David M. Butler, MD
David Butler MD a plastic surgeon located in Santa Monica CA
The Challenge
Although he had a consistent flow of new patients through word of mouth, David was looking to attract new online patients that did not know about him. Prospective patients who had nor heard from him through a referral
would typically go to Google and search online using specific search terms.
The Solution
We advised David to do a complete website redesign to communicate his unique brand and also to create a online marketing strategy so that prospective patients could find them online and easily book an appointment at his offices.
That required an increase in visibility and also excellent user experience.
1. Strategic Roadmap
As with every new client we first performed a strategic assessment to determine what the company lacked in terms of visibility on the Internet’s marketing channels and what was necessary to implement in order to achieve our goals.
2. Keyword research
The first task was to perform keyword research to determine
- Category list
- Content/landing pages
- Navigation
Each landing page had its custom banner
before and after pictures for each procedure
Drop-down procedure information menus
Share buttons
Here were the categories:
- Cosmetic & Reconstructive Surgery
Facelift
Rhinoplasty
Rhinoplasty Revisions
Neck Lift
Forehead Lift/Brow Lift
Facial & Neck Liposculpture
Otoplasty
Lip Augmentation
Eyelid Surgery / Blepharoplasty
Chin Augmentation
Cheek Enhancement
Reconstructive Surgery
- Minimally Invasive Surgery
Endotine Lifts
Endoscopic Mid Face Lift
Silhouette Lift
Liposuction
Medical Needling
- Nonsurgical Rejuvenation
Exilis
Photorejuvenation (IPL)
Laser Rejuvenation
Injections
Dermal Fillers
Muscle Relaxants
We also created content for each page as well as before and after pictures.
See example below for the rhinoplasty page.
3. We performed Search Engine Optimization for the terms mentioned above.
To each keyword we added “Santa Monica Los Angeles” so that it got found by the search engines mainly Google and Bing.
For example under the category “Cosmetic & reconstructive surgery” in the title tag of the Rhinoplasty page we put: Rhinoplasty Santa Monica Los Angeles.
4. We also created campaigns on Google Adwords and Bing for the most important procedures
Rhinoplasty and blepharoplasty (Eyelid surgery).
See Adwords example for Rhinoplasty.
Rhinoplasty Expert
Where Artistry Meets Surgery
15 Yrs.Experience.1000+ Procedures.
Rhinoplasty Expert in LA.
World-Renowned. Board-Certified.
0% Financing. See Photo Gallery.
Top Rhinoplasty Surgeon.
15 Yrs.Experience.1000+ Procedures.
0% Financing. See Photo Gallery.
Top Rhinoplasty Surgeon.
World-Renowned, Board-Certified.
0% Financing. See Photo Gallery.
Top Rhinoplasty Surgeon.
World-Renowned, Beautiful Results.
0% Financing. See Photo Gallery.
5. We also created a video that is featured on his site:
see video.
6. We installed phone tracking on his site.
Phone tracking was installed. for the following reasons:
a. We wanted to monitor whether the staff was doing a good job answering calls
b. Get Better ROI on SEO and PPC – By capturing the search terms that users were entering before calling so we could determine which keyword converted into a call and which ones did not. So that we could then focus the marketing on the keywords that converted and get rid of the ones that did not convert.
c. Measure the effectiveness of each marketing campaign online and offline by assigning a distinct phone number to each campaign
7. Review sites
We bolstered on various review sites including Facebook and Yelp.
The Results
The website turned out to be beautiful and very user-friendly on desktops as well as mobiles with social media integrated into the site. Fast-loading and readily findable on the search engines. Users can readily make appointments on the site or call whatever their preference is.
we added a search function on the site that helped in two ways:
first the user who found quickly what he or she was interested in and second it captured the search queries so that we could further and further refine the marketing messages to fit the queries.
After experimenting with the quality control we decided to search for a professional answering service that would pick up in less than 3 rings and also better at booking an appointment
with the prospective patient.
As a result the there was an 80% increase in booking over a one year span.
