Neurological Institute of New Jersey

Challenge: NINJ came to us with an outdated website and few tools to develop new patient leads. The neurosurgery category is notoriously difficult for the average patient to understand and often there is little time to research all the possibilities when neurosurgery is needed. NINJ needed to quickly demonstrate that the practice consisted of the most experienced and successful doctors, nurses and support staff, in a language the patients understood.

Solution: We developed focused branding with an SEO strategy to clearly identify the terminology that prospective patients were searching. We generated rich content, including direct marketing that supported NINJ’s research strengths and crafted content in a friendly voice, which helped captured inbound leads. We developed outbound support through direct mail campaigns to patients and the trade to cultivate relationships.

Result: In the first three months alone, the practice generated more new inbound marketing leads from the website than during the previous three years combined. The website has become the center of a content strategy to demonstrate the practice's strengths in cutting-edge research and procedures. Outbound marketing campaigns delivered new partnerships with referral sources and helped to build the practice’s network.