success stories

Virginia Spine Institute

You don’t need another “partner” and we don’t want to be just another vendor. We prefer you to think of us as wise counsel.

Industries:
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Health & Wellness
Services:
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Paid Media

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Background

Virginia Spine Institute is a globally recognized team of specialists providing concierge care for neck or back conditions. Over the last 30 years, they have improved the lives of over 100,000 people suffering from debilitating pain and life-altering discomfort. Through pioneering the latest advances in non–operative procedures and modern surgical solutions, they provide patients with hope and improved quality of life. The goal was to increase the volume and quality of leads from paid media and drive more surgery bookings, especially from local traffic.

Our Strategy

We applied a strategy focused on a mix of both generic and industry-specific keywords to ensure that we covered all of our bases. Additionally, we built dedicated landing pages for some of the specific keywords we had identified in order to improve Ad Rank and conversion rate. Lastly, we deployed a series of brand awareness campaigns to audiences we identified as crucial targets through our research. These campaigns were both interest-based and more general in order to best reach the client’s ideal customers.

Our Tactics

Sample Keywords:

Generic:

  • “Spine clinic”
  • “Spine specialist”
  • “Spine treatment”

Specific:

  • “Disc replacement surgery"
  • “Disc replacement treatment”

Local:

  • “Spine doctor near me”
  • “Spine clinic in my area”
  • “Spine clinic VA”
  • “Spine doctor Reston”

Brand Awareness Campaigns

Interest-Based: Targeting people interested in certain sports and following certain lifestyles that make them more susceptible to spine injuries with creatives and copy tailored specifically to them

General Awareness: Targeting a 200-mile radius around their office in Reston, a 50-mile radius on Facebook, as well as other specific geolocations the client identified as regions for growth

Results Worth Bragging About

Virginia Spine Institute

By the Numbers:

specialized

108.5%

Improvement in Lead-to-Patient Conversion Rate

132%

Increase in Users From Direct Traffic

pragmatic

57.7%

Increase in Surgery Bookings

Hear what our Clients have to say

What do you find most impressive about them?

We continually reach our benchmarks and have to set new ones. More people are reading our content, which has increased their time on page and also decreased the bounce rate. PBJ Marketing not only runs ads, but they also optimize them.

How does PBJ perform from a project management standpoint?

We continually reach our benchmarks and have to set new ones. More people are reading our content, which has increased their time on page and also decreased the bounce rate. PBJ Marketing not only runs ads, but they also optimize them.

What evidence can you share that demonstrates the impact of the engagement?

We continually reach our benchmarks and have to set new ones. More people are reading our content, which has increased their time on page and also decreased the bounce rate. PBJ Marketing not only runs ads, but they also optimize them.

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