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“We have received positive feedback from our visits to GPs organised by OMD, they managed to book 7 GP visits for us in the first 2 weeks. GP marketing is 100% critical in terms of growing the practices. There are no hiccups in the OMD process, they are very responsive in communicating with us via text messages, emails and phone calls to notify us on the booked meetings.

They came up with the 12-month campaign plan called Dream 100 Referrals to target the best GPs in the suburbs that we would like to speak to and they follow up with these GPs via emails, faxes, and mails consistently. They call the GPs the day before and the day of the meetings to make sure the GP representatives show up for these appointments. In general, so far we are happy with the website and online presence that OMD set up and the OMD performance in SEO, Google Ads and referral marketing campaign.”

Dr Hugh Stephen Winters
MBChB (Auckland) FRACP (Neurology) CCINR (Neurology)
Neurologist and Owner of Cura Medical Specialists
www.curaspecialists.com.au

dr stephen winters
hugh stephen winters

The Situation

CURA Medical Specialists is one of the leading private neurology practices in Sydney, Australia, having practiced since 2021.

In 2021, Dr. Stephen Winters embarked on establishing his own private practice. Seeking guidance through business coaching, he was advised to explore unconventional marketing methods, particularly in the realm of digital marketing. This approach stands in contrast to the reliance of many of his specialist colleagues on traditional GP referral channels.

After thorough research and recommendations from industry contacts for an agency that specialises in medical marketing, particularly with a strong track record in marketing for doctors, the client discovered Online Marketing For Doctors.

Following a comprehensive interview and background check, the OMD team was commissioned to work on CURA Medical Specialists’ website, leading to a breakthrough in their online presence.

The practice is now growing fast with thousands of patients and has experienced a growth rate of over over 100% year on year.

Results after an initial 24-month campaign;

  • A new conversion-driven website
  • A 81.94% increase in total traffic (1,310 visits vs 720 visits)
  • A 2,000% increase in organic traffic (735 visits vs 35 visits)
  • A 1,175% increase in patient enquiries from organic traffic (51 enquiries vs 4 enquiries)
  • A 31.58% increase in patient enquiries from paid advertising (25 enquiries vs 19 enquiries)
  • A 135% increase in total patient enquiries (87 enquiries vs 37 enquiries)

Figure 1: CURA Medical Specialists traffic and conversion results 24 months later.

CURA Medical Specialists ranking results for most competitive keywords in targeted locations.

Figure 2: CURA Medical Specialists ranking results for most competitive keywords in targeted locations.

What We Implemented

Technique 1: Clarify 3 Foundational Marketing Questions For CURA Medical Specialists

This is a critically important session that allowed us to give CURA Medical Specialists’ clinic a clear direction for their online marketing activities,  resources and to establish a clear pathway to reach their business goals.

We had a strategy meeting with CURA Medical Specialists 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 CURA Medical Specialists.

There are 3 main foundational questions that we need to be able to answer to accelerate CURA Medical Specialists’ marketing efforts better; 

  • 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 much easier 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. 

Technique 2: Research on What Strong Competitors Do and How They Do Well

Our competitor research is designed to gain a clear understanding of who our clients’ strongest competitors are – what are their competitive advantages, value propositions and online marketing activities.  We specifically identify;

  • Where do these competitors advertise?
  • How is their advertising working?
  • What are their biggest website traffic referral sources?
  • What are the keywords that our competitors rank and our client doesn’t ?
  • What website pages and their keywords generate the most traffic for competitors?
  • Where do they build links, and where do they promote their websites?

Gaining an insight into what competitors do and how competitors do it gives our team and the client directions on how to surpass them.

Technique 3: Revamp the Website to Increase User Experience and Conversion Rate

One of the critical steps that other digital marketing agencies overlook is to review and improve the website user experience and conversion rate. A website is the cornerstone of all web marketing promotions and no matter how much traffic is driven to the website, if it doesn’t convert well, all the efforts will go down the drain.

