Summary
Quaintise developed a medical marketing plan and executed an awareness campaign that positioned Family Practice Specialists as a unique, one-stop destination for family care. As a result, website visits increased 62% and new patients increased by 21%.
About Family Practice Specialists
Family Practice Specialists was founded in 1969, the same year that family practice was officially recognized as a medical specialty. FPS is different from other primary care medical practices. They provide high-quality, compassionate care with many additional services right in their office.
Challenges
Family Practice Specialists had an outdated marketing plan which did not support their wide range of individualized services and treatment options not typically found at a family practice.
There was little awareness of the many services and treatments available at Family Practice Specialists, and they were losing potential patients as a result.
Solution
Quaintise performed a brand audit consultation that identified several areas of improvement in FPS’s positioning strategy. We then developed a proposal for how the potential client could be strategically reached, engaged, and ultimately brought in for an appointment.
After researching their target personas, we focused our efforts on their digital web presence, starting with a website redesign that featured a new blog, monthly newsletter signup, an electronic new patient welcome package, and an enhanced online Patient Portal for personal information. Quaintise expanded FPS’s social media presence with the launch of a YouTube channel and updated Facebook branding.
Quaintise also took advantage of community media opportunities with local publication advertising.
Lastly, Quaintise used the FPS practice lobby to promote their deep variety of services via:
- Updated brochures and posters
- Counter cards
- Testimonial videos on lobby monitors
Results
Our efforts led to a 62% increase in web traffic, a 64% increase in mobile traffic, and a 21% increase in new patients. New visits to the website contact page increased by 50%, returning visits were up 10%, and visits to the blog increased by 226%, greatly exceeding even our expectations.
Family Practice Specialists’ search engine rankings also increased as a result of our marketing plan:
- “phoenix family physician” is #4 Up 69 spots from start
- “family physician phoenix” is #5 Up 19 spots from start
- “dermatology surgeries phoenix” is #5 Up 41 spots from start
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