Nirschl Orthopaedic Center
Case Study

Nirschl Orthopaedic Center

One of the First Sports Medicine Facilities on the East Coast Increases Patient Volume With a Rehabilitated Marketing Strategy


Since its founding in 1974, Nirschl Orthopaedic Center (NOC) has been consistently rated one of the top orthopaedic and sports medicine centers in the Washington, DC metropolitan area. Their board-certified physicians, with their extensive experience, are at the forefront of treating disorders of the hand, wrist, elbow, shoulder, hip, knee, foot, and ankle. They also treat a wide variety of injuries. Their surgeons are regularly named in the Northern Virginia, Arlington, Virginia Living, and Washingtonian Top Doctors magazines.

The Problem

Nirschl Orthopaedic Center’s single in-house marketer was struggling to keep up. Among making updates to their branding and logos, she was also managing all marketing materials, writing new content, and managing a relationship with a 3rd-party company that handled their paid advertising campaigns on Google. It was simply too much work for a single person to manage. NOC needed help.

The Solution

Wanting to develop a stronger internet presence, the NOC team had begun looking for a new marketing partner — a team with expertise in SEO and paid search.

Having heard a Socius representative speak at an AAOE conference, the Nirschl team saw an opportunity to work with a team of marketing experts who could help them meet critical marketing goals. They quickly set up a meeting to discuss Socius’ service offerings.

It became clear Socius’ a la carte service menu — keyword research and monitoring, benchmark reports, and original written content — would give NOC the ability to create new marketing efficiencies. By targeting digital marketing services to NOC’s specific needs and goals, Socius gave NOC the missing piece they’d been looking for.

The Results

Socius wasted no time updating the Nirschl Orthopaedic Center website — one of their key objectives. This work included security upgrades, phone number positioning, making appointment requests easier to access, citation work, and new, original content on a monthly basis.

NOC saw fast results. Site traffic grew an average of 10% month over month, ultimately resulting in a 58% increase for the year and a 118% increase in SEO-driven patients. In fact, SEO was directly responsible for 76% of NOC’s new patient accounts.

With the right team of experts and an investment of just $1000 per month on SEO, the NOC team netted about 800 new patients each month — making their cost per patient just $6.08.

The Future

With some quick wins under their belt and the improved web presence they were seeking, Nirschl Orthopaedic Center continues to work with Socius to produce paid campaigns that generate organic traffic and more bookings.

“I appreciate the monthly meetings to review our progress and data, and I love that we are continually generating new content for our website,” says Nirschl.

Now that they’ve gotten the results they set out to achieve — and cost acquisition numbers that can’t be ignored — Socius and NOC look forward to their continued relationship. Nirschl says, “Socius is a big part of our improved SEO ranking and growth in our business.” And from the looks of things, that’s not going to change anytime soon.