Digital Marketing Case Study: Halifax Internal Medicine

Digital Marketing Case Study: Halifax Internal Medicine

Client Overview: Halifax Internal Medicine

Halifax Internal Medicine is a reputable medical practice based in Halifax, specializing in providing comprehensive internal medicine services. Despite their expertise and excellent patient care, they faced challenges in establishing a strong online presence and attracting new patients through digital channels.


  1. Outdated Website: Halifax Internal Medicine’s previous website was outdated, not mobile-friendly, and lacked essential information.
  2. Poor Search Engine Visibility: The practice was not ranking well on search engines, making it difficult for potential patients to find them online.
  3. Lack of Social Media Presence: They had minimal presence on social media platforms, limiting their engagement with the community.
  4. Ineffective Online Advertising: Previous online ad campaigns were not yielding significant ROI.
  5. Absence of Professional Photography: The website and marketing materials lacked professional images, which affected the overall appeal and credibility.

Solutions Provided by Small Town Design Co.

  1. Complete 10-Page Website Build

    • Design and Development: We designed and developed a modern, responsive website tailored to Halifax Internal Medicine’s needs. The new site is user-friendly, mobile-optimized, and easy to navigate.
    • Content Creation: Comprehensive content was created to inform potential patients about the services offered, medical team, patient resources, and contact information.
  2. Hosting

    • Reliable and Secure Hosting: We provided reliable hosting services to ensure the website is always accessible and secure, offering regular backups and updates to prevent any downtime or security breaches.
  3. Search Engine Optimization (SEO)

    • Keyword Research: Conducted thorough keyword research to identify terms potential patients use to search for internal medicine services in Halifax.
    • On-Page SEO: Optimized website content, meta tags, and headers to improve search engine rankings.
    • Local SEO: Focused on local SEO strategies to enhance visibility in local search results, including setting up and optimizing their Google My Business profile.
  4. Social Media Management

    • Platform Setup and Optimization: Established and optimized profiles on major social media platforms like Facebook, Instagram, and LinkedIn.
    • Content Strategy: Developed a content calendar and strategy to post regularly, engage with the community, and provide valuable health tips and updates.
    • Engagement and Monitoring: Actively engaged with followers, responded to comments and messages, and monitored social media performance to refine the strategy.
  5. Online Ads

    • Targeted Ad Campaigns: Created and managed targeted Google Ads and social media ad campaigns to attract new patients.
    • Performance Tracking: Monitored ad performance and adjusted strategies to maximize ROI, focusing on converting clicks into appointments.
  6. Commercial Photography

    • Professional Photography: Conducted a professional photoshoot to capture high-quality images of the medical team, facility, and services.
    • Visual Content: Utilized these images across the website, social media, and marketing materials to enhance visual appeal and build trust with potential patients.


  1. Increased Web Traffic: The new website and effective SEO strategies led to a significant increase in organic traffic, with a 60% rise in monthly visitors.
  2. Higher Search Engine Rankings: Halifax Internal Medicine’s website moved to the first page of Google search results for several relevant keywords.
  3. Enhanced Online Engagement: Social media management resulted in a 40% increase in social media followers and higher engagement rates.
  4. Improved Patient Conversion Rate: Targeted online ads and a user-friendly website improved the conversion rate, leading to a 35% increase in new patient appointments.
  5. Professional Brand Image: The use of high-quality photography and cohesive branding across digital platforms enhanced the practice’s professional image and credibility.


By partnering with Small Town Design Co., Halifax Internal Medicine successfully transformed their digital presence, attracting more patients and enhancing their reputation in the community. This case study demonstrates the impact of a comprehensive digital marketing strategy on a local medical practice, showcasing our ability to deliver results through website development, SEO, social media management, online ads, and professional photography.

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