HOW WE CAN HELP HELPED ArthritisCARE INCREASE THE NUMBER OF PATIENT ENQUIRIES BY 736% IN 12 MONTHS

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%.

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.

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.

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.

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

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