“Huyen and the Online Marketing for Doctors team are super responsive and thorough in their consultation process. They have patiently and considerately worked closely with the arthritisCARE team based in Brisbane to build our new website at www.arthritiscare.com.au launched this month. We have been so happy with the quality of their consultancy service and expertise, that we have retained them on an ongoing basis to further our SEO and key stakeholder relationship building journey. Can't recommend highly enough... but also don't want to have to share them around too widely!”
Barbara Landsberg – Marketing Director of ArthritisCARE
ArthritisCARE, Australia’s premiere rheumatology practice, founded by Dr Peter Landsberg in 2015.
Although ArthritisCARE has been in the medical industry for a while now, they haven’t got a solid online foot hold as other practices in the same market.
Despite being excellent in what they do, their online visibility was fairly week with low website visibility. There were not many patient reviews and the website content was thin without in-depth content, videos, content for patient information and referring doctors.
Another goal that ArthritisCARE wants to achieve is to generate more enquiries from other regional markets surrounding Brisbane and even from other cities such as Sydney and Melbourne, Gold Coast…
The website traffic was low and the Google ads campaign was not strong enough to generate any substantial number of leads.
They worked with a couple of general marketing agencies before without much success.
In early 2020, Ms. Barbara Landsberg decided to search for a professional digital marketing consultant who has experience specifically with medical industry and track record in rheumatology sector, they found Online Marketing For Doctors (OMD) team through Google search and after a thorough interview and background check, OMD team were commissioned to work on ArthritisCARE ’s website. Finally, they found the breakthrough with OMD.
Now the practice is growing rapidly with thousands of patients and experienced the growth rate of over 760%.
WITHIN 12 MONTHS...
Increase in organic traffic
Increase in patient enquiries
Results after an initial 12- month campaign;:
- A new conversion-driven website
- A 281.39 % increase in organic traffic
- A 140.00% increase in direct traffic
- A 762.64 % increase in patient enquiries
- Website conversion rate increase from 1.94% to 4.91% - a 153.58 % increase
- SEO strategy that has AC ranking No 1 in Brisbane and Queensland markets
Figure 1: Top ranking for all the city keywords that AC wishes for and incredible increase in website traffic and patient enquiries.
Clarify 3 Foundational Marketing Questions For ArthritisCARE
This is critically important session that allowed us to give ArthritisCARE a clear direction for their online marketing activities, resources and to establish a clear pathway to reach their business goals.
We sat down with Ms. Barbara Landsberg, and gained some fundamental information about the practice: target patients, key conditions, their niches, differences, strengths, weaknesses, threats and opportunities from the market, and we used this information to devise a custom online marketing strategy for ArthritisCARE.
There are 3 main foundational questions that we need to be able to answer to better accelerate ArthritisCARE’s marketing efforts;
- Question 1: Who is their dream patient?
- Question 2: Where are they hanging out?
- Question 3: What hooks can we use to get their attention and bring them into our client’s clinic?
When you have the perfect vision of who your dream patient or client is, it becomes easy to find where they are congregating.
On the other hand, if you don’t have perfect clarity on who that person is, it’s really hard to find them.
Research on What Strong Competitors Do and How They Do Well
Our competitor research is designed to gain a clear understanding of who are our clients’ strongest competitors - what are their competitive advantages, value propositions and online marketing activities. We specifically identify;
- Where do these competitors advertise?
- How is their advertising working?
- Which are their biggest website traffic referral sources?
- SEO Strategy: what keywords are they targeting, where do they build links, where do they promote their websites?
Gaining an insight into what competitors do and how competitors they do it gives our team and the client directions on how to surpass them.
Revamp the Website to Increase User Experience and Conversion Rate
One of the critical steps that other digital marketing agencies don’t do is to review and improve the website user experience and conversion rate. Website is the cornerstone of all web marketing promotion and no matter how much good traffic is driven to the website, if it doesn’t convert well, all the effort will go down the drain.
The changes include;
- Strong, clear call to action button
- Revamp the website look and feel to make it more contemporary, organised, easy for users to navigate
- Feature best-selling points of the procedure, provide patients more educational info such as videos, images, reference to credible information source
Figure 2: As the results, the website now has an increased conversion rate of 155% for all type of traffic.
Highlight ArthritisCARE’s Value Proposition and Key Differences from Other Clinics
After conducting extensive research on the industry and ArthritisCARE’s biggest competitors, and also after interviewing ArthritisCARE themselves, we were able to identify ArthritisCARE’s biggest strengths and value proposition, and the key points of difference compared to the competition.
We then highlighted these key selling points on the website home page and all subpages to ensure that their target prospects would be able to view them easily from wherever they landed on the website.
Figure 3: Screenshot of the website on different devices
Comprehensive Keyword Research For All Targeted Conditions, Services and Blog Content
We extensively researched appropriate keywords for all of the service pages on the website. We also conducted comprehensive long-tail keyword research to find out which search terms that users used to find information related to ArthritisCARE’s main conditions and procedures.
