campaign:
- Attracted 96 new patients to the practice, seven of whom required surgery.
- Welcomed back 39 former patients who requested new appointments, six of whom required surgery.
- Generated roughly 22.67 new patient appointments and 2.17 surgeries per month.
Originally planned as a six-month campaign, Rockford Spine Center opted to extend the efforts because of the success and requested to expand the SEM reach beyond the initial catchment area.
