Understand: You. Your Market. Your Competition. Your Goals.

Situation

Recovery Physical Therapy - Exceptional Physical Therapy & Rehabilitation services in Manhattan, Queens, Westchester, and New Jersey!A leading physical therapy practice with 12 locations in the NYC metro area had an aging website, no online marketing strategy, and antiquated internal business processes tied to pen-and-paper scheduling which caused substantial operational inefficiencies and poor patient communication.

Phase 1 – Research & Redesign

  • Conducted in-depth research of the client’s market position, competition, internal operations, and desired outcomes. Visited each individual practice location to interview key stakeholders.
  • Completely redesigned website with a focus on patient-friendliness, SEO optimization, and brand accessibility. Emphasis was placed on establishing a clear visual hierarchy focused around key messages to both prospective and existing patients. Boring text-heavy pages were replaced with tasteful animation, vibrant and consistent iconography/typography, and smaller blocks of bullet-point and short-form text.
  • Established a company blog to encourage dialogue with patients, provide a platform for practice news/updates, and increase Recovery Physical Therapy’s presence in the online health community

Phase II – Development of New Features & Functionality

  • Integrated Online Appointment Scheduling to streamline interaction with patients while reducing practice overhead
  • Enabled patients to submit pre-appointment paperwork directly via the web, cutting both waiting room time and back-end data-entry costs
  • Overhauled company’s scheduling processes and practice management technology
    • Custom-developed a back-end scheduling platform
      linked to company website to replace “the book”
      (antiquated pen & paper scheduling)
    • Created automatic E-mail and SMS appointment reminders system to reduce appointment “no shows”, save staff time, and lower phone costs
    • Implemented first-ever standardized company-wide reporting platform & process
  • In-depth configuration of Google Analytics to track not only traffic-related events but also specific usage events like form submissions, document downloads, and user searches.

Phase II – Site Launch & Marketing Plan Execution

  • Regularly Posted News & Updates to Company Blog
  • Deployed targeted E-mail Blasts to patient introducing the new site and it’ many features
  • Acquired targeted inbound links and ad placements from high-ranking relevant websites
  • Launched targeted local marketing program that established overwhelming brand presence for RPT on local directory sites like Yelp.com, CitySearch.com, Google Local, and Yahoo Local.

Results

  • 57% Increase in overall organic traffic from search engines within 60 days of launch
  • 380% increase in search engine traffic from “non-branded” search terms within 60 days of launch. These are queries that did not include the name of the business, such as generic searches for “New York physical therapy”.
  • Total Dominance in Search Engines for target Keyphrases - Page 1 rankings in Google, Yahoo, and Bing for key terms like “nyc physical therapy”, “upper west side physical therapy”, “wall street physical therapy”, etc.
  • New patients acquired direct as a result of web marketing activities resulting in more than 3x ROI on marketing spend
  • Extremely positive feedback from new and existing patients about website, scheduling experience, and convenience