Healthcare Marketing by Velocity

Case study: primary care

Internal Medicine MD: Building a Digital Front Door for a Two Location Practice

Internal Medicine MD is an independent internal medicine practice with offices in Hudson and Trinity, Florida, led by Dr. John Hanna, MD. We rebuilt its digital marketing infrastructure and installed a social content system that turned the practice’s clinical reputation into a growing online audience and steady new patient inquiries.

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Dr. John Hanna, MD, internal medicine physician at Internal Medicine MD
  • Facebook grew from about 400 to more than 16,000 followers in three months
  • More than 5 million Facebook views in the same window
  • About 2 to 3 new patient lead submissions per week from digital channels

At a glance

Case study summary

Case study summary
SpecialtyPrimary care and internal medicine
Client typeIndependent practice with two locations (Hudson and Trinity, Florida)
Services usedDigital marketing infrastructure, social content marketing, patient acquisition systems, marketing leadership
TimelineOngoing engagement; social results measured over a three month window
Primary resultsAbout 400 to 16,000+ Facebook followers in three months; 5 million+ views; about 2 to 3 new patient lead submissions per week

The opportunity

Internal Medicine MD had the ingredients patients look for: an experienced physician, two convenient offices in Pasco County and a strong local reputation. Its digital channels had not yet been built to generate new patient inquiries, which made them the largest untapped source of growth for the practice.

The goal was to give the practice a true digital front door: channels that introduce the physicians and team, earn attention in the community and make it easy for a prospective patient to reach out.

Primary care physician talking with a patient in a modern office

Strategy

  1. Rebuild the foundation

    Digital marketing infrastructure rebuilt from the ground up so every channel could produce and capture inquiries.

  2. Install a content system

    A repeatable social content system that features the physicians, the team and practical health education.

  3. Build patient acquisition systems

    Inquiry paths and follow up that turn attention into new patient lead submissions, developed continuously.

Execution

The work started with the infrastructure that every later channel depends on, then layered in a consistent publishing rhythm on Facebook, with Instagram, YouTube and TikTok growing alongside it. Content centers on real people at the practice and on clear, useful explanations patients can act on. Patient acquisition systems continue to be refined as the audience grows.

Primary care physician talking with a patient in a modern office

Results and metrics

16,000+
Facebook followers, up from about 400, in three months.
5 million+
Facebook views in the same three month window.
2 to 3 per week
New patient lead submissions from digital channels, up from zero. These are form submissions, not booked appointments or revenue.

Lessons for other practices

Audience growth comes fastest when content features the actual physicians and staff patients will meet. Infrastructure comes first: a large audience only becomes new patients when there is a clear, measured path from a post to an inquiry. Growth on additional platforms is easier once one channel has a proven content rhythm.

Methodology and disclosure

Figures are self reported and approximate, taken from Facebook and the practice’s form submissions. Lead submissions are counted as form inquiries, not booked appointments or revenue. Justin Miller serves as Marketing Director of Internal Medicine MD, so this is an affiliated engagement rather than an arm’s length client relationship.

Services

Next step

Want this kind of momentum for your practice?

Schedule a healthcare growth consultation and we will map the content and acquisition systems that fit your specialty and market.

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