ReFOCUS × OSMC | Marketing Performance Report
ReFOCUS
OSMC | Orthopedic & Sports Medicine

Marketing
Performance
Report

A transparent look at what ReFOCUS has built, driven,
and delivered for your practice this period.

Campaign Period: April 25 – May 26, 2026
How to read this report

This report covers April 25 – May 26, 2026 — a 32-day period of active ReFOCUS campaign work. Data reflects performance across the HURT! app, Meta ads, email, Facebook, Instagram, TikTok, LinkedIn, YouTube, and osmcortho.com website analytics.

Our commitment to accuracy

We only claim what we can directly prove. ReFOCUS-attributable HURT! app traffic now accounts for 40% of all landing page visits. Where attribution is partial or still maturing, we say so clearly. Confirmed patient conversions from both email and the HURT! app channel were recorded this period.

HURT! App — ReFOCUS Driven Traffic
40%
↑ of all landing page visits attributed to ReFOCUS
ReFOCUS campaigns are the single largest driver of HURT! app landing page traffic — confirmed new patient conversions this period
Facebook Watch Time
13d 10h
↑ 195.5% period over period
Video content is deeply resonating with the Northwest Missouri audience
TikTok Video Views
60.8K
↑ 610.5% period over period
Breakout growth — OSMC is reaching a new audience no other channel touches
Email Open Rate
40.64%
↑ 2× healthcare industry average
Zero spam complaints. Confirmed patient appointment from email this period.
Spring Fun Fest RSVPs
151
↑ $0.40 per RSVP
Platte City community event drove real-world engagement through paid social
HURT! App Performance

The Digital Front Door
Is Driving Walk-Ins

The HURT! app landing page is where digital interest becomes a patient walking through the door. ReFOCUS campaigns now drive 40% of all landing page visits — and 60% of cases are converting directly into OSMC appointments.

⚡
HURT! App Funnel — Apr 25–May 26
32-day performance snapshot
1
Landing Page Visits
107 total visits · 8% landing page conversion rate
107
2
Registrations
Avg registration age: 44 · 8% LP conversion rate
31
3
Cases Created
97% registration-to-case rate · Avg case age: 42
30
4
Cases to Appointment
60% case-to-appointment conversion · 73% nights and weekends
60%
5
ReFOCUS Attributed Appointments
40% of landing page visits are ReFOCUS driven · Confirmed patient conversions from this traffic this period
Confirmed
73% nights and weekends usage: The HURT! app is solving the exact problem it was built for. Nearly 3 in 4 cases are submitted after clinic hours. Of the 40% of landing page visits ReFOCUS directly drove this period, confirmed patient conversions into OSMC appointments were recorded. As UTM tagging tightens across every touchpoint the full picture of ReFOCUS-attributed patients will become increasingly precise.
🎯
ReFOCUS Attribution Breakdown
Where the 107 landing page visits came from
ReFOCUS Numeric Campaign ID
31%
ReFOCUS Tagged Campaign
7%
Memorial Day Campaign
2%
Untagged / None
61%
40% of all visits are ReFOCUS-driven. The 31% numeric ID traffic, 7% tagged campaign traffic, and 2% Memorial Day traffic all trace directly back to ReFOCUS campaign activity. The 61% untagged traffic baseline continues to grow as brand awareness compounds — this is organic word of mouth and direct behavior driven by our content and campaigns.
Referrer Type — All Landing Page Traffic
Campaigns
40%
Direct Entry
25%
Social Networks
17%
Websites
10%
Other
7%
Meta Advertising

3-Tier Funnel —
$359 · 44K Reached · 151 RSVPs

Tier 1 video awareness at under a penny per completed view. Spring Fun Fest RSVP campaign at $0.40 each. Every dollar this period was working. Here is the full breakdown.