The changes include;

  • Strong, clear call to action button
  • Create a strong Brandscript – a memorable tagline that the clinic wants their prospective patients to know about their brand.
  • Creating a one-liner is a concise statement we use to clearly explain what the clinic offers. ​​It is the most powerful tool you can use to make customers curious about your brand. The one-liner is composed of three parts—the problem, the solution, and the result.
  • Revamp the website look and feel to make it more contemporary, organised, easy for users to navigate
  • Feature best-selling points of the procedure, provide patients with more educational info such as videos, images, reference to credible information sources.

Highlight CURA Medical Specialists’ Value Proposition and Key Differences from Other Clinics

After conducting extensive research on the industry and CURA Medical Specialists’ biggest competitors, and after interviewing CURA Medical Specialists, we were able to identify CURA Medical Specialists’ biggest strengths and value proposition, and the key points of difference compared to the competition.

We then highlighted these key selling points on the website home page and all subpages to ensure that their target prospects would be able to view them easily from wherever they landed on the website.

cura specialists home
cura specialists stroke
cura specialists referral

Figure 3: The brand new website with the focus on the user experience and conversion rate optimisation.

Technique 4: Sales Funnel For the Core Offer and Lead Magnet

Most marketing plans do not fail in intent or philosophy of communication, they fail in execution. People simply don’t get it done.

If your website has a clear message and no sales funnel, your business will not grow. Your visitors will assume you can’t solve their problem and they will leave in search for someone who can.

Whether you run a small or big marketing campaign, the easiest and the best marketing plan starts with a sales funnel.

It doesn’t matter what you sell, if you use words to sell your products or services,  a sales funnel will work.

A sales funnel is the basic foundation of a good digital marketing plan. Once you create a sales funnel, your advertising can then support your sales funnel.

While there is more to marketing than a digital plan, your digital strategy, including your website, lead generator, and email campaign will serve as the foundation for all your other collateral.

A sales funnel is a way to capture and convert leads. The sales funnel we created for CURA Medical Specialists includes the following 5 components;

1. BrandScript

We clarified the clinic branding message by creating a memorable tagline that the clinic wants their prospective patients to know about their brand.

Example: Minimal Wait Times –  Maximum Care

Example of strong brand script or headline to highlight the key selling points.

Figure 4: Example of strong brand script or headline to highlight the key selling points.

2. One-liner:

One-liner is a concise statement we use to clearly explain what the clinic offers. It is the most powerful tool you can use to make customers curious about your

brand. We distilled that message into a single sentence. ​​The one-liner is composed of three parts—the problem, the solution, and the result.

Example: We focus on keeping our waiting times short by recruiting new specialists when needed. You don’t have to wait any longer. With minimal waiting time, you can visit our neurologists in Sydney early.

3. Landing Page and Website That Convert:

We elaborated on the brandscript and one-liner and brought it to life on a clear and compelling website and landing pages for the Pay Per Click ads campaign to improve the conversion rate of the website visitors.

The key value propositions or best selling points of the clinic are emphasised on the landing pages and web pages to enhance the conversion rate

Figure 5: The key value propositions or best selling points of the clinic are emphasised
on the landing pages and web pages to enhance the conversion rate.

4. Lead Magnet/Generator:

We devise lead generators, such as a baldness calculator, to capture prospects’ emails and phone numbers. Given that more than 95% of website visitors typically leave without making any enquiries, our focus is on capturing and nurturing this significant pool of potential leads.

5. Follow Up Email Sequence:

The whole point of a lead generator is to get an email address. Remember, when potential patients/clients give you their email addresses you should consider them a hot lead.

Sending them regular, valuable emails is your best opportunity to continue building a relationship and selling them a product that will solve their problem. While a few people will buy a product or make a booking immediately, most will need to continue to learn more about your company before feeling a sense of trust.

