Case Study: Increasing Patient Flow for Cardiology Associates of Morristown

Client Overview

Client: Cardiology Associates of Morristown
Industry: Healthcare (Cardiology)
Location: Morristown, New Jersey
Services: Cardiovascular consultation, diagnostics, preventive care, and treatment
Objective: Improve patient acquisition and increase appointment bookings through an integrated digital marketing strategy.

Challenges

Cardiology Associates of Morristown approached Unified Marketing with the following challenges:

  1. Low Online Visibility: The practice’s website had minimal search engine visibility, leading to low organic traffic and difficulty attracting new patients.
  2. Ineffective Online Advertising: Prior pay-per-click (PPC) campaigns were not optimized, resulting in high costs per click (CPC) and low return on investment (ROI).
  3. Outdated Website: The existing website was outdated, lacked mobile responsiveness, and provided a subpar user experience, which negatively impacted conversion rates.
  4. Lack of Patient Referrals from Physicians: Despite strong expertise, the practice was not receiving consistent referrals from other local healthcare providers.
  5. Low Appointment Conversion Rate: The patient appointment booking process was inefficient, leading to missed opportunities to convert website visitors into scheduled appointments.

Strategy & Execution

Unified Marketing implemented a comprehensive digital marketing strategy tailored to the needs of Cardiology Associates of Morristown, focusing on four key areas: SEO, PPC, a new website, and doctor detailing.

1. Search Engine Optimization (SEO)

To boost organic search visibility and attract more patients searching for cardiology services, we implemented the following SEO strategies:

  • Comprehensive Keyword Research: Identified high-intent, relevant keywords such as “Morristown cardiologist,” “heart specialist near me,” “cardiology consultation,” and “heart disease treatment.”
  • On-Page Optimization: Enhanced existing website content with optimized meta descriptions, title tags, header tags, and keyword-rich content. We created new pages targeting specific services like echocardiograms, stress tests, and hypertension management to capture more search traffic.
  • Local SEO Enhancements: Improved the practice’s Google Business Profile and updated NAP (Name, Address, Phone number) citations on local directories. This increased visibility for searches like “cardiologist near me” and drove local patient traffic.
  • Content Marketing: Developed a blog strategy featuring informative articles on heart health, preventive tips, and treatment options. These articles were optimized for long-tail keywords to attract traffic from users seeking detailed information about cardiovascular health.

2. Pay-Per-Click Advertising (PPC)

To generate immediate patient inquiries and maximize visibility for high-intent search terms, we launched targeted PPC campaigns:

  • Campaign Structuring: Created separate ad campaigns based on the practice’s key services, such as “Cardiology Consultation,” “Heart Disease Diagnosis,” and “Preventive Cardiology.” This ensured relevant ads were shown to users searching for specific treatments.
  • Optimized Keyword Bidding: Used a combination of broad match, phrase match, and exact match keywords to capture both general and highly specific patient searches. We adjusted bids based on performance data to maximize clicks from high-intent keywords while controlling ad spend.
  • Ad Copy and Extensions: Developed compelling ad copy highlighting the practice’s expertise, patient care, and prompt appointment availability. We utilized ad extensions like callouts, sitelinks, and call extensions to provide additional information and increase click-through rates (CTR).
  • Geotargeting: Focused on specific geographic areas around Morristown to attract local patients, reducing ad spend on clicks from non-target locations.

3. Website Redesign

To enhance the user experience and increase conversion rates, we redesigned the Cardiology Associates of Morristown website with a focus on:

  • Modern and Mobile-Responsive Design: Developed a clean, professional, and fully responsive website that provides an optimal experience for users on all devices, including smartphones and tablets.
  • Improved Navigation and User Experience: Streamlined navigation menus to help patients easily find information about services, doctors, and appointment scheduling. The homepage featured quick access to popular services and a prominent “Book an Appointment” CTA.
  • Enhanced Content and Patient Education: Added new sections with comprehensive information on various heart conditions, treatments, and FAQs to educate patients and build trust.
  • Online Appointment Scheduling: Integrated an online booking system, enabling patients to quickly schedule appointments directly through the website, reducing barriers to conversion.

4. Doctor Detailing and Physician Outreach

To increase patient referrals from other healthcare providers, Unified Marketing executed a doctor detailing strategy:

  • Targeted Outreach to Local Physicians: We identified primary care doctors and other specialists in the Morristown area who could refer patients to the cardiology practice. Personalized emails and informational brochures highlighting the practice’s specialties and patient care approach were sent out.
  • Educational Sessions: Arranged informational meetings and webinars with referring doctors to educate them about the unique services and expertise offered by Cardiology Associates of Morristown.
  • Referral Program: Implemented a streamlined process for tracking and acknowledging patient referrals, encouraging consistent collaboration with other healthcare providers.

Results

The combined approach of SEO, PPC, website redesign, and doctor detailing yielded significant improvements within six months:

  • Increased Organic Traffic: The SEO strategy led to a 120% increase in organic search traffic, with the practice ranking on the first page of Google for key search terms like “Morristown cardiologist” and “heart specialist.”
  • Higher Conversion Rates from PPC: PPC campaigns achieved a 40% increase in click-through rates (CTR) and a 50% reduction in cost per acquisition (CPA), generating a consistent flow of new patient inquiries.
  • Improved Website Engagement: The redesigned website saw a 70% increase in page views and a 45% decrease in bounce rate, indicating a more engaging user experience.
  • Boost in Appointment Bookings: The implementation of the online scheduling tool contributed to a 60% increase in booked appointments, streamlining the patient acquisition process.
  • Growth in Physician Referrals: Doctor detailing efforts led to a 30% increase in referrals from local physicians, establishing stronger relationships and a steady stream of new patient leads.
  • Overall Patient Flow Increase: The integrated strategy resulted in a 65% overall increase in new patient flow, significantly boosting the practice’s revenue and patient base.

Client Testimonial

“Unified Marketing transformed our digital presence and helped us reach new patients like never before. The new website, combined with their targeted SEO and PPC strategies, has made a huge difference. We’ve also seen an increase in referrals from local doctors, thanks to their outreach efforts. Our appointment schedule is now consistently filled!”
— Dr. Blum, Cardiologist at Cardiology Associates of Morristown

Future Plans

Unified Marketing will continue refining the digital strategy by exploring additional channels like social media marketing and enhancing the patient engagement process through email marketing and educational content.