DRIVING GROWTH & ENGAGEMENT
FOR FLORIDA SPINE ASSOCIATES
O&G transformed our online presence from functional to phenomenal. Their digital strategy didn’t just bring in new patients — it built long-term trust.
Dr. Robert Norton
Florida Spine Associates
OVERVIEW
O&G was tasked with managing and elevating the digital presence of Florida Spine Associates (FSA), a premier spine and pain management practice in South Florida. The objective was clear: grow followers and visibility, boost engagement, drive patient acquisition, and position the practice as the leading spine provider in the tri-county area.
O&G executed a phased digital strategy across social, web, and paid campaigns starting in 2021. The approach began with core foundational efforts to establish trust and early wins, then expanded as the practice grew. This evolving, data-driven strategy built a scalable digital foundation that consistently delivered measurable growth in awareness, engagement, and patient acquisition, ultimately positioning FSA as the spine practice in the region.
Approach
2021 – 2023
- Redesigned and relaunched the website, focusing on user experience, site indexing and new content via a new blog
- Performed a full paid ads audit, streamlining Google Add campaigns
- Launched a comprehensive reputation management campaign to monitor and solicit reviews
- Overhauled social media profiles, developing a new look and feel, and focusing on increasing awareness and followers
2023 – 2025
- Web Strategies
- Performed massive SEO overhaul for website
- Streamlined form and call acquisition while maintaining HIPPA standards
- Social Strategies
- Organized quarterly on-site video/photo shoots to personalize the doctors and social incorporate social trends
- Collaborated closely with physicians to make complex concepts more approachable for patients through Reels and carousel content
- Paid Strategies
- Deployed strategic SEM campaigns to increase overall patient acquisition
- Developed in-season custom paid landing pages to drive efficiency and generate appointments with key audiences
- Launched phased ad test to determine efficiency of bidding strategies, campaign types, and creative
O&G Impact
- O&G’s strategies resulted in 14% year-over-year patient growth across both new and returning patients, with 2025 monthly performance consistently outpacing both 2023 and 2024.
- Elevated FSA’s social presence through engaging content, resulting in a 932% increase in reach and a 20% increase in followers on Instagram from 2023 to 2025
- Increased website traffic resulting in a 140% increase during high season
- Top of Page Rate and Absolute Top Rate for paid campaigns were highly competitive with higher-spending domains
- Restructured paid campaigns achieved a 6.8x increase in conversions from 2023 to 2025 and reduced cost-per-acquisition (CPA) by 76%
- Established a digital content pipeline that positioned FSA’s doctors for success in an AI-dominated search environment
