Increase in YouTube Views
After implementing YouTube Shorts, views increased by 21%.
Notable Impacts
Increase in Organic Facebook Impressions
Organic impressions on Facebook increased 27% after implementing short form video.
New Instagram Followers
UOA gained 41 new Instagram followers after the implementation of Reels highlighting the physicians.
Summary
University Orthopaedic Associates (UOA) recognized the need to enhance their online presence and establish themselves as a leading orthopaedic practice in the NJ/NY Metro area. To achieve this, UOA implemented a comprehensive video strategy in January 2025, focusing on engaging and informative short-form video content.
This initiative was incorporated alongside the deliberate use of real photos of their doctors instead of generic graphics and stock images. It is also part of a broader effort to attract new patients, educate the community, and drive traffic to their website.
- Client
- University Orthopaedic Associates
- Location
- Somerset, NJ
- Industry
Orthopedics
- Services used
The Work
Challenges & Goals
UOA aimed to enhance its online presence
UOA aimed to enhance its online presence and establish its authority as the leading orthopaedic practice in the NJ/NY Metro area. Their core objectives were to attract new patients, educate the community through engaging and informative video content, increase their following and engagement on social media and drive traffic to their website.
Our Strategy: A Multi-Platform Video Approach
To address these goals, UOA implemented a multi-faceted video strategy starting in January 2025. The strategy primarily focused on YouTube for both short and long-form evergreen content, and key social media platforms like Facebook and Instagram for short-form content and community engagement.
The Results: Substantial Social Media Growth
Since the implementation of the video strategy, UOA has experienced significant improvements across its social media platforms in the first 4 months.
- Reactions: Reactions on Facebook posts increased by 64%.
- Followers: Total Facebook followers increased by 16 followers in the first 3 months.
- Impressions: Instagram impressions saw a substantial 66% increase.
YouTube
- Subscribers: 94 new subscribers were gained.
- Likes: Likes on YouTube videos increased by 14%.
- Shares: Video shares saw a 27% increase.
These results demonstrate the effectiveness of UOA’s video strategy, particularly the integration of short-form content, in driving engagement and growth across their social media platforms.
Other Successes Include
During the time period of January 1, 2025 through April 30, 2025, the Facebook ad campaigns that utilized real photo of UOA physicians in action had a click-through rate of 1.59% (healthcare industry average is 0.83%).
Top-performing YouTube Shorts included “Shoulder Pain Solutions with Dr. Leddy” with an average view duration of 107% and “Total Shoulder Replacement with Dr. Doumas” with an average view duration of 126%. Both are well over the YouTube Short average view duration benchmark of between 50% – 70%.
About University Orthopaedic Associates
University Orthopaedic Associates, New Jersey’s leading orthopaedic practice, is dedicated to providing the most current, highest quality, personalized healthcare services available.
The group is committed to the pursuit of excellence in orthopaedic treatment, medical education and training, clinical and bench research, and the promotion of community health.