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Digital Strategy for Leading ID Practice


ID Care


In 1996, two independent infectious disease practices merged — evolving into the largest, private, independent infectious disease practice on the East Coast, and the second largest in the United States: ID Care.


Today, ID Care is more than New Jersey’s largest network of board-certified infectious disease physicians. They are clinical leaders, innovators, and researchers, providing every patient they serve with personalized solutions — all focused on identification, treatment, and prevention of infectious diseases. Specializing in nearly every aspect of infectious disease, ID Care physicians offer the most effective prevention methods, accurate diagnoses, and state-of-the-art treatments available today.

Despite this success, ID Care engaged with Trajectory to strengthen their digital strategy and  presence – starting with design and build of a new responsive website, followed by ongoing website/SEO optimization and other digital-focused marketing initiatives.


Three months following launch of new website and SEO Campaign, we generated the following increases:

  • 107% increase in sessions on the website
  • 114% increase in organic search
  • 90% increase in on-site conversions
  • 230% increase in site-traffic from social media


  • Practice Landscape Research
  • Site Map & Wireframes
  • Website Design & Development
  • Ongoing:
    – SEO Optimization
    – Content Strategy & Writing
    – Social Media Planning, Posting, Monitoring
    – Analytics & Reporting

Checking the Boxes

  • New ID Care website that serves as a stronger marketing tool for generating physician referrals and attracting prospective patients
  • Improved overall aesthetic and user experience to boost engagement, lead generation and conversion
  • A fully responsive solution backed by WordPress CMS
  • Reorganized and expanded must-know information to ensure maximum value to user
  • Dramatically improved SEO performance
  • Growth in social engagement and referral traffic