Six months of market expansion work for a growing cardiology group

The situation

In a few years, the practice had grown from a handful of doctors to 13 practitioners, working from one office and serving patients across several states. With a territory that large, it was struggling to keep and grow its patient numbers.

What I found

I started with a website audit, a competitive analysis and keyword research using Google Keyword Planner. In Google Analytics, I reviewed traffic sources, time on page and conversion rates.

Some pages were heavy with medical jargon. Patients need plain, conversational explanations before they’ll pick up the phone, so that became a priority.

The work

Over six months, I delivered:

1. A keyword list, with search volume, difficulty, long-tail opportunities and a competitor analysis

2. Rewritten website pages in a conversational tone, with clear calls to action leading to forms and contact details

3. Restructured content and forms to turn more visitors into new patients

4. Expanded patient profiles, so content and services matched what patients actually needed

5. A posting calendar for Facebook, Instagram and LinkedIn

6. Videos and photography made with the doctors and staff

7. An updated logo reflecting the group’s growth

The outcome

The group came away with a keyword foundation, rewritten pages, new patient forms and a social posting plan, all aimed at bringing in and keeping more patients across its territory.