Spero G. Karas M.D. is the Director of the Orthopaedic Sports Medicine Fellowship Program and an Associate Professor of Orthopaedic Surgery at Emory University. He’s served as the Head Team Physician for the Atlanta Falcons, and as a surgeon for the Atlanta Braves.
Entermedia built and has maintained Dr. Karas’ lead generation website for prospective patients for over a decade.
Having a conversion-focused website helps Dr. Karas rise above the competitive fray and consistently attract new leads to his practice through the Emory Sports Medicine Center.
ROI: How SperoKaras.com Converts Quality Leads into Booked Appointments
As one of the top sports medicine specialists and shoulder surgeons in the Southeastern United States, Dr. Karas’ professional bona fides can largely speak for themselves.
Like all good doctors, he really just wants to stay 100% occupied with doing what he does best: helping people recover from injury and return to optimal health.
But he doesn’t take it for granted that word-of-mouth referrals will keep his booking calendar filled—there are too many doctors competing for the same pool of patients.
Way back in 2008, Dr. Karas recognized the value in taking control of his namespace and telling his story directly to his audience. He hired us to help him build a capital asset for his practice that has likely paid for itself many times over since then.
The fun part with Dr. Karas’ highly converting website came when we set up a targeted Google Adwords campaign for him, with a $5 a day budget. Consider that one procedure produced by the website can easily pay for months of Dr. Karas’ Adwords budget. On some days, Dr. Karas staff was fielding 5 to 10 leads from the website, directly sourced through the ad campaign.
We’re now on our third version of his website. That says something about his satisfaction with the results we’ve delivered for him through the years. As the competition around him has grown savvier, and maintenance and enhancement work was sometimes needed to stay current with security, responsive design standard, ADA compliance, and privacy concerns, Dr. Karas has continued to reinvest in his web presence. He sees that the money he puts in to the digital arm of his practice will return to him through qualified new leads.
Establishing Credibility, and Making it Easy to Connect
Since 2008, the content strategy, design, and site functionality have remained simple enough, yet very effective.
- Dr. Karas has an illustrative resume, so we worked his personal bio in site wide
- Targeting the procedures he specializes in, we reinforced them with stories of his accomplishments and accolades
- Persistent lead forms for general inquiries, second opinions, and appointment scheduling allow the user to self-select the contact option they prefer
No fancy bells and whistles or hard-sell marketing ploys were needed, and would only distract. Dr. Karas’ involvement with the pro sports franchises in his local market is a unique credibility factor. We knew that anyone who has suffered a sports injury, no matter their age or athletic ability would be impressed. You don’t have to add much persuasion on top of that.
The primary purpose of the site is to provide legitimacy and reassurance that Dr. Karas is among the best practitioners in his field and in his region, and that he’s open and approachable for new patients.
As a landing spot for converting qualified leads driven by his AdWords campaign, it’s proven to be just what the doctor ordered.
A Replicable Formula: Keep it Simple and Keep it Local
These days, a patient’s first impression of you may very well be online. What comes up when they do a search for “Dr. YourNameHere”?
If you’re doing it right, your own website should be near the top results.
Among the many professional mentions and publications, nothing synthesizes the story of you as well as a personalized, professional website. Here you can link all the pieces of information into an organized narrative, where people can get a true sense of your bedside manner alongside your professional reputation.
The opportunity to create a positive impact for your practice long term is straightforward. It requires a certain upfront time and money investment, but once in place, the website you build can serve you for decades.
Step by Step: Establishing a Lead-Generation Website for Your Medical Practice
Here is our simple formula that almost any doctor can use to create similar success.
- Find a web partner you trust, that can teach you what matters. Press them for answers to any of your questions.
- Work with your web partner to hone in on the key messaging concepts and overall business propositions behind your practice.
- Content should drive the design. A basic sitemap and wireframe process will establish a useful blueprint but start drafting real content early, for best results.
- Put a skin on your blueprint with the help of a professional web designer. A talented web designer can usually find your approval within a few iterations.
- Have your web partner design a software style guide and system architecture that will enable easy content management, performance, and scalability for future features.
- Pull all your best photos together and/or create some quality headshots and supplementary images to inject personality into your site
- With all preparatory work in place, authorize your web team to build and theme your site. Most doctor websites projects can be completed in the range of 2 to 4 weeks.
- Setup a targeted local ad campaign using your most relevant keywords and your best selling points as a physician.
- Iterate on content and ad messaging until you get the ROI from the campaign you seek.
- Be sure that SEO tagging is properly implemented, that your site is accessible, and that your forms have a good spam filter on them.
Remember, you’re not trying to be #1 in all of Google
You’re trying to grab local relevant traffic, bring them to your site, and close the deal. That’s a much more practical goal. Assuming you pair your website with a well-targeted ad campaign, you’ll likely only need a few procedures per quarter generated by the website to break even. A few per month can really impact your bottom line!
Here are a few more rules of thumb:
- Provide multiple ways for users to get in touch with you, via online forms and easy to find contact information.
- Good content works, give it the time and attention it deserves.
- Address usability issues found in Google Analytics or discovered by real users. It’s always good to ask clients, friends, and colleagues to review the site and provide feedback.
- Know your key metrics to be able to measure ROI for your ad campaign.
- It’s a long-term process to get page rank on competitive search terms in Google, but you can definitely own your name and practice name, which has a lot of value for a physician.