The Spine Center

The Spine Center in Lansing, MI, provides both invasive and non-invasive pain management treatments for the neck, spine and extremities. Through this project, Ingenex created a full digital marketing strategy, including web site design, web development, social media marketing, search engine optimization, Google Analytics, pay-per-click advertising, digital public relations, content marketing, and Blogger Outreach.

Ingenex completed a re-design of the entire web site. Through web development and implementing a full content management system, The Spine Center has full control to easily update their entire web site, including the ability for patients to pay bills directly through their own site. Furthermore, Ingenex optimized URL paths and proper navigation structures for search engines and end users. Search engine optimization included complete keyword research and meta data implementation, as well as optimized text content with keyword optimized anchor text and an internal linking strategy. Blogger Outreach assists The Spine Center in finding and maintaining relationships with influential bloggers in the industry.

Through content marketing, optimized content is regularly updated to the website. Story mining and writing & releasing of digitally optimized press releases are ongoing as well. Ingenex designed and implemented a complete overhaul of The Spine Center’s social media channels/outlets. Google Analytics were implemented for the web site in order to monitor & measure goals and analyze data. Ingenex compiled and analyzed comprehensive analytical reports and search ranking reports. Additionally, Google advertising campaigns were established, entailing comprehensive keyword research, properly optimized campaign & ad group structure and continual ongoing optimization of bid prices & ad copy.

By creating a digital marketing strategy for The Spine Center, Ingenex was able to design a beautiful new web site with premier physician profiles. Furthermore, The Spine Center now ranks on page 1 Google results for more than ten key industry search phrases, while converting an average of 2% of paid search traffic into leads.