Digital Campaign

UBMD Orthopaedics & Sports Medicine

Challenge

In this increasingly digital age, search engine marketing and social media marketing are critical to building awareness and effectively saturing a target market. While UBMD Orthopaedics & Sports Medicine (UBMDOSM) has a well-established brand, they needed a digital advertising strategy to introduce the practice to a wide funnel of potential patients, build awareness and trust, and drive consistent lead generation for its many service offerings.

Tactics

Google Ads (Search & Performance Max)
Meta Ads
Digital Marketing

Solution

The goal was to get UBMDOSM, along with its urgent orthopaedic care service — UB OrthoCare — in front of Western New Yorkers and to the top of search engine results. To that end, JFG recommended a mix of Google Search and Performance Max campaigns, in addition to Meta ad campaigns placed across Facebook, Instagram and Messenger.

A cost-effective advertising tool, Google Search campaigns (PPC) increased online visibility among high-intent users looking for specific services. Adding a Performance Max campaign to the mix allowed image and video ads to reach high-converting audiences across all of Google’s channels, including YouTube, Display, Gmail and Maps.

On Meta, a mix of image, carousel and video ads were implemented to grab the audience’s attention, along with compelling copy and a clear call to action. Campaigns have highlighted specific service areas, physician/provider expertise and some of the practice’s specific locations.

These carefully crafted media buys have elevated awareness and perception across the community, have positioned UBMDOSM as the leading orthopaedics experts in Western New York, and have consistently driven website traffic and patient leads.

Results

Since partnering with JFG, UBMDOSM has seen digital advertising metrics increase year over year. In 2024, the results continue to grow, consistently generating leads and performing well above health care industry averages.