National Association for Surgeons

Effective digital marketing research doesn’t just guide strategy—it can also illuminate when it’s time to pivot.

A national association for surgeons sought to achieve top-of-page visibility on Google for searches related to surgical procedures within their specialized field. Their goal was to ensure that other surgeons seeking trusted resources could easily find their content. To start, they invested in a comprehensive digital marketing audit.

The audit uncovered valuable insights. It revealed the most searched procedures, which allowed for the creation of a well-organized draft outline. Unlike competing websites, which often presented these procedures in a disorganized way, the association's new structure offered clarity and authority.

However, the audit also exposed a critical challenge: search behavior blurred the line between professional and general public interest. The search results were dominated by high-ranking websites like WebMD and leading clinics, whose content was broad, accessible, and geared toward patients, friends, and families. Despite their niche focus, it became clear that even a substantial investment in time and resources would struggle to compete with the widespread appeal of general public-oriented content.

Armed with these findings, the association made the strategic decision to pivot. Rather than vying for visibility in an oversaturated space, they chose to pursue a different approach that better aligned with their strengths and target audience.

This example underscores the power of digital marketing research—not just to shape a path forward but to identify when it's time to chart a new course.

Empower Your Marketing Strategy With Data

Contact us to learn how a tailored digital strategy can transform your association’s impact.