Northeast Georgia Physicians Group Orthopedic Surgery

Digital Marketing Campaign

Northeast Georgia Physicians Group Orthopedic Surgery provides care from a trusted and experienced team of orthopedic doctors and specialists at more than 10 orthopedic clinics across North Georgia.

Move Freely, Live Fully.

This campaign connected prospective patients with orthopedic physicians through highly localized, physician-focused digital marketing. Display ads were geographically targeted and aligned with dedicated physician landing pages, creating a seamless experience from ad engagement to appointment request. By matching the messaging, location, and featured providers, the campaign delivered a more personalized patient journey, increased trust, and improved engagement. This integrated strategy strengthened physician visibility in key markets while driving new patient acquisition for the practice.

Connecting Patients with Local Orthopedic Experts

The goals of this digital marketing campaign went beyond simply generating impressions. It was about creating awareness, building familiarity with physicians, and guiding prospective patients toward choosing a local provider when they’re ready to seek care.

Business Purpose – Increase awareness of orthopedic physicians in targeted communities and drive new patient acquisition by connecting prospective patients with providers who practice near them.
Marketing Purpose – Deliver highly relevant, localized messaging that introduces patients to physicians serving their community and encourages them to learn more or schedule an appointment.
Patient-Centered Purpose – Make it easier for patients to identify and trust an orthopedic specialist in their community by presenting the right physician at the right time with a clear path to additional information and appointment scheduling.

The Right Provider. The Right Market. The Right Moment.

This campaign created a personalized digital experience tailored to each market. Every campaign, across Google Display, Google Search, and social media, featured physicians serving the targeted community and directed users to dedicated landing pages showcasing those same providers. This ensured patients saw the orthopedic specialists most relevant to their location and care needs, creating a seamless journey from first impression to appointment request.

Bullet Multi-Channel Digital Marketing Campaign
Bullet Localized Physician Creative
Bullet Landing Page Strategy
Bullet Consistent Patient Experience
Bullet Performance Measurement Plan

Multi-Channel Digital Marketing Campaign

Coordinated Google Display, Google Search, and social media advertising to maximize reach and reinforce messaging across the patient journey.

Localized Physician Creative

Featured the orthopedic specialists practicing in each geographic market rather than generic practice branding.

Landing Page Strategy

Developed dedicated landing pages for every service area, highlighting the physicians, specialties, and locations relevant to that audience.

Consistent Patient Experience

Matched ad creative, messaging, physician photography, and landing page content to build familiarity and trust before patients ever scheduled an appointment.

Performance Measurement Plan

Established KPIs and tracking for impressions, engagement, website conversions, and appointment requests to continuously optimize campaign performance.

Results

Organic Website Traffic Growth
Organic website traffic (non-paid traffic from search engines) for Orthopedic-specific pages increased 14.9% year-over-year

Conversion Growth
Phone calls and scheduled appointments improved by 25% year-over-year compared to the previous Orthopedic campaigns

New Orthopedic Patients
72% of all booked appointments driven by the Move Freely, Live Fully campaigns were new patients to the practice

Display Campaign Engagement
236% increase in click through rate, demonstrating that localized, physician-specific creatives resonated more effectively with prospective patients

Organic Website Traffic Growth

Although the campaign was designed to increase awareness and growth through targeted search, display, and social media marketing, it also contributed to stronger organic performance. By increasing overall engagement with Orthopedic-specific pages on the website, the campaign helped drive a 14.9% year-over-year increase in organic website traffic, extending its impact beyond paid media.

Display Campaign Engagement

By aligning display creatives with the physician’s specialty and geographic market, the campaign delivered significantly more relevant messaging to
prospective patients. This strategy increased the display campaign CTR by a 236% improvement, indicating stronger audience engagement and interest. A 1.95% CTR (June 2026) is not only a large improvement over the previous campaign, but also well above the typical benchmark for healthcare display advertising.
*Average Google Display Network click through rate for health & medical industries is 0.59%.

New Patient Growth

72% of appointments driven by the physician-focused Paid Search and Google Display campaigns were new patients to the practice, demonstrating
that the digital marketing campaign didn’t just improve marketing metrics – it achieved Northeast Georgia Physician Group Orthopedic Surgery’s ultimate business objective.

Conversion Growth Over Time

We regularly monitored phone calls, appointment requests and booked appointments. These conversions improved by 25% year-over-year compared to the previous Orthopedic campaigns.

Why It Worked & What Made It Different

Key Differentiators

Innovative Localized Strategy
– Rather than promoting the orthopedic practice as a whole, the campaign strategically matched physician specialties, geographic targeting, ad creative, and dedicated landing pages to create a personalized patient experience.

Exceptional Engagement
– The localized physician-focused approach increased display campaign engagement dramatically, improving click-through rate from 0.58% to 1.95% – a 236% increase over the previous campaign.

Meaningful Business Impact
– By increasing physician visibility in key markets and connecting prospective patients with specialists who served their specific needs, the campaign successfully supported new patient acquisition while strengthening the orthopedic practice’s overall digital marketing performance.