Healthcare & Wellness Case Study
OSSM Idaho — From Underperforming to Regional Healthcare Dominance
A medical practice with underperforming online presence became the dominant healthcare brand in their region through a custom website rebuild, aggressive SEO strategy, and ultra-efficient Google Ads management.
The Challenge
An Underperforming Online Presence in a Competitive Market
OSSM Idaho is a multi-specialty orthopedic and sports medicine practice in Idaho. When Findable signed them in March 2021, their digital marketing was underperforming — high cost-per-acquisition on Google Ads ($176 per conversion), minimal organic search visibility, and a website that wasn't converting the traffic they did have.
In healthcare, patients research before they book. If you're not showing up for the searches your potential patients are making, you're invisible — and they're booking with your competitor down the street.
OSSM needed a partner who understood both the marketing and the medicine. Healthcare marketing has unique constraints: HIPAA compliance, E-E-A-T requirements for YMYL content, and patients who need trust before they'll pick up the phone.
The Strategy
Custom Website + Aggressive SEO + Efficient Google Ads
Custom website rebuild (launched late 2023) — fast-loading, mobile-first, conversion-optimized with MedicalOrganization schema, patient-friendly navigation, and clear CTAs for each specialty.
Content strategy targeting patient questions — blog posts on topics like cupping therapy benefits and wrist tendonitis treatment, which now drive 53% of all organic traffic.
Google Ads restructured with specialty-segmented campaigns, negative keyword mining, and bid optimization — driving CPA from $176 down to $5.07 on the same monthly budget.
Local SEO with GBP optimization, service area content, and specialty-specific landing pages to dominate the local pack.
Continuous optimization over 5+ years — this isn't a quick win, it's compounding growth from consistent, disciplined management.
The Results
Results by Channel
Google Ads
SEO & Content
Custom Website
The Journey
Timeline
March 2021
Findable Signs OSSM
Starting CPA: $176 per conversion. Minimal organic presence. Underperforming website.
2021–2023
Foundation Building
Google Ads optimization drives CPA from $176 to $13. Organic keyword portfolio grows from minimal to ~500 keywords.
Late 2023
New Website Launches
Custom-coded website goes live. This is the inflection point — organic traffic goes vertical.
2024
Compounding Growth
Keywords: 500 → 2,100+. Blog content strategy kicks in. Two posts become organic traffic engines.
2025–2026
Regional Dominance
8× organic traffic. $5 CPA. 345 conversions/month. OSSM is the dominant healthcare brand online in their market.
Key Takeaways
What This Proves
A custom website is the accelerant. OSSM's organic traffic was flat for years — the new website was the catalyst that made everything compound.
Content strategy works when it targets real patient questions. Two blog posts (cupping therapy, wrist tendonitis) drive over half of all organic traffic.
Google Ads efficiency improves with time. Same budget, better results every year. CPA went from $176 to $5 over 5 years of continuous optimization.
The system compounds. SEO + Google Ads + custom website working together produce results that no single channel can match alone.
The System Behind the Results
The Local Business Accelerator
Custom website + ads + Growth Hub + AI. The same system that produced these results. $2,995/mo. No contracts.
See the Accelerator →More Results
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