Case Study: Local Pediatric Therapy Clinic

About this Project

A local pediatric therapy clinic was looking for help to expand its service offering quickly and affordably.

The clinic was well-regarded in the community, but its website was poorly-managed by a third party company which didn’t understand its needs, and had nearly no social media presence to help get the word out about its services. 

The clinic wanted to ensure they had a strong digital presence to ensure they were top-of-mind in their community when families sought out the services they provide.

The challenge as a marketer helping local clients without a digital presence, is that without starting metrics, it’s difficult to show hard numbers for how much a digital presence helps business.

In fact that was one of our challenges here: to give this clinic the ability to track this data on their own.

The Outline

A quick rundown of the services provided to the clinic:

1) Establishing a Google My Business presence

2) Setup and Strategy for their Facebook Business Page

3) Setup and Strategy for their Instagram Business Page

4) Website Redesign

5) Digital Marketing Tracking For The Website (Google Analytics, Facebook Pixel)

Step 1: Google My Business Setup

The first step for any local business: Their Google My Business Listing.

The company didn’t have one setup. There wasn’t a lot of competition in-town, but having one would be a near-requirement to help their Google presence stay strong long-term.

We went through the Google My Business optimization, which includes:

• Claiming their GMB Profile
• Ensure the Contact Info is Correct
• Correctly Choosing Categories
• Writing a Good Description
• Adding Products and Photos

RESULT: The business is now easily-searchable on Google and Google Maps, and can communicate easily with clients via posts to Google My Business.

Step 2: Facebook Page Setup and Strategy

The clinic had a Facebook business page, but there was not much content, the reviews were very old, and as a result, it did very little to further the business’ goals with social media, which was to improve their visibility in the community.

The Fixes Here Included:

• Analyzing their own posts’ performance, and that of competitors, to see which types of content perform best among their potential audience
• Helping create content to showcase more of the clinic and its staff, to show potential clients who they’re dealing with
• Creating a content plan and schedule to keep the time requirements of sourcing content to a minimum while still providing some value to clients
• Acquiring some additional reviews

Their Facebook page is now consistently posting about 2-3 times per week, in a variety of different topics.

This helps the business provide additional value to current clients, and helps establish the reputability of the business searching for their services.

RESULT: Increased number of reviews. More than doubled the page likes with zero ad spend. Easy and reliable communication with existing clients on news with the practice. 

Step 3: Instagram Setup and Strategy

The clinic did not have an Instagram account setup when we started.

However, in this space, Instagram is optional.

It’s useful in some ways, but generally not for selling pediatric health services to parents.

Where it can be useful is in helping one’s reputation among employee prospects. Therapists are on Instagram, and in this space where highly-skilled staff is difficult to find, it’s useful to have social proof as a business.

Fixes here included:

• Account setup
• Content planning to identify well-performing content
• Hashtag strategy to skyrocket their visibility

This local clinic grew to nearly 5,000 Instagram followers with zero ad spend, posting only a few times per week with the right content plan.

RESULT: An increased awareness and reputation among local occupational therapists, speech therapists and ABA therapists, many of whom noticed the practice’s regular IG presence during job interviews. 

Step 4: Website Presence Redesign

The clinic’s web presence was completely managed by a third party, which focuses on adult physical therapy practices instead of pediatric practices. 

The web design did not suit the image they wanted to portray, and any change to the website required first opening a ticket with the management company. 

Even worse — if they were ever to cancel to break away, the clinic would be given the web domain, but the management company would take the website away. Awful!

The business did not like this lack of control, but didn’t have the time or knowledge to break away from them and establish their own web presence. 

What I Did For Them Included:

• Opening an account at Siteground for web hosting, and with Google Domains for domain hosting. 
• Working with staff to redesign the clinic’s website 
• Working with the web management company to transfer the domain
• Bringing their newly-designed site live on Siteground
• Staff training to manage updates to the website

Result: Management now has the ability to make updates to the website’s content on their own, including an easy-to-manage staff listing for their practice. 

Their Google search rankings did not suffer in the transition. 

Step 5: Digital Ads Preparation

With a presence established on social media, and control reestablished over their website, we can finally properly prepare the business for paid advertising.

Paid Ads in this space would consist mostly of Google Ads, with some Facebook advertising mixed in towards cold traffic. 

Preparations for paid ads included:

• Google Analytics Setup
• Facebook Pixel Setup
• Identifying where service-specific landing pages would benefit (someplace to send this traffic)

Luckily, the business does not have a shortage of potential customers, and their reputation has generated many referrals, so they haven’t had a clear need to advertise yet. 

However, with Analytics and the Pixel setup, the business can now start gathering data on their website visitors for future remarketing use. 

The business is also considering expanding to a second location. If and when it does, all of this preparation will make getting the word out much, much easier.