Davison Road Optical
Integrated Marketing · Google Ads · Email · Social Media · Website build · Print · B2B Growth
Creating measurable growth across patient and professional audiences
Overview
Davison Road Optical needed an integrated marketing strategy that could increase patient bookings while building referral relationships with other medical offices.
The Challenge
The practice wanted to expand its reach without sacrificing advertising efficiency—and marketing had to serve two distinct audiences at once: prospective patients seeking specialty eye care, and professional offices looking for trusted doctors to refer patients to.
My Contribution
I planned and executed Google Ads, email campaigns, social media, print advertising, specialty-service campaigns, patient booking initiatives, B2B outreach and lead generation, plus campaign tracking and optimization.
The Approach
I built targeted campaigns around specific services and audience needs rather than broad optical search terms. Patient campaigns paired focused advertising with clear booking opportunities, while B2B outreach introduced the doctors and services to other offices. I continually shifted spend toward efficient audiences and keywords using cost-per-booking and qualified-lead data.
Results
+130%
Booking growth from targeted patient marketing.
50% lower
Cost per booking for specialty campaigns.
$500 → $150
Cost per qualified B2B lead after focused outreach.
+43%
Advertising investment scaled with stable efficiency.
Key Takeaway
The strongest growth came from treating patients and professional referral partners as distinct audiences. Specialty-focused messaging improved booking efficiency, while targeted B2B outreach created a cost-effective path to professional relationships.