In 2019, St. Paul Radiology hired us to create a sustainable long-term growth marketing strategy surrounding its merger with Suburban Imaging, another highly respected regional radiology practice. That merger created Midwest Radiology, which is now one of the largest independent radiology and imaging services providers in the nation, employing nearly 200 subspecialized radiologists. Our efforts revolved around three core strategies: Digital Optimization, Lead Generation, and Reputation Management.

Search Optimization

After redesigning a new website and phasing out its two legacy sites, Midwest Radiology website traffic grew nearly 3X from its pre-merger levels. And thanks to a robust content strategy and careful optimization efforts, they rank in the Top 10 for 127 of 128 tracked keywords and are included in Google’s featured snippets and AI overviews.

In radiology, trust and access are decided in seconds by patients searching “MRI near me,” by referring clinicians scanning for subspecialty expertise, and by candidates sizing up a future employer. Tripling traffic means more people finding the right exam faster, more referring providers landing on the information they need, and a unified brand rising above the noise.

Sales and Revenue Growth

We helped Midwest’s average monthly appointments increased by 6.8X from 142 to 962 through coordinated SEO, social, and paid search campaigns, without an increase in ad spend. The result is that Midwest Radiology boosted its monthly revenues significantly, resulting in 310% ROI.

We helped prove that when the right message meets the right intent at the right moment, your advertising budget works harder. The ROI story in this case is operational: better throughput, consistent revenue, and breathing room to invest in people and technology instead of feeding ad platforms.

Social Media Performance

Through organic social, we helped Midwest Radiology accumulate over 1 million impressions and 23,000 engagements, and after rethinking its content and launching an aggressive video strategy in late 2024, lifted its average engagement rate by 3X to 8.7% on key platforms like LinkedIn for industry professionals and referral sources, and on Facebook for patients.

For a specialty provider, social is reputation in motion. It’s how the community learns, how referrers notice, how future hires gauge culture. Crossing a million impressions is awareness; tripling engagement is belonging. Video brought real stories into feeds: what to expect, why subspecialty reads matter, how patient prep reduces anxiety. That kind of interaction warms referrals, reduces call volume, and makes recruitment conversations easier before HR ever emails a candidate.

Reputation Management

Radiology billing can be complicated and difficult to understand. As a result, Midwest Radiology was receiving an unusually high number of negative online reviews that were eroding its reputation. By creating and promoting educational content, strategically changing when and where we asked for reviews, and building processes for addressing reviews fast, reviews increased by 463%, and ratings increased from an average of 2.4 stars to 4 stars on Google.

Turning a 2.4 into a 4-star average restores trust before a visit ever happens. It reduces cancellations and protects referral relationships that can wobble when unhappy comments pile up. Finding the great experience isn’t always easy, but it allows the everyday reality of quality care outvote a handful of frustrating moments. And faster responses fix the friction that caused them.

Better Experiences Lead to Better Outcomes

This is what a digital strategy should do for a healthcare brand after a merger: make the new name easy to find, make the path to care shorter, make the culture visible, and make the experience feel fair. The metrics are just trail markers. The destination is simpler patient journeys, steadier schedules, and a reputation strong enough to recruit the next generation of radiologists.