The challenge
Burt & Will was too small for an in-house marketing team or a full-time CMO, and too big to run on guesswork. Their marketing had several moving parts and no one steering:
- Their vendors sent reports with no explanation of what the numbers meant.
- The website, SEO, paid ads, social media, and CRM weren't working toward the same goal.
- One employee was handling most of the marketing and operations and was at capacity.
- They wanted better efficiency without adding overhead.
What we did
1. Started with a full audit. Before changing anything, we audited the website, search and ad performance, social media, and CRM. The audit found a website that wasn't built around the call to action, so visitors missed it; social media posting with no clear plan or analytics behind it; an SEO and ad vendor whose work wasn't aligned with the practice's goals; and a CRM that wasn't built for a smooth patient experience.
2. Became their fractional CMO. We aligned their vendors to one strategy, translated reports into plain English, and gave the practice one person who owned the whole picture.
3. Redesigned the website. The practice followed our recommendation and launched a redesigned, cleaner, easier-to-use site on October 31, 2023.
4. Rebuilt the social strategy. We cut the number of Facebook posts and focused on messaging and content that resonated with their audience.
The results
Within 90 days, traffic, ad conversions, and social engagement all increased.
Facebook, last 60 days (August 20 to October 18, 2023): about 137,000 people reached; about 179,000 impressions; about 5,300 page engagements and 5,000 page clicks; about 25,000 three-second video views — all from 46 posts, far fewer than before. Facebook had been declining; fewer, better posts reversed it.
Website, same 60 days: 45,257 page views, with an average engagement time of about 1 minute 34 seconds.
Ads. Conversion rates, click-through rates, and return on ad spend all improved. Detailed ad data isn't shown for patient privacy.