I mean, obviously deadlifts have a pretty good benefit that few other exercises can replicate, but as long as you're lifting intensely and doing some sort of rowing (Tbars, barbell, dumbbell,) and getting stronger on them your back should grow just fine. I never really bought into the whole "if you're bad at something, do it a lot!" I did that for some time and ended up with nothing but injuries.
Now, just as a tertiary thought, I'll post an alternative to conventional deadlifts that Dorian Yates advocates... and Yates has by far on the of the best backs in bodybuilding history. It's basically a partial deadlift, but primarily for the lats. This isn't necessarily the best video in terms of form / weight used to display things, but it's about all I could find.
Starting from a rack (and you can start higher than this guy, if you really want,) walk it out and slowly descend the bar to about the area this guy does, but then on the way up force your butt out and down to help keep your alignment, and then just pull the lats in really tight together at the top of the rep.
Again, not sure if you're wanting to try these, but it's an option.