Not following up with your customers after they download your lead magnet is like getting somebody’s phone number after asking them out and then never calling them back.

For CURA Medical Specialists, we set up nurturing and sales email campaigns to follow up prospects who sign up for the lead magnet offer.

Technique 5: Create a Dedicated Landing Page For Google Ads Campaign

One of the main Paid Per Click advertising strategies is to build a dedicated landing page without distractions and single focused call to action. The landing page helps answer all possible questions that prospects might have. The landing page helps increase conversions by  55.05%.

cura specialists stroke landing page
cura specialists migraines landing page
cura specialists iih landing page

Figure 6: The efforts revamping landing pages help increase the conversion rate by 18.10% and the absolute number of conversions by 55.05%.

Google Ads 1 neurologist sydney
Google Ads 2 neurologist sydney
Google Ads 3 neurologist sydney
Neurologist Clinic
Neurologist Sydney - Page 1, Pos. 1
Neurology Specialist - Page 1, Pos. 1

Figure 7: Some examples of high-ranking and effective ads copies.

Technique 6: Implement OMD High Performance 9 Step Process

1. Optimise the Google My Business Listing and Build Up The Review Number

An optimised Business Profile on Google helps prospects to choose your business over competitors. It helps improve engagement and book local ranking and definitely convert more prospects into patients.

Following are the 13 ways we used to optimise the clinic’s Google My Business profile:

  1. Claim Business Profile
  2. Complete every section of the Google My Business account
  3. Be meticulous with contact information
  4. Select primary and secondary categories
  5. Mark off applicable attributes
  6. Write a complete “from the business” description
  7. Publish Google posts fortnightly
  8. Upload new photos fortnightly
  9. Answer questions
  10. Collect and respond to reviews
  11. Add the clinic’s products and/or services
  12. Set up messaging
  13. Maintain the clinic’s Business Profile
Neurologist Clinic CURA Medical Specialists GMB Call Results dec 2023 -Feb 2024
Neurologist Clinic CURA Medical Specialists GMB
Neurologist Clinic CURA Medical Specialists GMB Website Click Results dec 2023 -Feb 2024
Neurologist Clinic CURA Medical Specialists GMB Overview Results dec 2023 -Feb 2024
Neurologist Clinic CURA Medical Specialists GMB Discovery Results dec 2023 -Feb 2024

Figure 8: We optimised the client Google My Business Listing for local search results and generated more reviews for the clinic.

2. Write Unique, Long-Form Content For Condition Pages

One of the common mistakes when it comes to medical website content, especially for the neurology sector is the content duplication, basically the content has been copied from other medical websites or brochures and reposted on practices’ websites. This happens quite often and as an experienced medical SEO expert, we thoroughly audited the content of the website and rewrote all the pieces that have thin or duplicated content and added images, diagrams, videos to enrich user experience.

And the result is the incredibly fast increase of organic traffic after just a couple of months from the time the content was updated.

Informative blog articles is one of the key traffic drivers especially when it comes to target prospects in the information searching stage, below are some examples of the blog articles that we produce for the client on monthly basis;

3. Comprehensive Keyword Research For All Targeted Conditions, Services and Blog Content

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 CURA Medical Specialists’ main conditions and procedures.

This comprehensive keyword research enabled us to devise a strategy to help CURA Medical Specialists target all the important suburbs in Sydney.

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

Cura Keyword Research - New Treatments
Cura Keyword Research - New Services
Cura Keyword Reseach Screenshots Services
Cura Keyword Reseach Screenshots Page Optimisation
Cura Keyword Reseach Screenshots Homepage
Cura Keyword Reseach Screenshots Blog Topics

Figure 9: Thorough keyword research to identify the content topics that generate the most relevant traffic for the client website.

