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CLIENT: DISC Sports and Spine
Center Case Study

VERTICAL: Medical and Wellness

As a recognized leader in sports medicine, spine surgery, orthopedic care, and pain management across Southern California, DISC Sports and Spine Center sought to expand its digital footprint and reach a wider audience.

THE CHALLENGE

Known for its personalized, cutting-edge medical care, DISC aimed to increase brand visibility and attract new patients for two key categories: spine surgeries and orthopedic procedures.

GOALS

  • Generate targeted audience awareness

  • Optimize ROI

  • Track online and offline converions

OUR SOLUTION

First, Xtropy recommended and built a full-funnel campaign that utilizes Google’s Display Network and Demand Gen (formerly known as Discovery), and TrueView video ads for upper- and mid-funnel awareness. Xtropy further amplified the campaign’s effectiveness by segmenting strategies based on geographic locations and facilities, enabling DISC to maintain a strong digital presence and optimize impression share in key markets. Last, Xtropy implemented offline conversion import (OCI) to provide conversion feedback to Google Ads based on patients’ changes in the sales funnel.

THE RESULTS

  • In the second month, lead volume surged by 253%, while cost per lead dropped by 61%. Notably, opportunities increased by 333%, signaling a substantial uptick in high-value patient prospects.
  • Over the course of the first year, lead volume surged by 2,233%, from just 15 leads in the first month to 350 leads by year’s end. The campaign generated 6.7 million impressions, over 2,000 tracked leads, and 233 new patients within the first 12 months.

3x increase in clicks

57x increase in lead volume

Cost per lead dropped 93%

  • To show the dramatic difference running a full-funnel campaign can make, here are the biggest changes in metrics from the first month of management to the last month:
    • 2x increase in impressions
    • 3x increase in clicks
    • 57x increase in lead volume
    • 93% reduction in cost per lead
    • 36x increase in opportunities
    • 89% reduction in cost per opportunity
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