Case Study: New Jersey Brain & Spine
Patient Reach Through Digital Strategy

At a glance

Client

New Jersey Brain & Spine

Industry

Healthcare (neurosurgery)

My role

Manager, Digital Marketing & Analytics · Sage Growth Partners

Timeline

May 2025 – Q2 2026

Services

Paid media, SEO, Web, Analytics

Headline results

• 59 new patient cases and nearly 200% more form submissions in five months
• Site engagement up more than 30%
• Appearances in AI search results up from 13 to 2,250 a quarter

About New Jersey Brain and Spine

New Jersey Brain and Spine (NJBS) is one of the Northeast’s leading neurosurgical practices, with multiple offices across New Jersey and New York. Their team of fellowship-trained neurosurgeons and specialists provide advanced care in spine, brain, and cerebrovascular conditions.

Summary

In May 2025, I joined the team at Sage Growth Partners, where I managed New Jersey Brain & Spine’s digital marketing and led a full-scale transformation across SEO and paid search. The objective was clear: increase qualified patient leads and strengthen the practice’s online visibility across multiple locations in New Jersey and New York.

When I began, NJBS had a fragmented digital presence, a limited schema structure, uneven content depth, and a Google Ads account focused more on volume than intent. My role was to rebuild that foundation into a cohesive, high-performing growth system.

Approach

Precision Paid Search

I completely restructured NJBS’s Google Ads strategy to target condition-specific and hyper-local searches, prioritizing neurosurgery and back surgery keywords to capture high-intent patients in specific locations. Campaigns were rebuilt around search intent, with conversion tracking, refined ad copy, and structured extensions to maximize qualified leads.

Technical SEO & Content Leadership

I managed the content plan, coordinated external writers, and oversaw website development for new pages and functionality. I implemented technical SEO improvements, including schema updates, metadata standardization, and content hierarchy optimization. Each service page was designed to enhance user flow, improve search discoverability, and convert visitors into leads. Analytics were centralized to attribute conversions accurately across channels.

Conversion-Centric Infrastructure

Lead forms, calls, and event tracking were rebuilt under a unified GA4 measurement model, allowing every campaign and page to be evaluated by real business impact. I collaborated with internal stakeholders to ensure alignment between marketing, patient experience, and business objectives.

Results & Impact

Within five months:

• 59 new patient cases and a nearly 200% increase in form submissions
• Overall site engagement climbed over 30%
• Paid search campaigns delivered higher-quality conversions at a lower cost, improving ROI
• Hyper-local keyword targeting drove a sustainable pipeline of high-intent patients for neurosurgery and back surgery services
• Vendor-managed content production contributed to increased organic visibility and engagement, while website improvements supported long-term patient acquisition

The project unified NJBS’s digital ecosystem, turning disconnected channels into a single, performance-driven growth engine that combined strategy, execution, and leadership, positioning the practice for continued growth.