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

“The key challenges for my website arise from a history of limited marketing efforts. While my website has minimal traffic, many competing clinics have been actively engaged in digital marketing for years, some even exceeding a decade. OMD devised a comprehensive plan to overhaul my entire website, repositioning it as the go-to Mummy Makeover expert.

They initiated a Google Ads campaign to swiftly generate traffic, and the results became notably significant after the first 6 months, especially when SEO traffic started gaining traction.

Over the past 18 months, we are thrilled with the outcomes. OMD successfully secured our ranking for highly competitive keywords, driving over 5,000 monthly visitors to our website. The conversion numbers witnessed an impressive surge of 279% across all traffic channels. In comparison to the initial state of my website, OMD not only met but exceeded my expectations.

The OMD team, especially the Account Manager Michael, demonstrates exceptional thoroughness and proactivity in managing my account, overcoming the time difference between the UK and Australia by adapting to my schedule. I’d highly recommend Online Marketing For Doctors as the medical marketing agency for any clinics in need of digital marketing assistance.”

Mr Hyder Ridha –
Plastic Surgeon/Owner of HR Plastic Surgery

Dr Hyder Ridha - HR Plastic Surgery

The Situation

HR Plastic Surgery is one of the leading plastic surgery centres in London, UK, having practiced since 2007.

Despite achieving incredible plastic surgery results for numerous patients in the UK, they found themselves questioning why the clinic wasn’t as busy as some competing clinics in London.

Motivated to enhance the clinic’s digital presence, they sought assistance from a local digital marketing agency. However, they couldn’t observe a significant increase in new patient bookings.

The clinic’s online visibility was weak, with low website visibility, limited patient reviews on Google, and thin website content lacking a sales funnel, in-depth information, and videos for patients to be converted.

The website experienced low traffic, and the Google Ads campaign was not effective enough to generate a substantial number of leads.

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 plastic surgery clinics, the client discovered Online Marketing For Doctors.

Following a comprehensive interview and background check, the OMD team was commissioned to work on HR Plastic Surgery’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 247 % year on year.

Results after an initial 18-month campaign;

  • A new conversion-driven website
  • A 771 % increase in total traffic
  • A 2,098 % increase in organic traffic
  • A 410 % increase in patient enquiries from organic traffic
  • 247 % increase in total patient enquiries
HR Plastic Surgery traffic and conversion results 12 months ago
HR Plastic Surgery traffic and conversion results 12 months later

What We Implemented

Technique 1: Clarify 3 Foundational Marketing Questions For HR Plastic Surgery

This is a critically important session that allowed us to give HR Plastic Surgery’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 HR Plastic Surgery 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 HR Plastic Surgery.

There are 3 main foundational questions that we need to be able to answer to accelerate HR Plastic Surgery’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.

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.
Dr Malay Mehta Traffic & Conversion Growth Year on Year Hair Transplant Marketing

Figure 2: As a result, the website now has an increased conversion rate of 155% for all types of traffic.

Highlight HR Plastic Surgery’s Value Proposition and Key Differences from Other Clinics

After conducting extensive research on the industry and HR Plastic Surgery’s biggest competitors, and after interviewing HR Plastic Surgery, we were able to identify HR Plastic Surgery’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 3: The website before and after the revamp.

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 HR Plastic Surgery includes the following 5 components;

1. Brand Positioning:

In the realm of plastic surgery, a significant challenge lies in setting clinics apart from others offering similar procedures. In collaboration with the client, we delved into HR Plastic Surgery’s core strengths and identified their typical patient demographics. Our findings revealed that HR Plastic Surgery consistently delivers outstanding results for mothers with kids and women aged 35 to 50.

Conducting additional industry research, we proposed a distinctive positioning for HR Plastic Surgery – branding them as the Mummy Makeover experts. This unique identity aims to assist women in reclaiming their confidence and feeling like themselves through specialised mummy makeover procedures.

2. 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: Get Your Pre-Pregnancy Figure Back. We help address the effects of childbearing, restoring your pre-baby shape or even improving upon it through personalised procedures for the breasts, body and face.

HR Plastic Surgery

Figure 4: HR Plastic Surgery has strategically established itself as the foremost expert in Mummy Makeovers. This brand positioning is prominently showcased on the homepage, subpages, social media platforms, and in direct emails targeting both prospects and existing patients.

3. 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: Giving birth is undoubtedly one of the most extraordinary and precious experiences a woman undergoes in her life, but the body changes that occur as a result can sometimes be very difficult, sometimes impossible, to reverse naturally.
We combine the most popular surgical procedures such as breast augmentation, breast lift, abdominoplasty (tummy tuck) and liposuction to redefine and lift breasts, recontour the stomach and remove excess stubborn fat.

HR Plastic Surgery

Figure 5: The one-liner takes center stage on the website, demonstrating a deep understanding of the prospects’ concerns, expressing empathy, and presenting the solution along with potential outcomes.

 

4. 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.