This comprehensive keyword research enabled us to devise a strategy to help ArthritisCARE target all the important suburbs in Brisbane and other cities.
The keyword research not only cover short-tail but also long-tail keywords for blog content development.
Write Unique, Long-Form Content For Condition Pages
One of the common mistakes when it comes to medical website content, especially for rheumatology sector is the content duplication, basically the content has been copied from other medical websites or brochures and reposted on practices’ websites. This happens quite often and as an experienced medical SEO expert, we thoroughly audited the content of the website and rewrote all the pieces that have thin or duplicated content and added images, diagrams, videos to enrich user experience.
And the result is the incredibly fast increase of organic traffic after just a couple of months from the time the content was updated.
Figure 4: 192% increase in organic traffic over the last 6 months compared to the previous period
Implement SEO On-site Best Practices
We implemented best practice for on-page optimisation adhering to Google and other search engine webmaster guidelines;
- Rewrite benefits-driven copy that places users at the centre. Our goal is to create a website that users can quickly find the information they need more easily.
- Ensuring Proper Indexation: Through the use of sitemaps, pagination, no-indexing tags and the reconciliation of all duplicate content, we were able to ensure the proper indexation of ArthritisCARE’s website.
- Individually crafted, uniquely written Meta Titles, Meta Descriptions, and Heading tags for all pages. By optimising the site’s title tags, meta description tags, heading tags and content to include targeted keywords, we were able to increase the Click Through Rate on the search result listing and targeted search traffic.
- Improve the website's load times for proper SEO on both desktop and mobile devices. This is one of the key elements to increase the website ranking performance.
- “No Follow” for unimportant links
- External linking to highly authoritative website
- Add image ALT tags to all images
- Other technical SEO setups
Build High Quality Links
Incoming links from other websites are a very important component of search engine optimisation. Poor quality links not only won't increase your traffic or ranking, but they can also damage your domain and potentially attract a penalty from Google, or other search engines, if the site linked to has violated any webmaster guidelines.
We take link building very seriously and we make sure that all the sites that we place links on are well screened before any placement. Some of the link building we did include;
- Outreach to relevant blogs to feature ArthritisCARE ’s content and gain quality backlinks to the website.
- Listing of the website on medical, health and local directories
- Submission of videos, and relevant marketing material to submission sites
Build a Satellite Website www.rheumatology.com.au
ArthritisCARE managed to secure one of the best domains in rheumatology sector https://rheumatology.com.au and we helped them design and build this contemporary, unique looking website.
We are also promoting this website to drive even more traffic and enquiries to ArthritisCARE with this additional web property on the search results.
Figure 5: One of the best-looking websites in Rheumatology sector
“They have methodically transformed my digital presence and my sales have gone through the roof. I have not been disappointed and to be honest, they have exceeded my expectations. I look forward to a long relationship with OMD.”
Dr Geoff Cashion
Owner of Vasectomy Australia
“We’ve seen a significant increase in our website traffic and enquiries by over 300%, with an obvious uptake in new patient enquiries and conversions coming through the clinic. We’ve seen a complete turnaround in our online presence in several spaces that we are advertising in.”
Ms Christy Xuan
Owner of Lumiere Beauty Clinic
“They put together a comprehensive strategy and plan to improve our digital marketing presence (SEO, PPC ads, Website Content and Landing Pages), and so far we can see obvious improved results from the work that they have done.”
Dr Chandran Arianayagam
Plastic Surgeon/Owner of PCLS Coffs Harbour
“It’s now been 4 months and I am nothing but impressed with this team. They’ve delivered above their projections and continually over-deliver on their promises. The team is quick to respond to any issues, their professionalism is second to none.”
General Manager of Dr Hodgkinson Clinic
“Enquiries have gone crazy and the number of enquiries has increased three-fold ever since they started 6 months ago. The team and Huyen have been very responsive to support us along the way with our IT problems, they are very thorough and results-driven with their work. We would highly recommend them.”
CEO of ICCM & Crown Clinic
“We found that we are spending almost one-fourth of our previous budget and getting double the conversion which is a great deal to achieve in a short period of time.”
Dr Mark Attalla
Cosmetic Surgeon / Owner of Chelsea Cosmetics
“We’ve seen a significant increase in our website traffic by over 200%, we’ve gone from having 12 enquiries to anywhere from 50 to 100 enquiries in a month, while consistently filling our list times at the hospital.”
Dr Michael Yunaev
Cosmetic Surgeon, Specialist Breast (Oncoplastic)
“Over the last 12 months we have increased the web traffic by over 100% and also increased the conversion by over 100%.”
Dr Naveen Somia
MBBS, PhD, FRACS Plastic Surgeon
“The number of requests for consultations is at least doubled from the last 5 months, which is a very good sign. I’ve enjoyed working with both principles.”
Dr Darryl Hodgkinson
Plastic Surgeon / Owner of Double Bay Day Surgery