HOW WE HELPED VASECTOMY AUSTRALIA INCREASE THE NUMBER OF PATIENTS BY 100% IN 9 MONTHS

Vasectomy Australia, Australia’s premiere men’s health clinic, founded by Dr Geoff Cashion in 2017.

Since Vasectomy Australia is a fairly young brand, they haven’t yet got a solid online foothold as other men’s health clinics in the Australia wide market.

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 patients’ case studies and before and after images.

Another goal that Vasectomy Australia wants to achieve is to generate more enquiries from other city markets as they were getting enquiries mainly from Sydney and Melbourne markets.

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 marketing agencies before without much success.

In early 2020, Dr Geoff Cashion 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 Google search and after a thorough interview and background check, OMD team were commissioned to work on Vasectomy Australia ’s website. Finally, they found the breakthrough with OMD.

Now the clinic is now growing really strong with over 6000 patients and experienced the growth rate of over 100%.

This is a critical session that allowed us to give Vasectomy Australia 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 Geoff Cashion, 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 Vasectomy Australia.

There are 3 main foundational questions that we need to be able to answer to better accelerate Vasectomy Australia’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 hiding.

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.

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 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.

As for the results: the website now has reduced bounce rate, users are spending a longer amount of time on site, users’ more pages/visits and most importantly there is an increased conversion rate for Organic traffic.

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 Vasectomy Australia’s main locations.

This comprehensive keyword research enabled us to devise a strategy to help Vasectomy Australia target all the important suburbs in Sydney and other cities.

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 covered 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, including:

• 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 Vasectomy Australia’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 and we’ve applied successfully for many clients and helped clients to reduce budget by up to 100% and double the conversions, reducing 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 “Vasectomy Sydney” and “Vasectomy 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 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 cost of a particular keyword.