Case Study — Rehabilitation Medicine, New York
Promoting Stracar Medical Services in New York
A medical center in the Bronx with an outdated website and advertising that wasn't segmented by injury type or insurance case. Over three years we built a system that brought the clinic 900 qualified inquiries and 360 new patients.
Qualified inquiries
Over 3 years
New patients
Who started treatment
Cost per acquired patient
CAC
About the Clinic
Stracar Medical Services
A medical center in the Bronx specializing in physical medicine and rehabilitation for patients recovering from car accidents, workplace, household, and sports injuries. The clinic works with No-Fault Insurance, Workers' Compensation, and most health insurance plans. Core services include physical therapy, pain management, PM&R, EMG diagnostics, injection therapy, and injury recovery. Appointments are available in Spanish, and patients have access to transportation to the clinic.
Starting Point
Scattered advertising with no patient qualification
An outdated website that barely converted traffic into inquiries
No stable source of new patients
Ad campaigns weren't segmented by injury type or insurance case
No proper tracking of calls, forms, or messages
The clinic was competing with large chain centers and local medical groups in New York
The main problem wasn't simply generating calls. Patients needed to be brought in from the right geography, with the right insurance case, and a genuine need for treatment.
What We Did
Four workstreams, one system
Built a new website
Built a fast, conversion-focused website on WordPress and split services by key inquiry scenarios: rehabilitation after car accidents, No-Fault Insurance treatment, workplace injuries and Workers' Compensation, personal injury and slip-and-fall, physical therapy and sports rehabilitation, PM&R, pain management, EMG and injection procedures. Added mobile forms, click-to-call phone numbers, SMS and WhatsApp.
Launched Google Search and Google Maps
Directed the core budget toward search queries with high intent to contact the clinic: car accident doctor Bronx, no fault doctor near me, workers comp doctor Bronx, physical therapy after car accident, pain management Bronx, injury rehabilitation near me. Campaigns were split by treatment area, geography, and insurance case type.
Tested additional channels
Microsoft Ads (Bing) — additional search traffic. Meta Ads — awareness and repeat touchpoints. Waze — local tests for patients near the clinic. Google Maps — promotion for location-based queries and navigation.
Set up analytics
Tracked separately: qualified phone calls, website form submissions, SMS and WhatsApp inquiries, initial consultation bookings, and patients who actually showed up and started treatment. This made it possible to optimize advertising around new patients rather than a raw conversion count.
Investment
Three-Year Budget
| Channel | Average monthly budget | Over 3 years |
|---|---|---|
| Google Search and Google Maps | $3 100 | $111 600 |
| Microsoft Ads — Bing | $350 | $12 600 |
| Meta Ads | $400 | $14 400 |
| Waze and local tests | $150 | $5 400 |
| Total ad budget | $4 000 | $144 000 |
New website development — a one-time $5,400.
Results Over 3 Years
Inquiries, bookings, and new patients
| Metric | Result |
|---|---|
| Qualified inquiries | 900 |
| Phone calls | 680 |
| Forms, SMS, and WhatsApp | 220 |
| Average cost per inquiry — CPL | $160 |
| Initial consultation bookings | 500 |
| Cost per confirmed booking | $288 |
| New patients who started treatment | 360 |
| Cost per acquired patient — CAC | $400 |
Around 78% of qualified inquiries came from Google Search, Google Maps, and Microsoft Ads. Meta and Waze were used primarily for local awareness and additional touchpoints.
Summary
A managed system instead of scattered activities
We turned scattered advertising activity into a managed patient acquisition system: a new website, separate campaigns for No-Fault and Workers' Compensation, local search advertising, and analytics through to the actual visit.
All figures are published with the client's consent. Commercially sensitive data has been aggregated and rounded to comply with NDA terms. The case study does not disclose any patients' personal, medical, or insurance information.
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