How PTSMC transformed their marketing team into a content powerhouse and doubled conversions with Frase

See how a leading healthcare provider modernized its content operations, empowered its marketing team, and turned content into a high-performing growth lever with Frase.

The challenge: Outdated processes, expensive resources

When Physical Therapy & Sports Medical Centers (PTSMC), the largest privately owned physical therapy organization in Connecticut, set out to modernize its website and digital strategy, it faced a familiar problem: content creation took a long time, was expensive, and disconnected from performance goals.

“We had a small in-house team with limited resources,” says John Demitrus, Director of Marketing. “Freelancers with industry-knowledge commanded very high rates and it took days to get from concept to a working draft, so that wasn’t an option for us either.”

Content production was limited to a rate that couldn’t support the company’s growth ambitions. At the same time, the existing WordPress site was dated and underperforming.

“The average engagement time on our pages was just 22 seconds,” John recalls. “It was clear there was a lot that could be improved.”

Beyond the metrics, the marketing team felt stuck—restricted by limited bandwidth and lacking operational ownership of the content lifecycle.

The transformation: Empowering a new kind of marketing team

When John joined the team, he immediately saw a need to modernize the website and expedite the content creation process. And John’s previous experience using Frase meant he knew exactly how to address the challenges that the team faced.

“I had used Frase at my previous agency and saw what it could do,” says John. “When I joined this organization, it was one of the first tools I brought in. Straight away I saw an opportunity to do things faster, cheaper, and better with Frase.”

With Frase, the team avoided entirely any need to bring in expensive external writers. Instead, they built their own in-house content engine. Even marketers without deep healthcare experience were suddenly equipped to produce high-quality, search-optimized, expert-sounding content.

“Now, someone with average experience can use the tool to create great content,” he says. “Our costs are lower, our output is much higher, and we’re able to plan for more content each month.”

The workflow also became more strategic. The team adopted a collaborative process between marketers and clinicians, with clear stages for outlining, reviewing, optimizing, and approvals all done within Frase.

The shift wasn’t just operational, but cultural.

“We used to operate like a deli counter: take a number, do what you’re told. Now, the team sees themselves as content creators. We start with strategy, we collaborate, and we take ownership.”

The result has been a marketing team that’s energized, empowered, and equipped to achieve their goals.

The results: Performance content that drives real growth

This transformation in mindset translated into meaningful business outcomes. The team used Frase to modernize, revamp, and optimize their website, leading to:

• Content output increased by 6x.
• Average Engagement Time per Active User increased from 22 seconds to 1 minute and 17 seconds.
• After the website launched, Q1 2025 became the company’s best quarter ever.
• Conversion rates climbed, particularly for appointment requests driven by optimized treatment pages.
• Landing pages built with Frase significantly outperformed legacy content with improvements across both organic and paid channels.

“We’re seeing more page views, longer engagement times per top-level service pages, and a much higher number of digital conversions,” says John. “There’s a direct correlation between the quality of the content and the performance of our campaigns.”

This included results from new Performance Max and treatment-specific campaigns that funneled users directly to Frase-optimized landing pages.

“We couldn’t get here with the old way—hiring expensive writers, waiting weeks, and hoping it worked. There’s no way we’d be where we are today without Frase.”

A blueprint: Overhauling modern content operations in healthcare

For other healthcare marketing teams, PTSMC offers a clear roadmap for operational transformation.

To justify the overhaul, the marketing team at PTSMC used Frase itself to generate a case study that compared their outdated content (low word count, poor authority, weak competitive position) with the opportunity for growth.

“We used Frase to make the business case to leadership to show what kind of engagement we could achieve with better content and why we needed to invest in the platform and the people.”

Once approved, the team established a repeatable, collaborative process:

• Use Frase to audit existing pages, carry out competitor and keyword research
• Outline content with clearly defined structure using Frase’s Content Briefs
• Review rounds involving both marketers and clinicians
• Scheduled monitoring with Frase’s SEO Analytics feature
• Re-optimization when necessary for long-term performance using Frase’s SEO Content Optimization tab

The model has proven so successful that the team is now expanding beyond written content.

“We’re using Frase to build our video scripts and YouTube descriptions, meta and titles. It’s not just a writing tool, it’s the foundation of our entire content strategy.”

The outcomes: What Frase made possible for PTSMC

For John, Frase didn’t just make content faster, it made it smarter, more scalable, and more strategic.

• A unified platform for research, outlining, optimization, tone-shifting, and repurposing.
  
• Strategic AI use that improves quality and encourages collaboration.
  
• 6x more content without growing the team.
  
• Clear, measurable ROI—and something less tangible but just as important: belief.

“The team feels like they’ve got tools, direction, hope, and a strategy in place. There’s a sense of excitement and pride that wasn’t there before.”

By combining efficiency, quality, and empowerment, Frase helped transform a traditional healthcare marketing team into a high-performing content operation—and set a new standard for what content teams can achieve.