Modern Marketing for Maryland’s Largest Physician-Owned Primary Care Group
From stagnant growth to standout performance: how MPCP leveled up its digital presence and patient connections.
The Opportunity
After 17 years with the same marketing agency, MPCP needed fresh ideas to reach today’s healthcare consumers.
Maryland Primary Care Physicians (MPCP), the largest physician-owned practice in Maryland, had outgrown their marketing. Their website, content, and digital ads weren’t cutting through. Patient growth had slowed, and recruiting top-tier physicians was more challenging.
In spring 2024, their Request for Proposal called for a healthcare marketing agency in Maryland that could deliver stronger visibility, modern content, and measurable results. They needed to humanize their brand, compete with retail clinics, and reach a new generation of patients.
The Solution
We rebuilt MPCP’s marketing from the ground up, starting with people-first content and backed by a performance-driven strategy.
Our healthcare marketing experts kicked off with a 60-day sprint to fix foundational gaps and build a smarter, more cohesive marketing ecosystem. From there, our monthly healthcare marketing retainer focused on visibility, patient recruitment, and authentic brand storytelling. We delivered:
- Website Boost: While initially confined to the original WordPress website, we still managed to improve page speed, fixed 100+ technical SEO errors, and updated critical meta content. Next up is a full website redesign that aligns more with their patient-first mission and modern look and feel.
- Social Media Content & Strategy: Grew engagement and visibility by 700%+ on Facebook alone. Key wins:
–Instagram Video featuring Director of Operations’ Specialty Department announcement → ~1,200 views with just ~150 followers
–Facebook Video: Dr. Warden-Jarrett – Mental Health Month → High shares and reactions
–Instagram Reel: Dr. Bacchus – Measles Outbreak → Timely post that attracted new followers
–Facebook Feature: Dr. Dea’s feature → Set the tone for ongoing provider human-interest stories - Search & Ad Campaign Performance: After a deep audit, we optimized Google Ads with fresh campaigns and new targeting:
-21.14% click-through rate (vs. 3.27% industry average)
-6.6% conversion rate
-Cost per lead = $7.85
-Maintained contact form submissions despite a 60% drop in ad spend - In-Office & Cross-Channel Content: Designed print signage and in-office screen graphics promoting new services and providers. Reinforced digital messages with physical touchpoints across all nine locations.
- Recruitment Marketing: Rolled out storytelling-led content (“Day in the Life,” testimonials) and more active job promotion on LinkedIn. Started gathering provider stories and insights to build stronger recruitment pipelines.
- Custom Photo + Video Production: Produced a 2-minute brand video, refreshed the photo library across offices, and captured a series of short-form service explainers to strengthen MPCP’s visual identity and patient education.
The Outcome
MPCP’s marketing now reflects its quality of care: clear, relational, and built to convert.
We brought consistency, creativity, and clarity to a growing healthcare brand that needed all three. Today, MPCP is positioned to attract more patients, recruit top providers, and maintain its reputation as the go-to primary care group in Maryland. Why it worked:
- We put real people at the center: Patients don’t connect with stock content. They connect with Dr. Warden-Jarrett, Dr. Bacchus, and Dr. Dea.
- We optimized for visibility: From Google search to Facebook to in-office signage, we made MPCP easier to find, understand, and trust.
- We didn’t just create content; we created connection: Videos, photos, and messaging built emotional trust across generations.
- We proved that small budget shifts can drive big returns when guided by data and audience behavior.
By The Numbers
+130% increase in facebook reach
Timely, human content significantly boosted visibility.
+417 New Followers (265% Increase)
Social growth picked up speed and sustained engagement.
9,589 Engagements (700% Increase)
Short-form videos with real providers crushed industry benchmarks.
$7.85 Cost per Lead / 21.14% CTR
Top-performing Google Ads results with leaner spend.
“The leadership team has brought fresh new ideas to recharge our marketing efforts with a deep understanding of our business and customer and geographic characteristics.“
Why It Matters
Primary care marketing shouldn’t feel like an afterthought.
We helped MPCP modernize their brand and stand out in a hyper-competitive healthcare market. And we did it by listening, simplifying, and focusing on what really works.
Whether you’re trying to fill appointment slots, recruit physicians, or update your digital presence, this is proof that better marketing drives better outcomes.
Looking for a healthcare marketing agency that understands how to connect with your ideal patients and staff?
Download our generational healthcare guide here, and contact us to set up a complimentary discovery marketing session to determine the next steps for your healthcare organization. Get in touch.
