Case Study: Alabama Orthopedic Group

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[av_heading heading=’Alabama Orthopedic Group’ tag=’h3′ link_apply=” link=’manually,http://’ link_target=” style=’blockquote modern-quote modern-centered’ size=’95’ subheading_active=’subheading_above’ subheading_size=’24’ margin=” margin_sync=’true’ padding=’10’ color=” custom_font=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-kkfizwwj’ custom_class=” admin_preview_bg=”]
CASE STUDY:
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A group of orthopedic surgeons and clinical staff are committed to providing each patient with the highest-level of specialized orthopedic care in an environment where each individual and their family members are given time to ask questions and discuss their concerns.

In October 2019, this orthopedic group partnered with Alabama Media Group with the goal of increasing awareness within the community for their offerings, as well as increasing new patient volume.
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[av_heading heading=’KEY CAMPAIGN OBJECTIVES‘ tag=’h3′ link_apply=” link=’manually,http://’ link_target=” style=’blockquote modern-quote modern-centered’ size=’40’ subheading_active=” subheading_size=’15’ margin=” padding=’10’ color=” custom_font=” custom_class=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=” av_uid=’av-4jqej35′][/av_heading]

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To support the objective of increasing brand awareness, video advertising was used to visually present the group’s message. These short video segments were placed on YouTube TrueView and targeted people who had engaged with similar content on the platform.
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AMG launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo! to increase visibility in search results as users actively seek out the group’s offerings.

AMG tracked performance indicators such as goal completions, session duration and overall quality of site traffic and optimized the campaign accordingly.
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In order to create awareness for the group and its services, a targeted online display advertising campaign was deployed on AL.com.
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[av_font_icon icon=’ue871′ font=’entypo-fontello’ style=” caption=” link=” linktarget=” size=’40px’ position=’left’ animation=” color=’#f14338′ av_uid=’av-ukbxsx’ custom_class=” admin_preview_bg=”][/av_font_icon] The orthopedic group’s message saw 3,285 hours of total exposure on AL.com (with a .15% response rate) – equal to more than 136 full days of viewability to the target audience.

[av_font_icon icon=’ue871′ font=’entypo-fontello’ style=” caption=” link=” linktarget=” size=’40px’ position=’left’ animation=” color=’#f14338′ av_uid=’av-ukbxsx’ custom_class=” admin_preview_bg=”][/av_font_icon] Combined, campaigns for various specialties served more than 141,000 impressions to users searching for orthopedic services, doctors, and procedures. These served impressions resulted in 8,893 website visits from lower-funnel searchers, and 305 direct phone calls!

[av_font_icon icon=’ue871′ font=’entypo-fontello’ style=” caption=” link=” linktarget=” size=’40px’ position=’left’ animation=” color=’#f14338′ av_uid=’av-ukbxsx’ custom_class=” admin_preview_bg=”][/av_font_icon] Social drove large volumes of site traffic, as the campaigns are the number one website traffic source. Overall, the Facebook campaign delivered nearly 2 million impressions, 41,000 clicks and a 2.2% CTR.

[av_font_icon icon=’ue871′ font=’entypo-fontello’ style=” caption=” link=” linktarget=” size=’40px’ position=’left’ animation=” color=’#f14338′ av_uid=’av-ukbxsx’ custom_class=” admin_preview_bg=”][/av_font_icon] YouTube Trueview ads generated 2,416 hours of view time (more than 100 days), 659,500 impressions, 919 clicks and .14% CTR.
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