“We’ve partnered with Online Marketing For Doctors as our medical marketing agency to rejuvenate our website presence and bolster organic traffic across the entire site for over a year now since 2022.
Our primary aim with the medical SEO campaign for IRSA is to amplify website traffic, guiding patients towards discovering the advantages of utilising interventional radiology for treating common medical conditions they may have previously overlooked. Additionally, this serves as a platform to spotlight our interventional radiologists, who are esteemed members of our organisation, facilitating patient access to leading interventional radiologists in Australia and New Zealand.
Over the past 12 months, OMD completely revamped our website, prioritising enhanced user experience. The project’s challenge lay in targeting distinct audience groups: existing members, patients, and referring doctors. OMD not only crafted an aesthetically pleasing website but also one that is exceptionally user-friendly, enabling us to effectively engage with diverse audiences. Moreover, they achieved an outstanding 550% increase in website traffic through organic channels via the national SEO campaign.
We’ve found working with the account manager, the whole team and the quality of their work to be exemplary. Their responsiveness, thoroughness, proactivity, and results-driven approach have been commendable. We’re extremely pleased with the outcome and highly recommend OMD to fellow medical and healthcare professionals seeking to enhance their digital presence and attract more patients online.”
Dr Christopher Rogan
Interventional Radiologist/Phlebologist
Interventional Radiology Society of Australasia
www.irsa.com.au
The Situation
The Interventional Radiology Society of Australasia (IRSA) is a not-for-profit members society governed by the Executive Committee.
Their mission is to provide continuing education, resources, networking opportunities whilst advocating the definition, direction and goals of interventional radiology for best impact on patient safety and care.
One primary objective of the medical SEO campaign for IRSA is to increase website traffic, encouraging patients to discover the benefits of utilising interventional radiology for treating common medical conditions that patients may not have been aware of previously.
In 2022, Dr Christopher Rogan realised the importance of digital marketing to increase patients’ awareness about interventional radiology and embarked on exploring 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 IRSA’ 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 550 % year on year.
Results after an initial 12-month campaign;
- A new conversion-driven website
- A 242% increase in total traffic (2,100 visits vs 613 visits)
- A 550% increase in organic traffic (1,300 visits vs 200 visits)
Figure 1: IRSA traffic and conversion results 12 months later.
What We Implemented
Technique 1: Clarify 3 Foundational Marketing Questions For IRSA
This is a critically important session that allowed us to give IRSA’ organisation 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 IRSA 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 IRSA.
There are 3 main foundational questions that we need to be able to answer to accelerate IRSA’ 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 organisation?
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 organisation wants their prospective patients to know about their brand.
- Creating a one-liner is a concise statement we use to clearly explain what the organisation 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.
Figure 2: More authentic videos and images are used across the website.
Highlight IRSA’ Value Proposition and Key Differences from Other organisations
After conducting extensive research on the industry and IRSA’ biggest competitors, and after interviewing IRSA, we were able to identify IRSA’ 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 brand new website with the focus on the user experience for different groups of target audiences 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 IRSA includes the following 5 components;
1. BrandScript
We clarified the organisation branding message by creating a memorable tagline that the organisation wants their prospective patients to know about their brand.
Example: Excellence and Advancement in Interventional Procedures
Figure 4: Example of strong brand script or headline to highlight the key mission of the organisation.
2. One-liner:
One-liner is a concise statement we use to clearly explain what the organisation 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: IRSA is the peak membership body for health care professionals working in the field of interventional radiology.
Our mission at IRSA is to become the leading authority in minimally invasive image-guided techniques in Australia and New Zealand.
3. 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.
Figure 5: The key value propositions of the organisation 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 IRSA, we set up nurturing and sales email campaigns to follow up prospects who sign up for the lead magnet offer.
Technique 5: 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 organisation’s Google My Business profile:
- Claim Business Profile
- Complete every section of the Google My Business account
- Be meticulous with contact information
- Select primary and secondary categories
- Mark off applicable attributes
- Write a complete “from the business” description
- Publish Google posts fortnightly
- Upload new photos fortnightly
- Answer questions
- Collect and respond to reviews
- Add the organisation’s products and/or services
- Set up messaging
- Maintain the organisation’s Business Profile
Figure 6: We optimised the client Google My Business Listing for local search results and generated more reviews for the organisation
2. Write Unique, Long-Form Content For Condition Pages
One primary objective of the medical SEO campaign for IRSA is to increase website traffic, encouraging visitors to discover the benefits of utilizing interventional radiology for treating common medical conditions that patients may not have been aware of previously.
One of the common mistakes when it comes to medical website content, especially for the interventional radiology 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 medical 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;
Figure 6: We optimised the client Google My Business Listing for local search results and generated more reviews for the organisation
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 IRSA’ main conditions and procedures.
This comprehensive keyword research enabled us to devise a strategy to help IRSA target all the important suburbs in Sydney.
The keyword research not only covers short-tail but also long-tail keywords for blog content development.
Figure 7: 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 IRSA’ 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 IRSA’ 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 IRSA;
- 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
“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
“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
“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
“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
“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
“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
“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)
“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
“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
