Digital Marketing Case Study: OBL Marketing & ECCO Medical
Using Digital Marketing as a tool to increase visibility, website traffic, and qualified new patients to your practice.
ECCO Medical
Denver, CO
Interventional Radiologists specializing in arterial disease, prostate enlargement, uterine fibroids, liver cancer, knee pain, and vein/leg issues.
Patient Profile: ECCO Medical
ECCO Medical is an Office-Based Lab in Denver, CO, founded by Dr. Aaron Kovaleski and Dr. Charles Nutting in 2019. They are Board-Certified, Fellowship-Trained Vascular and Interventional Radiologists specializing in arterial disease, prostate enlargement, uterine fibroids, liver cancer, knee pain, and vein/leg issues. Dr. Kovaleski and Dr. Nutting have many published works and speak at industry events across the country, including the OEIS. When ECCO Medical opened its doors in 2019, they were heavily relying on referrals. Their two previous digital marketing companies over-promised, over-charged, and under-delivered. They were struggling to expand their online presence and convert new patients. In 2021, ECCO Medical partnered with OBL Marketing to elevate their marketing efforts resulting in more patients finding the services they did (or didn’t know) they needed.
Patient Intake Assessment
Our team conducted an initial analysis of ECCO Medical, including website design and overall visibility to everyday “searchers”.The results of this meeting were unsurprising to the Docs: they knew they needed help. They wanted to expand their clinic and marketing into TV & radio, but first needed to build their foundation. Their online storefront needed to reflect their practice, their doctors & the life-changing services they offer. The problems they were facing included:
- Relying Heavily on Doctor referrals and word of mouth
- Potential patients who do not know these procedures exist
- Very few contact forms and calls from new patients through the website
- Lack of visibility for ECCO online when patients were looking for alternatives
- The ECCO brand name and Doctors’ names were not showing properly when searched on Google
The website was:
Showing up on pages 4,5,6 of Google and beyond when 75% of people will never go past page 1 of search results.
Not optimized for top keywords that prospective patients were using to search
Not user-friendly and missing opportunities for conversions (i.e. Fibroid and Prostate quizzes to qualify patients, easy-to-click phone #s and forms, testimonials, videos, etc.)
Lacked the authority to rank in Google’s eyes compared to competitors’ websites, which had been doing digital marketing for much longer and building their presence online.
Treatment Plan:
Our treatment plan consisted of 3 parts – a combination of Search Engine Optimization, Digital Ads, and Website work.
Search Engine Optimization
(SEO)
Ongoing SEO improves rankings in Google for relevant keywords such as “best treatment for fibroids Colorado,” “knee embolization Denver,” and “uterine fibroids Denver“. Keywords ranking consistently on Page 1 of search engines result in more patients finding the services ECCO Medical provides. SEO is the backbone of your online presence and, when done correctly, has the greatest return on investment. With strong content, increased brand building, and ongoing informational blogs, OBL Markteting built a authority for ECCO Medical. With an online authority reflecting their knowledge & experience, we increase new patient intake for interventional radiology treatments.
Process:
- Meet with Doc’s to discuss top priority procedures (UFE, GAE, BPH, and PAD cases)
- Keyword research of relevant keywords patients are searching for
- Optimize the website to reflect their keywords & top services
- Create listings forECCO Medical, Dr. Kovaleski, and Dr. Nutting across the internet ensuring their practice and names are easily findable within Google Business Profiles, Healthgrades, Vitals, Apple Maps, Bing, BBB, Yelp, etc.
- Build out content on service-related topics to establish the website as a credible source for information regarding uterine fibroids, knee pain, prostate issues, etc.
- Monitor SEO rank through keyword movement, website traffic, and rate of calls & forms
- Meet monthly to review data with Docs and discuss how business is going.
Process:
- Meet with Doc’s to discuss top priority procedures (UFE, GAE, BPH, and PAD cases)
- Keyword research of relevant keywords patients are searching for
- Optimize the website to reflect their keywords & top services
- Create listings forECCO Medical, Dr. Kovaleski, and Dr. Nutting across the internet ensuring their practice and names are easily findable within Google Business Profiles, Healthgrades, Vitals, Apple Maps, Bing, BBB, Yelp, etc.
- Build out content on service-related topics to establish the website as a credible source for information regarding uterine fibroids, knee pain, prostate issues, etc.
- Monitor SEO rank through keyword movement, website traffic, and rate of calls & forms
- Meet monthly to review data with Docs and discuss how business is going.
Paid Digital Advertising
(Pay-Per-Click, Display, YouTube, Facebook, and Geo-Fencing Ads)
Digital Advertising is often “phase 2” for many clients. ECCO Medical first added pay-per-click advertising to their strategy as a way to get to the top of Google fast for top keywords.. We buy ad space at the top of Google for hard-to-win SEO keywords so that you can occupy real estate for all of the top search terms patients are looking for. If someone is looking for an “alternative to hysterectomy” or “Urolift” we create an ad at the top of Google showing them what an IR Doc can offer them instead. ECCO Medical gradually added in Facebook and YouTube ads as they gathered strong video and photo content of the practice and docs to further strengthen their brand recognition through ads.
