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  • Client:
    ICCM
  • Industry:
    Cosmetic Surgery
  • Skills:
    Web Design & Development, Content Marketing, SEO, PPC

Challenge:

ICCM was among the first cosmetic surgery clinics in Sydney to be practising the latest techniques in thread lifting (non-surgical face lifts), fat transfers, dermal fillers and anti-wrinkle injections.

When ICCM signed on with OMD, their aim was to take their digital marketing and advertising strategy to the next level. More specifically, ICCM needed a marketing partner to execute a well-optimized, highly targeted search, display, and social advertising strategy that not only drove a high volume of qualified new leads, but converted those leads into new patients—all without bloating their existing marketing budget.

Solution:

Since the beginning of this partnership, OMD has worked closely with the ICCM team to introduce a full suite of search, social, and display advertising strategies.

There’s no question that the ways people seek cosmetic surgery services have changed significantly thanks to the proliferation of digital channels. To reach the right people at the optimal time—where and when they search for a cosmetic surgeon—our teams introduced paid search (PPC), social, and display advertising strategies for ICCM.

Our goal was to aggressively feed the top of ICCM’s patient lead funnel using strategies that directly targeted specific demographics. At the same time, we strove to drive more ad impressions to capture eyes and ears during the consideration stage, a critical precursor to lead generation and conversion.

So much of digital advertising is knowing who your target audience is. We designed and optimized PPC campaigns based on the probable location of ICCM’s prospective new patients looking for cosmetic surgery, including those people within a specific radius of each location. In addition, we created a tailored target keyword list based on ICCM’s services, promotions, and specialties, then optimized our advertising for these keywords using our keyword bidding strategy.

Getting optimized, targeted, and persuasive ads up across search and social was just half the battle. We also needed to convert those clicks once we captured them into leads and appointments. To do so, OMD redesigned and rebuilt their existing landing pages to drastically improve conversation rate (CVR). We did so by creating new copy and visuals as well as a completely new content layout to ensure a smooth information flow along the landing page leading the visitor to taking action. The landing pages were optimized for mobile and thus creating continuity throughout the patient experience, from digital ad to landing page and beyond.

To date, these strategies have generated over 3000 new enquiries in 2020. ICCM rised to top positions in Google search results for high demand keywords such as “facelift Sydney”, “skin needling Sydney”, “thread lift Sydney”.

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