Case Study – Lead Generation for Plastic Surgery

WMHS Plastic Surgery


BlaineTurner Advertising (BTA) worked with Western Maryland Health System (WMHS) in Cumberland, Md., to create a web presence for a new specialty, WMHS Plastic Surgery. A seasoned competitor dominated local Google™ results and owned the majority of market share in the area.


BTA’s strategy was to provide useful content that was meaningful and engaging to the physicians’ specific target personas, which would increase the number of consultation requests.

The agency developed a custom, responsive WordPress site geared towards generating and converting leads. Videos, online guides and blogs answered frequently asked questions from search console data. Traditional print ads, radio, billboard, television commercials and Google™ AdWords pushed traffic to the site.


In six months the campaign generated the following results:

  • 16,114 unique visits
  • 73% of all traffic from organic searches
  • 636 client-established conversions
  • Six-week wait for appointments


of leads came from organic search visits.


Client-Established Converions

BTA continues to measure the impact of the website to improve and optimize future strategies for WMHS Plastic Surgery.

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