HOW WE HELPED LUMIERE BEAUTY CLINIC INCREASE THE NUMBER OF PATIENTS BY 100% IN 6 MONTHS

Lumière Beauty Clinic, Sydney’s premiere medical-grade medical surgical clinic that puts a significant focus on minimally invasive procedures, founded by Ms Christy Xuan in 2017.

Due to the fact that Lumiere Beauty Clinic is a fairly young brand, they haven’t got a solid online foothold in the same way that more established medical and beauty clinics in Sydney have.

Despite being excellent in what they do, their online presence was fairly weak with low website visibility. There were not many patient reviews and the website content was thin without in-depth content, videos, previous patient case studies and before and after images.

Another goal that Lumiere Beauty Clinic wants to achieve is to generate more enquiries from Caucasian market as they were getting enquiries mainly to Chinese speaking communities.

The website traffic was low and the Google ads campaign was not strong enough to generate any substantial number of leads.

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

In early 2020, Ms Christy Xuan 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 Lumiere Beauty Clinic’s website. Finally, they found the breakthrough with OMD.

The clinic is now growing really well with over 1000 patients and experienced the growth rate of over 100%.

This is a critical session that allowed us to give Lumiere Beauty 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 Lumiere Beauty Clinic.

There are 3 main foundational questions that we need to be able to answer to better accelerate Lumiere Beauty 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 see where they can be found.

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 were used to find information related to Lumiere Beauty Clinic ’s main services.

This comprehensive keyword research enabled us to devise a strategy to help Lumiere Beauty Clinic target all the important suburbs in Sydney.

We also looked at the paid traffic data to determine the search queries that drive more conversions for the website and prioritise these keywords.

The keyword research not only covers short-tail but also long-tail keywords for blog content development.

We gradually built more pages for Lumiere Beauty Clinic by adding highly specific niche service pages with unique content.

A website with 100 pages has greater traffic than a 10-page website, simply because it offers more topics that users could search for.

We applied this strategy on Lumiere Beauty Clinic ’s service pages by creating more pages to target any possible keyword themes that users would search for, including:

Liposuction

• BodyTite Liposuction & Body Contouring
• Upper and Lower Back Liposuction
• Love Handles Liposuction
• Thigh Liposuction
• Leg Liposuction
• Arm Liposuction
• Chest Liposuction
• Face Liposuction
• Double Chin Liposuction
• Liposuction For Men

Thread Lift

• Lower Face Thread Lift
• Jawline Thread Lift
• Brow Thread Lift

We implemented best practice for on-page optimisation adhering to Google and other search engine webmaster guidelines, including:

• Rewriting 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 Lumiere Beauty Clinic ’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.
• Improving 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

This is the strategy that not many agencies know of and we’ve applied successfully for many clients and helped clients reduce budget by up to 100% and double the conversions, to 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 with a lower than average 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 cost of a particular keyword.