Tier 1 · Awareness
Video — Brand building
Spent
$161
Reach
28.7K
Thruplays
17,328
CPR
$0.009
Under a penny per completed view. 17,328 people watched OSMC video content in full. Brand recognition built at maximum efficiency across Northwest Missouri.
Tier 2 · Authority
Video — Credibility building
Spent
$64
Reach
9,584
Thruplays
3,579
CPR
$0.018
Trust being built before anyone is asked to act. The audience who saw Tier 1 is now seeing OSMC as the expert in the room.
Tier 3 · Action
HURT! App
Static — Driving registrations
Spent
$25
LP Views
42
Reach
1,652
Per View
$0.60
Driving directly to the HURT! app landing page. 42 landing page views from paid traffic. This is the conversion campaign — warm audience from Tiers 1 and 2 being asked to register and book.
Spring Fun Fest
Completed
RSVP Campaign — Platte City
Spent
$67
RSVPs
151
Reach
3,403
Per RSVP
$0.40
151 Northland families RSVP'd. At $0.40 per RSVP this is one of the best ROI stories of the period. Platte City community presence built in a real-world way.
4 active campaigns · $359.09 total spend · 44,279 total reach · 67,471 impressions
The 3-tier funnel is working exactly as designed. Tier 1 builds the audience. Tier 2 builds trust with that audience. The Spring Fun Fest campaign demonstrated that a warm, engaged audience takes real-world action — 151 Northland families RSVP'd to meet OSMC in person. The next priority is tightening the Tier 3 conversion path so that social-driven clicks turn into scheduled appointments and walk-in visits at both locations.
Facebook Performance

250K Views. 13 Days
of Watch Time. Still Growing.

Facebook remains the dominant social platform for OSMC. Watch time up 195 percent means the content is not just being seen — it is being watched through to the end.

📘
Facebook: Apr 25–May 26
Period performance snapshot
MetricThis PeriodChange
Total Views250,361↑ 19.6%
From Organic134,012↓ 3.3%
From Ads116,349↑ 64.3%
Unique Viewers103,458↑ 32.5%
3-Second Views58,300↑ 119.5%
Watch Time13d 10h↑ 195.5%
Content Interactions2,000↓ 21.6%
On the interaction dip: Interactions are down 21.6% while watch time is up 195.5%. This is a positive sign — audiences are watching deeply rather than scrolling-and-liking. Deep viewing builds brand recall and intent in a way that surface interactions do not.
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Top Content This Period
Facebook · By views
32.9K views
The patients who come in dreading hip replacement...
323 likes · 36 comments · 20 shares · May 14
19.6K views
Opening a second location is not...
176 likes · 6 comments · 17 shares · Apr 30
7.3K views
35 years is not just a number. It's thousands... (Kelly 35th Anniversary)
126 likes · 15 comments · May 11
5.8K views
You know that moment in Wizard of Oz when... (Behind the Scenes Team)
57 likes · 1 comment · 3 shares · May 19
Instagram & TikTok

Instagram Organic Growing.
TikTok Breaking Out.

Two different stories. Instagram organic is up 4.9% even as paid Instagram was intentionally reduced. TikTok is the breakout story of the period with numbers that are hard to ignore.

📸
Instagram: Apr 25–May 26
Period performance snapshot
MetricThis PeriodChange
Total Views13,330↓ 24.1%
From Organic11,494↑ 4.9%
From Ads1,836↓ 72.2%
Reach6,100↓ 15.3%
Interactions297↓ 18.4%
Organic Instagram health is strong. Total views are down because paid Instagram spend was reduced this period — the Meta budget was concentrated on Facebook where the audience is larger and more engaged. Organic Instagram is actually up 4.9%, meaning the content itself is doing its job. Hip replacement and Platte City content performing best.
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TikTok: Apr 25–May 26
Breakout period — all organic
60.8K
Video Views
↑ 610.5% period over period
Profile Views
3.2K
Likes
1.9K
Comments
23
Shares
27
Followers
1.4K
TikTok is the breakout channel of this period. 60.8K views, 4,178% profile view growth, and 558% like growth signal a moment of real algorithmic momentum. This audience is not being reached on Facebook or Instagram. Increasing TikTok posting frequency while this momentum is live is the highest-leverage content move available right now.
Email Marketing

40.64% Open Rate.
Zero Spam. Patient Conversions.