Process:
- Meeting with Docs to discuss top-priority procedures for ads
- Come up with a 30-day campaign budget for each procedure
- Create compelling ad copy for ads with a clear call to action
- Put together a list of top keywords for paid ads as well as a list of ‘negative keywords’ that we do not want to spend money on
- Continually monitor and optimize campaigns to maximize Return on Investment
- Report results in monthly meetings, discuss qualified phone calls and form fills, and discuss budget and changes for next month.
Process:
- Meeting with Docs to discuss top-priority procedures for ads
- Come up with a 30-day campaign budget for each procedure
- Create compelling ad copy for ads with a clear call to action
- Put together a list of top keywords for paid ads as well as a list of ‘negative keywords’ that we do not want to spend money on
- Continually monitor and optimize campaigns to maximize Return on Investment
- Report results in monthly meetings, discuss qualified phone calls and form fills, and discuss budget and changes for next month.
Website Conversion Optimization and Clean-Up
Our in-house web team is always on hand for any website changes that need to be made. ECCO came to us with a already established websitethat needed to be cleaned up. We took the existing website, gave it a facelift, added UFE, PAD, and GAE quizzes to the sites, re-wrote and added extensively to their content, created new pages, a testimonials section, blog page, and enhanced the For Doctors referrals page to help promote referrals through the site as well. We needed to educate the user about these procedures as we learned there is a learning curve, and patients need to do their research before making a decision. Adding videos, photos, and quizzes have all helped conversion rates on the site and taken folks from the research stage to taking action and calling or filling out a form.
Process:
- Team meeting to discuss top-priority website changes
- Website audit to scan for backend issues or problems that could harm the site or ranking
- Website speed audit to test for site load speed
- Mobile testing to be sure the site looks and converts well on all devices
- Scan through top pages to look for opportunities for “call to action” buttons
- Look for opportunities for updated photos and videos for the site to help educate the user
- SEO team creates new content for the site to help Google read our site
- 2 hours per month for updates, scans, and making sure everything is running smoothly
Process:
- Team meeting to discuss top-priority website changes
- Website audit to scan for backend issues or problems that could harm the site or ranking
- Website speed audit to test for site load speed
- Mobile testing to be sure the site looks and converts well on all devices
- Scan through top pages to look for opportunities for “call to action” buttons
- Look for opportunities for updated photos and videos for the site to help educate the user
- SEO team creates new content for the site to help Google read our site
- 2 hours per month for updates, scans, and making sure everything is running smoothly
Treatment Outcome:
60 of our top Target SEO keywords are on page 1 of Google, which has led to a 238% increase in organic traffic. When you add in the paid digital ads, the total website traffic for ECCO Medical has grown by 328% in 2 years. With a clean, conversion-friendly, and user-friendly website, ECCO’s patient intake has increased by 500% since starting with our team. ECCO Medical has begun advertising with radio and television spots to grow brand recognition and drive meaningful phone calls and website traffic as well. They have since hired more staff, are expanding their practice, and have just bought a new machine to take on more procedures this year. They continue to grow each month with us and have never been busier.
SEO: 60 of the top keywords are ranking on page 1, many in the top overall organic position.
We continue to increase the quantity and quality of the keywords they have ranking on page 1 by continuously monitoring our backlinking and the content we are posting for them. We meet monthly to review priorities for the next 30 days and run through our SEO game plan and to-do list to be sure we are beating out all of the competition.
%
Increase in New Patients
%
Increase in Website Visits
%
Increase in Organic Traffic
Target Keywords Ranking on Page 1
“We have seen a 500% increase in patients since starting with OBL Marketing”
“It was a game changer for our company. They don’t just provide good work on the site, but back-end analytics and reporting are outstanding. The transparency we get with them is second to none. I recommend them to anyone and everyone who will listen.”
Get Your Complimentary Assessment:
Since starting with ECCO Medical almost 3 years ago, we have begun refining our abilities to help IR Docs grow their practices online. Through word of mouth and referrals from our Doctors who speak highly of our work, we have grown OBL Marketing to help doctors across the country from ECCO Medical here in Denver to VIP Interventional in Arizona, NG Vascular in the Greater Chicagoland area to overseas, internationally in Jerusalem. Our work speaks for itself and we earn the trust business of each of our clients each month. Every situation is unique with different competition, backgrounds, history, and priorities. Our team knows what it takes to win online in this market and we look forward to helping you reach your practice’s goals this year.
Reach Out Today to take the first step in helping patients find you online.