Our work with —

Hero Practice Services

Growing a national, multi-location company through integrated digital marketing.

Our work with Hero achieved these results

New Patient Growth
Reduction in Cost Per Lead
Hero is an awesome brand.

They have helped more than
one million children get the
care they deserve.

Hero Practice Services is a healthcare practice management company
focused on overseeing and supporting high-quality dental, vision, and
orthodontic offices that specialize in pediatric patients.

In particular, Hero supports offices that provide care to underserved
communities across the United States. In other words, they’re the best.

What they were up against:

With dozens of locations and a hodgepodge of digital marketing strategies and tracking, Hero came to us looking for an agency that could manage their complex and evolving needs — with excellence.

They had three primary goals:

  1. Acquire new patients across all their practices
  2. Streamline their digital marketing initiatives
  3. Get a handle on location-specific tracking

How we helped:

We developed a comprehensive strategy for driving new patient growth, including:

  • Google and Microsoft paid advertising (PPC)
  • Facebook and Instagram paid advertising
  • Display advertising
  • SEO
  • Local directories
  • Tracking, reporting, analytics, & data analysis

Lots of things needed to work together.

If you’re into the nitty gritty, devour these details.

Google & Microsoft Paid Advertising (PPC)

Pay-per-click (PPC) can get unruly without proper management, so we were careful to dial in our campaigns with a goal to decrease Hero’s cost per lead.

We started by testing with geo-targeted search campaigns across 27 offices, 20 cities, and 5 states. Then, we optimized them over time by testing creative copy and leveraging bidding tactics around the time of day, day of the week, device, gender, income, and language. Our highly successful campaigns helped them expand from 27 to 40 locations!

Facebook & Instagram Paid Advertising

Users interact with advertising differently on social than on any other platform, so we carefully constructed campaigns that were relevant to a precise audience. We curated that audience by remarketing to those who had visited a Hero site previously and by using criteria defined by look-alike prospecting, demographics, location, and income level.

We tested and optimized for all available ad formats, including Facebook feed, Instagram story and carousel, and lead forms.


We utilized display ads to fuel the patient funnel.

We started by retargeting those who had visited a Hero site previously or who were part of an existing email list. Then, we began prospecting through targeting by demographics and geo-fencing with deep geographic and creative granularity. That way, performance data could be collected at both the ad size and theme level.


One of the most effective ways to attract new patients is to show up on paid, organic, and local ad results, so we set out to own the search engine results page (SERP).

We accomplished this through both on-site and off-site SEO tactics, including making the website user- and Googlebot-friendly, building high-quality links, and growing quality content on the site. We followed through with monthly reporting on rankings, traffic, links, conversion, crawl errors, and competitive SEO data to ensure things were working like they should.

Additionally, we provided recommendations in the areas of schema improvements, link-building initiatives, guest blog posting, local optimization, and strategic content planning and execution to further optimize results.

Local Directories Management

One key part of local optimization for Hero was to ensure that the name, address, phone number, and photos for each of their practice locations were accurate across multiple local directories.

We implemented a solution that allows them to manage and update all clinic location information in one place so they can ensure data consistency across devices and directories, including Google My Business, Facebook, Yelp, Apple Maps, Bing Places, and more.

Tracking, Reporting/ Analytics & Data Analysis

In order to understand both the components and the overall performance of this integrated campaign, we provided both initial and ongoing recommendations on how to track and report on primary conversions, such as form fills and phone calls. We also provided analysis related to attribution and cross-channel activity.

Close coordination with the phone call tracking vendor allowed us to set up advanced call tracking, including Google My Business calls, in an SEO-friendly manner that preserved name/address/phone number (NAP) consistency signals.

Additional One-Time Solutions

In addition to ongoing monthly initiatives, we also completed account and website audits, landing page recommendations, creative consulting through the redesign of the logos for four of the company’s brands, Conversion Rate Optimization (CRO) and testing to improve quality scores for paid ads.

The strategy worked like a charm.

Overall business results have been very successful, with strong new patient growth.
New patient calls are up significantly, year-over-year
Hero now knows how and where to spend their digital marketing budget to make the most impact
They can easily track results for each of their individual practices
The company expanded from 27 to 40 locations!

Most importantly, more kiddos were able to access exceptional care.

New Patient Growth
Reduction in Cost Per Lead
“The GFP team were integral through every step of the our new brand launch. They also showed tremendous leadership against an incredibly ambitious timeline and we couldn’t have been happier with our results.”
Allison Howard – 2
Allison Howard, Hero Practice Services

You can celebrate incredible results too.

We’ll start by talking about what you’re up against, then we’ll plan, build, and optimize a winning campaign.


We’ll start by understanding your goals and assessing your current setup, then design a strategy that blends a proven formula with captivating creative.


Once we have a plan, we’ll work with your creatives or ours to bring your campaign to life, with intentionality, down to the last detail.


After we launch, we’ll analyze performance and fine-tune to achieve optimal results, keeping you confidently in the know every step of the way.
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