Client overview
The Anderson Orthopaedic Clinic, founded in 1938 by Dr. Otto Anderson Engh, has been a pioneer in orthopedic care for over eighty years. Today, the clinic is renowned in the District of Columbia, Maryland and Virginia (DMV) region for its expertise in minimally invasive surgery, joint replacement, arthroscopic surgery, sports medicine, and comprehensive upper extremity and spine care. Combining cutting-edge technology with a holistic approach to treatment, Anderson Orthopaedic Clinic integrates education, prevention, and rehabilitation to maximize patient recovery and quality of life, while their involvement in clinical research and education advances the broader field of orthopedics.
Challenge
Like many service-based healthcare organizations, Anderson Orthopedic Clinic is focused on attracting new patients to their practices. Maintaining efficiency in appointment booking capacity not only ensures optimal patient engagement, but also supports an additional focus on new physician recruitment.
Despite Anderson’s long-standing history and positive reputation in the region, there is always a new cohort of potential patients who may not be familiar with the group, making brand awareness another ongoing and essential need.
Lastly, Anderson needed a more robust data collection and measurement system in order to monitor marketing performance and enable their organization to constantly optimize their approach to better meet the needs of both patients and providers.
Insights
Established as a beacon of innovation in orthopedic care, The Anderson Orthopedic Clinic has grown to be a leading name in Northern Virginia and Washington, D.C metropolitan area. They offer a broad array of services, including advanced surgical procedures, custom prosthetics, and comprehensive rehabilitation programs. Known for its commitment to improving patient mobility and quality of life, Anderson prides itself on utilizing the latest medical technology and techniques to deliver effective solutions for musculoskeletal health. Anderson Orthopedic Clinic stands above the competition in providing quality care, however, many prospective patients view orthopedic options as generally interchangeable or take their primary care physician’s recommendations at face value instead of doing their own research.
Solution
Recognizing these challenges, Parallel Path developed a targeted go-to-market strategy tailored to address the unique nuances of each orthopedic surgical procedure. This strategy was framed within a compelling brand narrative, showcasing the brands’ reputation and history of successful outcomes. Beginning with search marketing, we crafted a sophisticated targeting and messaging strategy to reach potential prospects during the decision-making window — a notable challenge. Some prospective patients have an acute need that requires timely attention, while others may have a persistent problem but have hesitated to take action and address their situation. Our strategy accommodates these varied dynamics with a mix of messaging approaches and timed communications.
Services Provided
Paid Search Campaign Set-Up
Paid Search Campaign Development and Management
Data Collection Infrastructure (DCI)
Marketing Landing Page Creation
Performance Reporting and Analysis
Results
of leads
generated from form fills, calls, and appointments
Below
the industry average cost per acquisition for physicians and surgeons
Above
the industry average click-through rate