Apex Spine Institute
Apex Spine Institute was started by the back and spine specialists at Tri-City Orthopaedics (TCO) who branched off to start their own practice. Launching with minimal infrastructure, Apex needed everything—from a functioning website to getting the word out about their new clinic. They turned to us to build their presence and make an impact in a competitive healthcare market.
The Challenge
Starting from scratch presented several hurdles. Their existing website had been outsourced to an offshore freelancer, but it fell far short of expectations. The content was difficult to read, lacked SEO value, and failed to connect with their audience. Beyond the website, Apex also needed branded materials, digital advertising strategies, and content that could establish them as the go-to provider for spine care in the region. It was a lot to get done in a short amount of time!
Our Solution
Phase I: Building the Foundation
We knew the first step was to develop a strong digital foundation and brand identity. Here’s what we did:
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Website Rebuild: Rebuilt their entire website on WordPress, with a complete content overhaul that ensured the messaging was clear, informative, and SEO-friendly.
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Custom Photography: Replaced many stock images with custom photos to better reflect the personality of their providers and clinic.
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Google Business Profile Transfer & Rebranding: Seamlessly facilitated the transfer of their old Google Business profiles from TCO and rebranded them under Apex.
Phase II: Spreading the Word
With the foundation in place, we shifted our focus to generating awareness and driving patient volume:
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Digital Advertising Campaigns: Launched targeted campaigns on Google, Facebook, and display to promote key services, providers, and procedures.
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Geofencing Strategy: Identified and geofenced competing clinics in the area that were closing, positioning Apex as a trusted alternative for displaced patients.
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Video Production: Scripted, shot, and produced several videos showcasing Apex’s providers, services, and patient success stories.
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TV and Streaming Ads: Ran video ads on local TV and streaming platforms to boost brand awareness and position Apex as a leading provider in the region.
The Results
As we worked to establish their presence in the Tri-Cities, we kept track of baseline website analytics to track our progress. When clinic management decided they were ready to be more aggressive with their marketing strategy, we turned to Google Ads, targeted display ads, and Facebook ads, with the following results in the first year.
Year 1
970,000 ad impressions served
(across Google Search, Facebook, and display)
238 visits to the clinic
(from display ads alone)
380% increase in website traffic
116% increase in organic search traffic
Year 2: A Pivot in Progress
After the first year, we introduced video advertising with sequential display ads into the mix. At the time of this case study, year 2 is still in progress. However, in a little less than 5 months, we achieved:
2.4
million
ad impressions served
93.7% video completion rate
450+ conversions
(including physical visits to the clinic, phone calls, and form submissions)
Overall, the data shows that Apex Spine is enjoying these benefits of a robust digital marketing strategy:
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Increased Visibility: Apex’s digital campaigns generated high levels of engagement, with clicks and conversions exceeding industry benchmarks.
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Local Market Penetration: The geofencing strategy successfully attracted patients from closing clinics, resulting in a noticeable uptick in appointment requests.
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Improved Brand Awareness: Video, display, and social media ads helped establish Apex as a known name in spine care within their community.
Summing it Up
Apex Spine Institute now has a polished, professional digital presence that accurately reflects their expertise and care. Their SEO-friendly website drives consistent traffic, and the combination of digital and traditional advertising has brought a steady stream of new patients through their doors.
Apex’s journey shows how a well-executed launch strategy can turn a new practice into a leader in a competitive market.
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