HOW WE HELPED CROWN CLINIC INCREASE THE NUMBER OF PATIENTS BY 300% IN 6 MONTHS

Crown Clinic, Sydney’s premiere medical-grade medical surgical clinic that puts a significant focus on hair transplant for the male market, founded by Mr James and Ms Ilka Nadin in 2005.

Since Crown Clinic has been around for a while, they have a solid value proposition and understand their target market very well. What they need is a digital marketing strategy that can map out the plan of how to reach more of their target audience through search and social media marketing more effectively.

Despite being excellent in what they do, their online visibility wasn’t strong. There were not many patient reviews and the website content was thin without in-depth content, videos, previous patients’ case studies and before and after images.

Another goal that Crown Clinic wants to achieve is to generate more enquiries from a group of market who are considering getting their hair transplant overseas.

They worked with several branding and marketing agencies before without much success.

In late 2019, Mr James Nadin decided to search for a professional digital marketing consultant who has experience specifically with medical industry and track record in medical sector, they found Online Marketing For Doctors (OMD) team through our Master Class educational campaign for medical clinics and after a thorough interview and background check, OMD team were commissioned to work on Crown Clinic’s website. Finally, they found the breakthrough with OMD.

Now the clinic is now growing incredibly strongly with over 1000 patients, and experienced a growth rate of over 300% after a 6 month campaign.

Now the clinic is now growing really strong with over 1000 patients and experienced the growth rate of over 300% after 6 month campaign.

This is a critical session that allowed us to give Crown Clinic 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 Christy Xuan, and gained some fundamental information about the practice: target patients, key services, their niches, differences, strengths, weaknesses, threats and opportunities from the market, and we used this information to devise a custom online marketing strategy for Crown Clinic.

There are 3 main foundational questions that we need to be able to answer to better accelerate Crown Clinic’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.

We researched and proposed a detailed digital marketing plan outlining the target market audience profiling, the current channels, platforms that they are hanging out, the influencers that we need to reach out and also the creative hook ideas to generate more brand awareness and interest from prospective audience.

Our competitor research is designed to gain a clear understanding of who are our clients’ strongest competitors both domestic and overseas clinics - 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 they do it, gives our team and the client directions on how to surpass them.

This is the strategy that not many agencies know of and we’ve applied successfully for many clients and helped clients to reduce budget by up to 100% and double the conversions, and reduce the cost per acquisition significantly.

SKAG means Single Keyword Ad Group Strategy - we only use one keyword or very close version of that keyword in the ad group, for example “Liposuction Sydney” and “Liposuction In Sydney”.

This will ensure that the ad copy matches users’ search queries, hence increasing Click Through Rate.

Another strategy for bidding is we have a negotiation process with Google and always start lower than average low-range bid of a particular keyword’s cost per click and increase it up to the point that Google is willing to show the ads. This helps make sure that we don’t overpay Google and together with SKAG structure, we can control the CPC of the keyword very well and know the exact real cost of a particular keyword.