Neurological Surgery, P.C. (NSPC) is the largest private neurosurgery practice in the New York City area. Over the course of the project, it has grown from 3 locations on Long Island to six offices, and is continuing to add top specialists and patients - many of whom come to them via the Internet.
 
Advantage was engaged by the marketing director of the practice, Roberta Kuehl. In addition to print and other traditional media campaigns, Roberta recognized that even in medical specialties, consumers were doing their own research online. NSPC did not rank well in the Search Engines, and in fact had never researched their major keywords.
 
Dov Weinstock took on the account and implemented the following strategy:

• identify high-value keywords  (what are prospective patients searching for)
• build content and inbound links to get the site to the top of Search Engine Results
• build microsites to dominate the first page of Search Engine Results
• coordinate with all other marketing efforts, to leverage the effect of all copy, videos, events, etc.

 
After a few months, NSPC and their associated sites achieved as many as 5 of the top 10 results for their preferred keywords. This resulted in an increasing number of email inquiries and phone calls, and ultimately new patients and increased revenue.
 
In Phase 2, NSPC established an AdWords account for pay-per-click advertising. Over the course of time, a continuous improvement in cost-per-click and number of clicks was realized. 
As the practice continued to grow and take on new specialists, additional keywords were added to the campaigns, yielding further increases in new patients and revenue.

Get searched. Get results.