HOW WE HELPED COSMETIC SURGEON DR. CHANDRAN ARIANAYAGAM INCREASE THE NUMBER OF PATIENTS BY OVER 200 % IN 9 MONTHS

• Well-established plastic surgeon
• Stagnant growth and low visibility in search results
• Underperforming website and minimal marketing activities
• High cost of new lead acquisition
• Few patient reviews

Dr Chandran Arianayaga is a well-known plastic surgeon in Australia specialising in surgical solutions for body and breast procedures for women and men in the Mid-North Coast region, NSW.

Despite having an excellent reputation in the area, Dr. Arianayaga didn’t have a strong online visibility.

The website was out-dated and didn’t showcase adequately his works and the services that the clinic offers.

He sensed that he needed to make some changes on his online visibility and in Nov 2019, Dr Arianayaga decided to search for a professional digital marketing consultant who has experience specifically with medical industry and track record in medical surgery sector, he reached out to Online Marketing For Doctors (OMD) team and after a thorough interview and background check, OMD team were commissioned to work on PLCS Coffs Harbour’s website. And so, the new history began…

This is a critical session that allowed us to give PCLS Coffs Harbour a clear direction for their online marketing activities, resources and to establish a clear pathway to reach their business goals.

We sat down with Dr Chandran Arianayaga 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 PCLS Coffs Harbour.

There are 3 main foundational questions that we need to be able to answer to better accelerate PCLS Coffs Harbour’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 hanging out.

On the other hand, if you don’t have perfect clarity on who that person is, it’s really hard to find them.

Specific is terrific.

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 PCLS Coffs Harbour ’s main services.

This comprehensive keyword research enabled us to devise a strategy to help PCLS Coffs Harbour target all the important towns in the Mid-North Coast region of NSW.

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 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 PCLS Coffs Harbour ’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

This is the strategy that not many agencies know of which 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 a very close version of that keyword in the ad group, for example “Breast Lift Coffs Harbour” and “Breast Lift In Coffs Harbour”.

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.