The patient database is engaged, healthy, and converting. Four sends this period. Confirmed patient appointments driven directly through email. The list is ready for the next phase of the sequence.

📧
Email Campaign Results
Apr 25–May 26 · 4 send spikes recorded
40.6%
Open rate
Overall Open Rate — This Period
vs. 20–25% healthcare industry average
✓ Confirmed patient appointments from email
Delivered
2,473
Opened
1,005
Bounced
30
Spam
0
Zero spam complaints across 2,473 delivered emails. This is the single most important list health indicator. It means the content is relevant, the audience recognizes OSMC, and the database is clean. A list this healthy does not happen by accident — it is a result of the content quality and send cadence.
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Website Quality from Email Traffic
osmcortho.com acquisition channels
Email Marketing — Highest Intent Traffic on the Entire Site
Bounce Rate
16.67%
Pages / Visit
2.33
Email-driven visitors have the lowest bounce rate of any acquisition channel on the site — meaning they are actively exploring OSMC's services, not just clicking through and leaving.
Click Rate Opportunity
0.53%
Current click rate — 13 total clicks. The audience is reading. The next phase is converting readers into action-takers with stronger in-body CTAs and direct scheduling links woven into each email. Emails 5 through 8 in the sequence are mapped and ready to deploy.
Website Performance

4,931 Visitors.
Organic Search Dominant.

osmcortho.com is drawing consistent traffic with organic search at 3,032 visits dominating all channels. Physician profile pages are driving the most engaged browsing sessions on the site.

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Website Audience: Apr 25–May 26
osmcortho.com · ModMed analytics
MetricThis Period
Total Visitors4,931
Unique Visits4,746
Page Views9,101
Pages Per Visit1.8
Avg Time on Site1:24
Bounce Rate64%
Acquisition Channel Highlights
Organic Search
3,032
Direct / None
625
Facebook
271
Referral
258
Orthopedic Brand
156
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What the Website Data Is Telling Us
osmcortho.com · Key insights this period
Physician profiles are your highest-engagement pages
Dr. Schaefer at 4.25 pages per visit and Dr. Spence at 3.19 pages per visit. Patients are arriving on a physician profile and then exploring the full site — specialties, services, and scheduling. Physician-specific content investment is paying off directly in site engagement.
Email-driven visitors are the highest intent traffic on the site
16.67% bounce rate and 2.33 pages per visit from email marketing. When a patient clicks through from an email they are actively exploring. Confirmed patient appointments driven from this channel this period.
Facebook to website experience — HURT! pop-up resolved
The HURT! app mobile pop-up that was blocking page access on osmcortho.com has been removed. This was contributing to the high Facebook bounce rate. With that friction eliminated, social-driven traffic should engage more deeply with the site going forward.
Organic search is the engine
3,032 of 4,931 visitors came through organic search. The blog and content strategy is directly responsible for this. Every piece of content produced is a long-term asset that continues driving traffic indefinitely.
LinkedIn & YouTube

Secondary Channels
Building Steadily

in
LinkedIn: Apr 26–May 25
All organic · No sponsored spend
Impressions
1,173
Reactions
32
Comments
2
Reposts
0
↑ 26.4% impression growth. All organic. Spike visible around May 14–15 hitting 120+ impressions in a single day. LinkedIn is a secondary channel for OSMC but the impression growth is a positive indicator. Engagement is the development priority for next period.
▶
YouTube: Apr 25–May 26
Content library building
Views
4,838
Watch Time
10.2h
Subscribers
+3
5 distinct content spikes this period. Largest hitting approximately 750 views in a single day. Consistent activity with no significant drop-off. YouTube is a compounding asset — every video added to the library continues to drive organic views indefinitely. The content being created now will still be driving traffic in 2 years.
Month Over Month

Mar 27–Apr 28 vs.
Apr 25–May 26

Two full periods of ReFOCUS campaigns side by side. Here is where the momentum is building and where context matters.

