6-Month Integrated Marketing for Orthopedics: Blog + Video + Ads Synergy

Project Overview

Results are specific to this clinic's circumstances. Individual outcomes may vary.

Background

An established orthopedic clinic with stable existing patients but stagnant new patient acquisition. Two key challenges: intense local competition (5+ orthopedic clinics in the same area) and diverse target demographics (20–30s sports injury patients AND 50–60s joint disease patients).

Strategy: Audience-Segmented Channels

20–30s Sports Injury Target

• Primary channels: Instagram Reels + YouTube Shorts
• Content: Injury prevention, rehabilitation guides, doctor Q&A
• Tone: Active, educational

50–60s Joint Disease Target

• Primary channels: Naver Blog + Naver Place
• Content: Joint disease information, non-surgical treatments, procedure explanations
• Tone: Trustworthy, detailed

Shared Channels

• Naver search ads (120 keywords) + GDN retargeting

Execution

Over 6 months: 72 blog posts (3x/week), 24 videos (4/month), 120 search ad keywords, Naver Place optimization with 40 photos.

Results (After 6 Months)

The audience segmentation worked as designed — blog-sourced patients were primarily 50–60s with joint conditions, while video-sourced patients were primarily 20–30s with sports injuries.

Key Takeaways

1. Channel segmentation is essential when targets differ — Same clinic, different information-seeking behaviors
2. Blog + Video + Ads create synergy — Search capture, awareness, and immediate traffic complement each other
3. Integrated marketing needs 6 months — Minimum 3 months for initial traction, 6 months for stable results

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Results are specific to this engagement. Outcomes vary by institution.