CASE STUDY
Scaling a Multi-Specialty Healthcare Brand for Market Dominance: Unio Specialty Care Case Study
Unio Specialty Care, a private equity-backed healthcare organization specializing in Urology, Radiation Oncology, and Gastroenterology, sought to establish a cohesive brand identity across a growing number of acquired locations. Starting with a modest number of practices, Unio has expanded rapidly through acquisitions to its current footprint of 49 locations and 184 providers, serving 450,000 annual visits.
Vistamar Consulting partnered with Unio from the very beginning to create a unified brand identity, scalable website platform, and SEO strategy that would grow alongside the organization. As each new brand was rolled into the Unio platform, they experienced a swift rise in website traffic, search rankings, and patient acquisition, solidifying Unio’s position as a leading provider in each of its markets.
CHALLENGES
Brand Development for a Rapidly Growing Multi-Specialty Organization:
Unio Specialty Care needed a unified brand capable of encompassing its three specialties (Urology, Radiation Oncology, and Gastroenterology) and integrating newly acquired practices. Each new acquisition brought its own legacy, and Unio required a brand that could effectively convey expertise, consistency, and trust across all locations.Ensuring Local Market Dominance in Search Rankings:
With a goal of high visibility across multiple locations and providers, Unio needed to rank at the top of local search results in each market. Given the scale and diversity of services, it was essential to dominate search rankings for both specialty and location-based searches, allowing patients to easily find providers nearby.Improving Provider and Location Ratings Across a Growing Network:
As Unio grew, so did the challenge of managing and enhancing ratings for individual providers and locations. Positive ratings were critical for building patient trust, particularly as the organization scaled to serve 450,000 annual visits across a diverse range of practices and specialties.
SOLUTION
Vistamar Consulting implemented a comprehensive strategy to build a cohesive brand, ensure scalability, and achieve local market dominance through SEO and reputation management.
Brand Creation and Identity Development
- Developed the name “Unio Specialty Care”, symbolizing unity across specialties and highlighting the organization’s collaborative, patient-centered approach to healthcare.
- Created a professional, recognizable brand identity that seamlessly connected Urology, Radiation Oncology, and Gastroenterology services across all locations.
- Established brand guidelines to ensure all communications, from digital to print, maintained a consistent tone and visual identity, building recognition and trust in every market.
Website Development Using Vistamar’s Scalable Platform
- Built a flexible, database-driven platform capable of integrating multiple acquisitions while providing a streamlined, intuitive experience for patients.
- Each new acquisition was quickly rolled into this unified framework, allowing Unio to efficiently expand its digital footprint. This process led to a swift increase in traffic and patient engagement for each new location.
- Developed an easy-to-navigate site structure that enabled patients to find specific providers and specialties in their area, enhancing the online experience and supporting growth in patient acquisition across all markets.
SEO Optimization and Local Market Dominance Strategy
- Implemented a focused SEO strategy, targeting location-specific and specialty-specific keywords for each market. This approach ensured that Unio’s providers and locations dominated local search results.
- With each new acquisition, dedicated location and provider pages were optimized, leading to a rapid climb in local search rankings. Most Unio locations now consistently appear in the top three positions in Google’s local search results, giving the brand a substantial competitive advantage in each market.
- Enhanced visibility through structured data markup, increasing the likelihood of appearing in Google’s local pack, which helped drive organic traffic and brand recognition.
Provider and Location Ratings Management
- Collaborated with Unio’s marketing team to select and onboard a reputation management platform.
- Integrated a ratings dashboard within the website platform, allowing Unio’s team to track improvements and address feedback, which contributed to a 20% improvement in overall ratings.
- Enhanced provider and location profiles with positive reviews, building credibility and fostering trust among new and returning patients across all 49 locations.
RESULTS
1) Dominance in Local SEO Rankings:
- Top-Three Ranking Success: The majority of Unio’s locations consistently appear in the top three positions in local search results, ensuring market dominance in each area served.
- Rapid Rise in Traffic for New Acquisitions: Each newly acquired location saw a rapid increase in website traffic and local visibility after being rolled into Unio’s unified platform, supporting accelerated patient acquisition and growth.
2) Enhanced Brand Recognition and Trust Across Specialties:
- A cohesive brand identity and scalable platform enabled Unio to expand seamlessly, maintaining consistent messaging and visual appeal that resonated with patients in every specialty.
- As the brand grew, Unio Specialty Care established itself as a leader in Urology, Radiation Oncology, and Gastroenterology, strengthening patient trust and loyalty across each specialty.
3) Increased Provider and Location Ratings:
- 20% Improvement in Provider Ratings: Enhanced reputation management using the recommended ratings management platform led to a significant increase in ratings, helping each provider build trust with patients and attract new business.
- Positive Location-Specific Reviews: Location ratings consistently improved, helping each practice foster a positive reputation in its community, which has contributed to increased patient satisfaction and retention.