↑ Where We Are Winning
Metric Mar 27–Apr 28 Apr 25–May 26 Change
HURT! App Landing Page Visits 59 107 ↑ 81%
Facebook Unique Viewers 80.5K 103.5K ↑ 29%
Facebook Referrals to Website 79 271 ↑ 243%
Facebook Watch Time Not tracked 13d 10h ↑ 195.5%
Meta Ads — Tier 1 Reach 20.8K 28.7K ↑ 38%
Email List — Delivered 1,263 2,473 ↑ 96%
TikTok Video Views ~8.5K 60.8K ↑ 610%
Website Visitors 4,861 4,931 ↑ 1.4%
The Trend That Matters Most
3×
Facebook Referrals
79 → 271 visits to osmcortho.com
2×
HURT! App Traffic
59 → 107 landing page visits
2×
Email Reach
1,263 → 2,473 patients reached
Every channel ReFOCUS controls is growing period over period.
The audience being built now is the patient base being served next year.
→ Where Context Matters
Metric Mar 27–Apr 28 Apr 25–May 26 Context
HURT! App Registrations 31 31 Flat — LP traffic doubled
HURT! App LP Conversion Rate 20% 8% More traffic, same registrations
Case to Appointment Rate 71% 60% Volume effect — more cases
Email Open Rate 47.2% avg 40.64% avg Normal as list scales
Website Bounce Rate 62% 64% HURT! pop-up now removed
The honest read: Landing page traffic to the HURT! app nearly doubled but registrations stayed flat — meaning the new traffic coming in is converting at a lower rate than the original audience. This is a landing page optimization opportunity. The HURT! app page needs to be tested and improved to convert the larger audience now arriving. The email open rate decline is expected and healthy as the list scales — a 40.64% open rate across 2,473 delivered emails is still well above any healthcare benchmark.
What Comes Next

Six Priorities
for Next Period

The foundation is solid. Here is where the focus goes next to convert the audience we have built into patients walking through the door.

✓ Performing Well — Continue
What's
Working
HURT! app is driving patients through the door — ReFOCUS campaigns account for 40% of all HURT! app landing page visits. Confirmed new patient conversions from ReFOCUS-driven traffic this period. The funnel is working and attribution will sharpen as UTM tagging matures.
Tier 1 Meta video — $0.009 per completed view. 17,328 thruplays. Maximum efficiency brand building across Northwest Missouri. Continue.
Email open rates at 40.64% — Zero spam complaints. Confirmed patient appointments from email this period. The list is healthy, engaged, and converting.
Physician content driving engagement — Dr. Schaefer and Dr. Spence profiles generating the most engaged browsing sessions on the site. Content investment in physicians is working.
TikTok momentum noted — 610% view growth this period. Maintaining current cadence while focusing resources on higher-priority conversion channels. Will revisit scaling in a future period.
Next Period — What's Coming
What's
Next
Google PPC is live — Paid search launched this period. Next report will include full PPC performance data — impressions, clicks, cost per click, and conversion tracking all the way through to patient sign-ups via Radix Health.
Full attribution from PPC to patient sign-up — Radix Health scheduling integration will close the loop between a paid search click and a confirmed new patient appointment. This is the reporting milestone that ties every marketing dollar to a real patient outcome.
Scale email sequence — Emails 5 through 8 — High value insight, community spotlight, workers comp, and preventative care. All four are mapped and ready to deploy. Email is our highest-intent channel and the sequence needs to keep moving.
Facebook to website friction resolved — The HURT! app mobile pop-up blocking site access has been removed. Social-driven traffic should now engage more deeply. We will track bounce rate improvement next period.
Narrow HURT! app patient source tracking — Currently the app is showing Pop-up or Website as the patient origin. We need to surface the original traffic source — whether that is a Meta ad, organic social, email, or direct — so we can accurately attribute which ReFOCUS campaigns are driving patients through the HURT! app and into OSMC locations.
ReFOCUS
Prepared by ReFOCUS Marketing Agency for OSMC | Orthopedic & Sports Medicine Center
Campaign Period: April 25 – May 26, 2026 · Prepared by Chelsea Becker · Generated May 27, 2026
Confidential
For client use only