Table of Contents
The Challenge: Competing in a Saturated Healthcare Market
Despite being a trusted orthopedic brand for over 40 years, Soundarapandian Bone and Joint Hospital had limited recall among digital-first audiences. While referrals and word of mouth brought in patients offline, their digital visibility didn’t reflect the depth of services or expertise they offered.
They needed:
- A unified brand voice across digital platforms
- Increased discoverability through SEO and local search
- Emotional resonance to connect with skeptical or unaware patients
- Video storytelling to explain procedures and build trust
Pixel Studios stepped in to craft a comprehensive digital growth strategy.
Our Approach: A Multi-Channel, Story-Driven Digital Strategy
We didn’t just launch campaigns — we built a content and performance engine that made Soundarapandian Bone and Joint relevant, visible, and engaging to today’s patients.
1. Humanized Healthcare: Our Social Media Philosophy
We focused on educating, empowering, and emotionally connecting with patients across Facebook, Instagram, LinkedIn, and YouTube.
Campaign Spotlight:
“Ne Problem Illa, Knee Than Problem”
This unique video series challenged the stigma that aging people become a burden due to immobility. The insight was simple: the person isn’t the problem — the untreated knee pain is.
Through real stories, we empowered people to seek treatment confidently and regain their freedom.
Campaign Spotlight:
“Pain Chain” Comic Series
We created a fun, illustrated series to explain how bones, muscles, nerves, and brain interact — making medical science understandable and shareable for all ages. This helped improve engagement with younger caregivers and children of aging patients.
We also ran reels and interactive polls, day-in-the-life content, carousel posts on conditions like arthritis, and wellness tips for joint health. Our tone remained friendly, informative, and hopeful — never intimidating.
2. YouTube Strategy: Building Trust Through Expert-Led Video Content
YouTube became a powerful channel for topical authority. Our team scripted, shot, and edited videos on-site with SBJH doctors – transforming complex topics into engaging, easy-to-understand visuals.
Video Content Themes:
- Doctor-led Explanations: On osteoporosis, rheumatoid arthritis, fractures, post-op care
- Patient Testimonials: Real recovery stories from knee replacement, trauma care, and physiotherapy
- Product Education: PerfitR (SBJH’s signature personalized arthroplasty solution) — its design, outcomes, and advantages
- Shorts & Long-Form: Each session was edited into full-length YouTube videos and vertical-format YouTube Shorts to reach broader audiences
This dual-format approach helped:
- Improve audience retention
- Position doctors as credible experts
- And build a high-value video library for future search queries
3. SEO & Website Optimization: Becoming Discoverable at the Right Moment
We completely overhauled the website — not just visually, but structurally and semantically.
- Each treatment now has dedicated SEO-rich landing pages
- Blogs and service content were aligned with searcher intent, covering long-tail and near-me searches like:
- “Best orthopedic hospital in Chennai”
- “Knee replacement cost in Chennai”
- “best ortho hospital in chennai”
- “top orthopedic hospital in chennai”
- Pages are optimized not just for Google, but also for Generative Search and AI-driven chat engines, ensuring visibility in new-age search environments
Today, SBJH ranks for nearly every key orthopedic search in Chennai, driving relevant and high-converting traffic.
4. Google Maps Optimization: Owning the Local Pack
Most hospitals forget this, but we didn’t. Pixel Studios optimized SBJH’s Google Business Profile with:
- High-frequency local keyword injection
- Regular post updates
- UTM-tracked link integration
- Location-based service tags
Now, SBJH shows up consistently in the Google 3-Pack for:
- “bone specialist in Chennai”
- “orthopedic hospital near me”
- “joint replacement hospital in Chennai”
The result? More call clicks, direction requests, and appointment inquiries — directly from search.
Performance Impact: The Numbers Speak
YouTube
From 0 to thought leadership visibility
A Digitally Transformed Hospital Brand
Pixel Studios helped Soundarapandian Bone and Joint Hospital move from a traditional word-of-mouth brand to a digitally discoverable, socially engaging, and professionally trusted healthcare entity.
Our work went beyond just ads or posts. We:
- Crafted branded communication campaigns like “Ne Problem Illa, Knee Than Problem”
- Created SEO-optimized treatment content that answers real patient questions
- Turned Google Maps into a lead generator
- Brought doctors to screens through video-led thought leadership
- And redesigned the website as a search-first conversion asset
Today, SBJH doesn’t just compete online — it leads.
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