Virginia Urology

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6Comprehensive Digital Strategy

About Virginia Urology

Virginia Urology has a long history of providing quality care to the Greater Richmond metro area for over 70 years. The practice is comprised of nearly 40 physicians that include urologists as well as physicians specializing in the urologic aspect of anesthesiology, pathology, radiation oncology, and radiology. Virginia Urology has 8 locations throughout the Virginia and 2 licensed and accredited ambulatory surgery centers.

Marketing Challenges & Goals

Virginia Urology focused the majority of their marketing efforts on traditional media- billboards, print and community involvement. This strategy served them well throughout the years and helped cement them as the leaders in urology care in Virginia. In order to maintain that leadership position they knew it was time to redirect some of their traditional marketing resources to online marketing. The marketing objective was clear; find a digital agency of record to help with everything from website design and SEO to online public relations.

The Strategy

We began by plotting out all the different marketing mediums (radio, direct mailing etc.) Virginia Urology employs, with the objective of creating synergy between each. Then we conducted a competitor SEO analysis to learn how much new content they would need to dominate the search results for their procedures. Once the strategy was clearly outlined it was a matter of execution. We designed and developed a fully responsive website as the core of their marketing. We wrote educational content that was published upon the launch of their new site, and developed an ongoing content strategy consisting of blogging, video content and social media posts. Virginia Urology is a good example of a client that takes full advantage of all our digital marketing services.