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#110: Why Social Media Ads Don’t Work For Medical Clinics

“Given our less-than-satisfactory experience with the previous agencies, who promised the world with minimal results, OMD has truly transformed our digital presence. The outcomes surpass our expectations – website traffic has soared to almost 50,000 visitors, a remarkable increase from our starting point of around 2,000 per month. This achievement far exceeds their initial plans for us. We are particularly pleased with the booking numbers, which have doubled or even tripled compared to this time last year. So much so, we’ve enlisted OMD to manage our other website Eastern Plastic Surgery. We highly recommend them to any surgical and non-surgical clinics.”

Ms Christine Cheng
Marketing Manager

EST Clinic
Christene Cheng EST Clinic

The Situation

EST Clinic, under the leadership of Dr. Frank Lin, stands as one of the leading aesthetic clinics in Melbourne, Australia, with two locations offering a range of comprehensive treatments and high-end, customised professional skincare for all patients.

Their brand new flagship city clinic is situated in the heart of Melbourne CBD at 271 Collins St., one of the most recognised addresses in Melbourne’s upscale shopping precinct.

Despite achieving remarkable cosmetic results for numerous patients in Melbourne, EST Clinic found itself questioning why it wasn’t as busy as some competing clinics in the area. Motivated to enhance the clinic’s digital presence, they sought assistance from a local digital marketing agency. However, despite engaging one agency after another, a significant increase in new patient bookings remained elusive.

The clinic’s online visibility was average, particularly compared to its premium and luxury brand, with lower-than-ideal website traffic and ranking visibility for the main procedure keywords. This is notable considering the clinic targets both English and Chinese-speaking clients.

After working with several agencies without much success, EST Clinic decided to explore a completely different agency.

After thorough research and recommendations from aesthetic industry contacts for an agency that specialises in medical marketing, particularly with a strong track record in marketing for aesthetic clinics, the client discovered Online Marketing For Doctors.
Following a comprehensive interview and background check, the OMD team was commissioned to work on EST Clinic’s 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 200% year on year.

Results after an initial 18-month campaign;

  • A revamped website with the focus on the conversion optimisation
  • A 2,051 % increase in organic traffic
  • A 1,665 % increase in total traffic
  • More than 200% increase in the number of new client bookings
Figure 1: EST Clinic traffic and conversion results 12 months ago
Figure 2: EST Clinic traffic and conversion results 12 months later

Figure 3: EST Clinic ranking results for most competitive keywords

What We Implemented

Technique 1: Clarify 3 Foundational Marketing Questions For EST Clinic

This is a critically important session that allowed us to give EST Clinic’s 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 EST Clinic 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 EST Clinic.

There are 3 main foundational questions that we need to be able to answer to accelerate EST Clinic’s 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 EST Clinic’s Value Proposition and Key Differences from Other Clinics

After conducting extensive research on the industry and EST Clinic’s biggest competitors, and after interviewing EST Clinic, we were able to identify EST Clinic’s 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.

Figure 5: The revamped website 

Technique 4: Implement OMD High Performance 9 Step Process

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

EST Clinic has two different locations in Melbourne, and we optimised both listings to ensure they don’t compete for the same areas, especially considering that many keywords with search volume include the term ‘Melbourne.’

For the second location in Box Hill, we took measures to ensure that people in the Box Hill area can easily find the clinic using search terms such as both ‘Box Hill’ and ‘Melbourne.’ Additionally, we incorporated Chinese language elements into the listing information to cater to Chinese-speaking patients and clients, enhancing their ability to locate the clinic.

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
EST Clinic Box Hill
EST Clinic Box Hill
EST Clinic Melbourne
plastic surgeon manchester
EST Clinic GMB Results
GMB EST Clinic
GMB EST Clinic Melbourne
GMB EST Clinic Melbourne
Figure 6: 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 plastic surgery 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;

EST Clinic Aesthetic Marketing SEO Campaign Performance in Dec 2023
Figure 7: 2,051 % increase in organic traffic over the last 12 months compared to the previous period
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 EST Clinic’s main conditions and procedures.

This comprehensive keyword research enabled us to devise a strategy to help EST Clinic target all the important suburbs in Melbourne.
The keyword research not only covers short-tail but also long-tail keywords for blog content development.

EST Clinic homepage keyword research
EST Clinic procedures keywords research
EST Clinic long tail keywords
EST Clinic blog topics

Figure 8: 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 EST 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.
  • 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 EST Clinic ’s 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 examples of high quality, relevant sites that have featured EST Clinic:

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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