A dream project
We’ve known Dr. Joseph Ojile at Clayton Sleep Institute for years, so when we saw their ask for help with a revamped marketing strategy, we knew we would collaborate well together. The institute focuses on sleep disorders, conducting in-clinic and at-home sleep tests. Their leader, Dr. Joseph, is a nationally and internationally known sleep disorder expert and is highly regarded in classrooms, conferences and the Board of Directors of the National Sleep Foundation. With locations in St. Louis and Farmington, we knew there was an opportunity to position both the brand and their leader as sleep study experts. We feel so good knowing that our help extends to a better night’s sleep to many patients in St. Louis and beyond to areas in Missouri and the entire globe.
Waking up the strategy
With an original ask to create Meta ads to boost visibility for their clinical research studies and trials, we knew we had more to offer. After our discovery call, Hapacity recommended going beyond ads, seizing the opportunity to build Dr. Ojile’s personal brand and the institute’s visibility together. In collaboration, we set out to create:
- Meta ads for clinical research studies and trials
- Bi-monthly video shoots with Dr. Joseph Ojile
- Social media video editing in vertical and horizontal formats
- Social media management across four platforms
- Facebook and LinkedIn boosted posts for more visibility
- A robust personal LinkedIn presence for Dr. Ojile
- SEO support for blogging, YouTube uploads, and backlink acquisition
- Website updates and technical SEO optimizations
- Refreshed team headshots
How SEO changed the game
When we dug in, we noticed the institute’s website traffic had plateaued. With our expertise in SEO, we recommended and conducted a full SEO audit. In our search, we found technical issues (404 errors, slow site speed, image sizing problems). In order to get it back to prime performance, we implemented:
- New keyword strategy based on fresh research
- Optimization of on-site content, metadata, and images
- Fixes to technical errors to improve performance
Since then, their website has vastly improved, and their investment in this important piece of digital marketing real estate is helping their brand again. In our ongoing work, we always continue to proactively look for ways to build backlinks and maintain SEO growth.
The plan for a good night’s sleep
Once the SEO pain points were addressed, it was time to get the full span of our work in motion. With Clayton Sleep Institute’s patients coming from doctor referrals only, we knew our strategy needed to reflect that in our audience messaging. The content needed to engage both doctors – who do all the referring, and patients – who do the asking. Patients can specifically request Clayton Sleep Institute when speaking with their doctor, so we strategically needed to speak to both of these key audiences. Our work came to life in a rhythm with:
- Bi-monthly short video filming onsite with Dr. Ojile. Hapacity comes prepared with research on trending sleep-related topics and keywords ahead of time to guide the conversation.
- Edited, snackable videos in social-ready formats for their varying platforms. Videos are created vertically for Instagram and Facebook and horizontally for YouTube and LinkedIn.
- Polished completed posts published across all company social channels as well as Dr. Ojile’s personal LinkedIn, which gets strong engagement from doctors and colleagues.
- Strategically written blog posts for their website to help maintain SEO momentum and keep them visible on Google.
- Uploaded videos to YouTube to boost their SEO footprint.
The results
A sound strategy
This partnership is one of our favorites because Clayton Sleep Institute believes in marketing, trusts the process, and makes collaboration fun. There’s still a lot more potential we can tap into as they keep growing and that is the beauty of our ongoing work – it can only build! To the institute, we are:
- A marketing partner who actually understands healthcare audiences and HIPAA
- Not just running ads, but building a real personal brand for their leader, Dr. Ojile
- Helping them stay relevant across Google, YouTube, and social media
- Flexible to support ad hoc needs without losing sight of the big picture
