"Farotech's strategic approach led to an increase of Rothman's blog traffic by 856%, resulting in over 33k appointments valued at over 10 million dollars in a single year."

Rothman Orthopaedics & Farotech

Rothman Orthopaedics Institute is one of the top orthopedic programs in the nation. With a comprehensive grounding in both research and innovation, Rothman Orthopedic Institute remains at the cutting edge of orthopedics, bringing their medical expertise and caring demeanor to each and every patient case.

In order to broaden their presence in the ever-growing competitive market, they decided to partner with Farotech. Over the course of the partnership, Rothman Orthopaedics Institute’s visibility, exposure, and growth soared.

The Challenge

In 2012, Rothman Orthopaedics Institute had only 437,387 users, with only 66% coming from organic traffic. Given this, one of Farotech’s main focuses for Rothman Orthopaedics Institute’s overall marketing strategy was ensuring their digital presence was expanded upon and revamped to actively compete with other Orthopedic websites.

Our Plan

The digital marketing strategy focused on four main initiatives:

Revamp the usability of the website
Develop SEO-optimized content (as well
as engaging videos, infographics, and
downloadable assets)
Monitor the results
Optimize based on data-driven
conclusions

Results

From 2012 to 2017, users increased by 244% and pageviews increased by 206%. In the same period, the sites traffic from organic sources increased 279%, to make up 75% of the 1,529,495 visitors in 2017. Between January, 1 2019 and June, 28 2019, traffic had increased to 1,207,268 users, which is up 19% compared to the previous year, and up 60% from the same period in 2017.

“Working with Farotech has exceeded our expectations and been very beneficial to the success and growth of Rothman Institute over the last few years.”

Rick Cushman,
Director of Public Relations at Rothman Institute

A DEEPER LOOK

Rothman's results required a combination of art and science to generate leads, nurture leads into patients, and turn those patients into avid fans.

Keyword Visibility

The Rothman Institute saw a 4218.65% increase in ranked organic keywords from 2012 to 2017.

Organic Search Traffic

Visitors from organic search on Google, Yahoo, and Bing increased 279% from 312,854 users in 2012 to 1,184,771 users in 2017.

Blog Growth

Between 2013 and 2017, blog pageviews increased 4,850%, from 15,940 to 789,021 pageviews.

Conversions

Goals weren’t set in 2012, but in 2017, 33,406 appointments were scheduled on the site from organic traffic, valued at: $10,017,086.

THE SEO TIMELINE

Our customized digital strategy paved the way for growth in organic traffic, keyword visibility, and overall company value.

Website Clean Up

We ran an in depth on-page SEO report, and cleaned up any issues with the site to provide a solid foundation for the success of the campaign.

Research, Interviews & Buyer Persona Exercises

We identified Rothman Orthopedics’ ideal patients, their goals and challenges, and then created profiles to target them through various segmented marketing campaigns and mediums.

Keyword Research

We first ran a baseline report for Rothman Orthopaedics that determined where they were already succeeding, and which keywords should be targeted next. Then, using our premium software we found keywords that gave them the highest ROI for their marketing time and budget.

SEO-Optimized Content Development

Before any content was written, we performed extensive keyword research for keywords with the highest ROI. Based on these keywords, we build out a detailed publishing schedule to deliver content for every stage of the sales cycle.

Analytics

We constantly analyzed the performance of Rothman Orthopaedics’ campaign, in terms of content performance, keyword rankings, site usability, and conversion.

Quarterly Optimization

Every quarter, we went back and reviewed the work that we did for Rothman Orthopaedics.

FEATURES OF OUR STRATEGY

Our customized digital strategy paved the way for growth in organic traffic, keyword visibility, and overall company value.

Expansive Blogs

While working with Rothman Orthopaedics Institute, Google’s algorithm for ranking web pages changed and became more intricate. We took this an immediate sign to optimize our content-generation techniques to ensure they were aligning with Google’s algorithm modifications. At the conclusion of our research on Google’s reworkings, we inferred that in order for our content to be top-ranking, it had to have three key characteristics: depth, comprehensiveness, and a laser-focus on the main keyword.

See Example

Asset Pages

For each Orthopedic specialty, we created bite-sized videos of a doctor explaining the processes of diagnosis, treatment, and recovery for common injuries. This detailed approach generates value by increasing time on the site, as well as overall engagement.

See Example

eBooks

We wrote a series of in-depth eBooks that are available behind gated forms on the site asking for basic user info. When users download the eBooks, they receive a series of drip marketing emails providing additional info about the specialty, as well as Rothman Orthopaedics Institute.

See Example

Infographics

We wrote and designed a series of infographics. These provided a narrative and engaging explanation of the injury, treatment, and recovery process for common conditions.

See Example

Farotech is an innovative force in the digital marketplace. With over 16 years of experience in conceptualizing, developing, and implementing comprehensive digital marketing strategies for a wide array of clients in many different business arenas, Farotech sets itself apart through its ability to consistently deliver results.

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