Below are examples of the landing pages we created for HR Plastic Surgery for different procedures within Mummy Makeover category;

HR Plastic Surgery
HR Plastic Surgery

Figure 6: Landing pages within the Mummy Makeover category

 

5. Lead Magnet/Generator:

We devise lead generators, such as ebooks, guides..etc, 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.

HR Plastic Surgery

Figure 7: Examples of lead magnets in ebook format that we created for HR Plastic Surgery

6. 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 HR Plastic Surgery, we set up nurturing and sales email campaigns to follow up prospects who sign up for the lead magnet offers.

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. 

screenshots of Google ads here

Figure 8: The efforts revamping landing pages help increase the conversion rate by 107 % and the absolute number of conversions by 989,29%

Technique 6: Leverage Facebook and Instagram Ads For Generating More Serious Leads

Unlike other digital channels, users’ behaviour on social media differs. They are not actively seeking solutions; instead, they spend time on social channels for entertainment and education. This distinction often leads to challenges for clinics running social ads campaigns. Many expect prospects to make bookings solely based on social media ads.

Online Marketing For Doctors’s Approach:
OMD employs a comprehensive social media marketing strategy, applying an OMD social media full-funnel approach. This strategy guides users from brand awareness through consideration, conversion, and loyalty to advocacy stages after becoming clients or patients at the clinic.

The OMD Full Funnel Strategy

Figure 8: OMD Full Funnel Social Strategy

Brand Awareness: Objective: Introduce potential patients to the HR Plastic Surgery team, and the unique aspects of the clinic.
  • Use brand awareness campaigns on social media to showcase HR Plastic Surgery’s experience, the team, patient before-and-after care, past work examples, and differentiating factors from other clinics.
  • Promote lead magnets, such as ebooks and a baldness calculator, to capture prospects’ contact information for follow-up campaigns. Share general educational content like blog posts, webinars, and videos to educate prospects about procedures and costs.
  • Target cold traffic, focusing on the lookalike audience of past patient profiles, website visitors, and the ideal persona of the target audience.
Brand Consideration: Objective: Assist prospects in narrowing down choices through engagement with the clinic’s offerings.
  • Target users engaged in brand awareness campaigns and those who have visited the clinic’s website.
  • Offer a Doctor Only Low Cost Consultation, outlining what it includes and addressing frequently asked questions.
  • Continuously showcase patient results and feedback during this stage.
Conversion: Objective: Facilitate the decision-making process for prospects ready to make a “purchase” or booking.
  • Engage prospects who have signed up for the Low Cost Consultation offer.
  • Share ads focusing on expected results, patient feedback, aftercare processes, and pricing details, including payment plans.

Figure 10: Conversion ads with the Free Consultation offer – requested from Michaela

Patient Loyalty:

Objective: Ensure ongoing engagement with existing customers, enhancing their experience.

  • Be engaging, and be involved. Constantly look out for their wants and anticipated needs.
  • Collect feedback through ads encouraging clinic reviews.
  • Introduce additional procedures and complementary services to cross-sell and upsell, promoting continual revenue generation.

Brand Advocacy:

Objective: Leverage satisfied patients to expand the clinic’s reach through word-of-mouth and online mentions.

  • Encourage patients to share their positive experiences through lifestyle photos and videos.
  • Facilitate referrals by offering special vouchers for both the referring patient and the new patient.

Conclusion:

Retaining existing patients is more cost-effective than acquiring new ones. By maintaining patient trust and engagement, OMD’s strategic approach ensures a continuous, positive relationship with patients and contributes to the growth and success of the clinic.

Technique 7: Implement OMD High Performance 9 Step Process

Reorganisation of Google My Business Listings

HR Plastic Surgery operates with multiple locations, therefore when it comes to optimising each GMB for targeted locations, OMD ensured there was no overlap or self-competition among different local listings in the same city or suburb.

Optimising Each GMB For Its Targeted Location 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:

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
HR Plastic Surgery Google Reviews
HR Plastic Surgery Google Reviews
HR Plastic Surgery Google Reviews
HR Plastic Surgery Google Reviews
HR Plastic Surgery Google Reviews
HR Plastic Surgery Google Reviews
HR Plastic Surgery Google Reviews
HR Plastic Surgery Google Reviews

Figure 9: We optimised the client Google My Business Listing for local search results and generated more reviews for the clinic

1. Write Unique, Long-Form Content For Procedure and Blog 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;

Crafting keyword-rich content that aligns with user search queries has contributed to the generation of thousands of website visitors for HR Plastic Surgery over the past 18 months.

HR Plastic Surgery
HR Plastic Surgery

Figure 10: A blog article has driven 2,148 visits per month, that shows the importance of producing the right content that users are looking for

HR Plastic Surgery

Figure 11: Impressive month on month growth for website visitors and enquiry numbers

2. 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 HR Plastic Surgery’s main conditions and procedures.

This comprehensive keyword research enabled us to devise a strategy to help HR Plastic Surgery target all the important suburbs in London and other locations.

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

Figure 12: Thorough keyword research to identify the content topics that generate the most relevant traffic for the client website

3. 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 HR Plastic Surgery’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

4. 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 HR Plastic Surgery ’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 HR plastic surgery:

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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