4. Implement SEO On-site Best Practices

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 CURA Medical Specialists’ 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
5. Build High Quality Links

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 CURA Medical Specialists’ 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

Some good examples of backlinks we built for CURA Medical Specialists

  • https://doctortoyou.com.au/what-you-should-know-about-idiopathic-intracranial-hypertension/
  • https://prwire.com.au/pr/113870/what-should-you-know-about-neurologists
  • https://the-f.com.au/surgical-treatments-for-occipital-neuralgia-and-vertigo-evaluating-your-options-in-sydney/
  • https://shoutinaustralia.com/healthy-things-you-should-do-to-avoid-another-stroke/
  • https://insidexpress.com/lifestyle/health/7-reasons-you-should-see-a-neurologist/
  • https://healtholine.com/5-signs-it-is-time-to-see-your-neurologist/
  • https://www.onyamagazine.com/australian-affairs/how-to-free-yourself-from-back-pain-with-ease/
  • https://www.chivmen.com/remedies-for-headaches/
  • https://www.medsnews.com/health/vestibular-migraines-are-not-just-a-form-of-dizziness/
  • https://www.gudstory.com/surgical-treatments-for-occipital-neuralgia-and-vertigo/

What Other Doctors, Surgeons,
Clinic Owners Say About Us

Dr Geoff Cashion

“They have methodically transformed my digital presence and my sales have gone through the roof. I have not been disappointed and to be honest, they have exceeded my expectations. I look forward to a long relationship with OMD.”

Dr Geoff Cashion
Owner of Vasectomy Australia

geoff cashion signature

Ms Christy Xuan

“We’ve seen a significant increase in our website traffic and enquiries by over 300%, with an obvious uptake in new patient enquiries and conversions coming through the clinic. We’ve seen a complete turnaround in our online presence in several spaces that we are advertising in.”

Ms Christy Xuan
Owner of Lumiere Beauty Clinic

christy xuan signature

Huyen Truong With PCLS Coffs Harbour Marketing For Plastic Surgeons

“They put together a comprehensive strategy and plan to improve our digital marketing presence (SEO, PPC ads, Website Content and Landing Pages), and so far we can see obvious improved results from the work that they have done.”

Dr Chandran Arianayagam
Plastic Surgeon/Owner of PCLS Coffs Harbour

Dr Chandran Arianayagam

James Zagarella testimonial

“It’s now been 4 months and I am nothing but impressed with this team. They’ve delivered above their projections and continually over-deliver on their promises. The team is quick to respond to any issues, their professionalism is second to none.”

James Zagarella
General Manager of Dr Hodgkinson Clinic

James Zagarella

james nadin testimonial

“Enquiries have gone crazy and the number of enquiries has increased three-fold ever since they started 6 months ago. The team and Huyen have been very responsive to support us along the way with our IT problems, they are very thorough and results-driven with their work. We would highly recommend them.”

James Nadin
CEO of ICCM & Crown Clinic

James Nadin

mark attalla testimonial

“We found that we are spending almost one-fourth of our previous budget and getting double the conversion which is a great deal to achieve in a short period of time.”

Dr Mark Attalla
Cosmetic Surgeon / Owner of Chelsea Cosmetics

Mark Attalla

michael yunaev testimonial

“We’ve seen a significant increase in our website traffic by over 200%, we’ve gone from having 12 enquiries to anywhere from 50 to 100 enquiries in a month, while consistently filling our list times at the hospital.”

Dr Michael Yunaev
Cosmetic Surgeon, Specialist Breast (Oncoplastic)

Michael Yunaev

naveen somia testimonial

“Over the last 12 months we have increased the web traffic by over 100% and also increased the conversion by over 100%.”

Dr Naveen Somia
MBBS, PhD, FRACS Plastic Surgeon

Naveen Somia

dr hodgkinson testimonial

“The number of requests for consultations is at least doubled from the last 5 months, which is a very good sign. I’ve enjoyed working with both principles.”

Dr Darryl Hodgkinson
Plastic Surgeon / Owner of Double Bay Day Surgery

Daryl Hodgkinson

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