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HANDSPORT SURGERY INSTITUTE CASE STUDY

The Challenge

Handsport Surgery Institute is New York City’s premier hand, wrist and upper extremity practice, lead by world-class surgeon Dr. Mark E. Pruzansky. Known for his depth of knowledge, detail to patient care and record of positive outcomes, Dr. Pruzansky has always kept Handsport Surgery Institute at the forefront of developing technologies.

As one of the first doctors to have a website, first launched in the late 1990’s, Dr. Pruzansky recognized the power of the internet as a way to both acquire patients and to directly engage them. Dr. Pruzansky enjoyed some early success with his efforts, but when he took a close look at the results he was getting in 2012, he knew that what had worked for him well in the past would not do as well in today’s tumultuous online climate.
Despite his best efforts and the ongoing expense to build out his website and online presence;

  • Handsport Surgery Institute was having trouble generating website traffic and acquiring patients online
  • Handsport Surgery Institute’s website (handsport.us) was not appearing in Google’s search index (even searches for the practice and practitioner)
  • Handsport.us was not ranking for relevant keyword searches to the practice, such as “hand surgeon” or “wrist surgeon” on search engines such as Google, Bing or Yahoo!
  • Incorrect practice and doctor information, including qualifications and office hours, on 100’s of online directories was found
  • Existing vendors of marketing services were unable to diagnose the root cause of Handsport’s issues or prescribe a treatment for their current conditions

Handsport.us needed to find an immediate solution to not being found online.  Enter InboundMD.

The InboundMD Solution

Based on a decade of experience, InboundMD was able to quickly assess the situation and prescribe the following treatment.

  • Technical audit of existing website to determine what was causing the search engine indexing issue
  • Proper redirection of an old version of the Handsport website to the new version at Handsport.us
  • Ongoing inbound marketing services, including local seo, social media, listing and reputation management to increase website traffic, new patients and ensure a flawless reputation

A technical audit conducted revealed that an incorrect relaunch of the practice’s website under a new domain, was causing search engines to not properly index Handsport.us. Within a week of contract, the issue was resolved and within one month the entire 300+ page Handsport.us website was indexed by Google, Bing and Yahoo!.  

After correcting the issue and creating a handcrafted marketing plan approved by Dr. Pruzansky, InboundMD applied their proven methodologies and marketing processes to begin executing on a variety tactics.

These marketing tactics, such as local search engine optimization and blogging, are designed to increase new patient acquisition by educating prospective patients on the health conditions, trends and related interests they are looking for online.

The Results

InboundMD has worked with Dr. Pruzansky and the Handsport Surgery Institute staff over the past two years and the results have been nothing short of amazing.

  • 75,000 – The number of views Dr. Pruzansky’s Google+ profile in 2014
  • 33,000 – The number of pageviews on Handsport.us in 2014
  • 20,000 – The number of patients visiting Handsport.us in 2014
  • 300 – The number of local online directories Handsport.us and Dr. Pruzansky appear on
  • 107 – The percentage increase in total patients visiting Handsport.us from 2013 to 2014
  • 67 – The number of targeted keywords tracked where Handsport.us ranks first page
  • 50 – The number of doctor specific websites and directories
  • 49 – The number of positive (4 stars+) reviews Dr. Pruzansky received from patients in 2014
  • 9 – The number of targeted keywords tracked where Handsport.us ranks first in search results
  • 4 – The number of active websites marketing the practice online

ThroughInboundMD’s ongoing advice and execution, Handsport Surgery Institute is now one of the most visible practices, and Dr. Pruzansky one of the most visible surgeons, in the nation’s largest market.


With #1 rankings for search terms such as “hand surgeon” and “hand surgery,” top three rankings for terms such as “wrist surgery” and “wrist surgeon”, triple digit year over year growth in website traffic and a steady stream of positive reviews coming online, Handsport Surgery Institute has gone from not found, to can’t ‘not’ be found!

Garrett and the team at InboundMD have proven to be the definitive experts in the field of online patient acquisition.

InboundMD has consistently delivered outstanding results each and every month for the last three years. The entire team is responsive, accountable for their results and show a true passion for helping medical practices improve their online presence, search visibility and professional reputation.

They are creative and think outside the box, understanding what captures patients’ attention. They even make themselves available after normal office hours, working around my schedule to ensure deliverables and progress on our marketing efforts never stop.

They’ve truly become my trusted advisers when it comes to growing my practice online. There’s quite simply no better way to grow your practice online!” – Dr. Mark E. Pruzansky