Case Study

Rothman Institute

is internationally recognized for excellence in orthopaedic science and technology. Find out how, in less than 2 years, search visibility for Rothman Institute has improved by over 105%.

At Farotech, we believe that each company has a story to tell. Stories aren’t static; they’re filled with characters, plot, action, conflict, resolution and happy endings. With that in mind, our Farotech case studies are designed to relay relevant, remarkable and thought-provoking data about our clients, without sounding like scientific experiments. Not that there’s anything wrong with strict analytic data; it’s just that we know, and you know, no one wants to read a “Boringus Companius” case study.

We are storytellers, and you are our captive audience. We want you to see what we do, how we do it, and why we should be your choice for all your digital marketing needs. Consider this an open invitation to learn more about us, and by all means, reach out to us at anytime. We’d love to start a conversation.

Aligning a Marketing Mission to Meet Target Audience Needs

“Authenticity is the alignment of head, mouth, heart, and feet – thinking, saying, feeling, and doing the same thing – consistently. This builds trust, and followers love leaders they can trust.”

— Lance Secretan

Our Story:

The Philadelphia Eagles, Philadelphia Phillies, Philadelphia Flyers, Philadelphia 76ers, Villanova University, St Joseph’s University and over 40 local high schools and colleges – all clients of Rothman Institute. What marketing company wouldn’t be thrilled to take on the privilege of escalating viewership for this world renowned leader in orthopaedic science and technology?

When Farotech began working with Rothman Institute, they already had 23 established locations with several new locations recently (or soon to be) opened. Rothman’s great advantage was, and still is, an infinite tappable target audience. The trick, however, was how to more fully access this soluable market and supercharge Rothman’s world class reputation, resources and digital rankings.

The Plot Thickens:

Before putting a plan of action together, we knew we had to fully understand and immerse ourselves within Rothman’s target audience. To do this, we took an approach similar to our orthopaedic client. We had to give Rothman’s audience a full examination. Our Farotech team worked together to conduct in-depth market research to uncover the specific buyer personas (think of a gigantic x-ray), and what type of communication customers seeking orthopaedic services would respond to best.

Strategy Building:

With our homework complete, we were able to identify where and how Rothman Institute needed realignment. To increase visibility and engage Rothman’s existing and potential viewership, we prioritized the following initiatives:

  • Draw in new viewership by boosting Google rankings through local and geo-modified keywords for each of the specific 23 locations
  • Launch a scalable SEO campaign to expand local visibility and lead generation
  • Create oodles of informative, but easily digestible content to the orthopaedic-services consumer (multi-year blogs)
  • Creatively repurpose social media content (and all digital content ever created)

Turning Point

After implementing our initial strategy, we continuously fine-tuned our processes to ensure that Rothman’s target audience was engaged and responsive, and most importantly, that these efforts were monitored and measurable.



With a measurable increase in visibility through website revision, content realignment, creatively-targeted social media and new SEO strategy, we realized there was even more we could do to reel in Rothman’s viewers, so we devised:

Happy Endings (New Beginnings)

Observing the success of our digital marketing strategy for Rothman, which has continued to skyrocket, has been exciting, inspiring and challenged us as a company to achieve higher goals in pooling together more viewership – it’s like watching one of Rothman’s sports teams rock a shutout (Eagles, Sixers, Phillies, Flyers, etc.) – you’re on the edge of your seat ready to jump!

Since establishing our first digital marketing strategy for Rothman Institute, Farotech has been able to:

  • Increase visibility for each of their 23-plus practices (including Google places, Yellowbooks, Yelp, etc.)
  • Generate a significant increase in web traffic, producing more leads for their sales team
  • Optimized the user engagement experience, resulting in greater conversion – including a 240% increase in SEO campaign stats!
  • Outranking of similar sized providers in the national orthopaedic market segment
  • 691% rise in content (blog) views in 2 years!

Want to see real-time examples of how we continue to help Rothman keep their digital marketing nimble and aligned? Take a look at their website and Twitter page for starters.



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