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#64: How to Sell Like a Doctor?
CROWN CLINIC

“We have been using the Online Marketing For Doctors team for almost 6 months now and we are very happy with the results. They put together a comprehensive strategy and plan to improve our digital marketing presence (SEO, PPC ads, Social Media, Website Content and Landing Pages…) and so far we can see obviously improved results from the work that they have done. Enquiries have gone crazy, the number of enquiries has increased by three folds ever since they started. The team and Huyen have been very responsive to support us along the way with IT problems, they are very thorough and results driven with their work. We would highly recommend them.”

Mr James Nadin – CEO/Owner of Crown Clinic

james nadin
James Nadin
started working with

Situation

Crown Clinic, Sydney’s premiere medical-grade cosmetic surgical clinic that puts a significant focus on hair transplant for the male market, founded by Mr James and Ms Ilka Nadin in 2005.

Since Crown Clinic has been around for a while, they have a solid value proposition and understand their target market very well. What they need is a digital marketing strategy that can map out the plan of how to reach more of their target audience through search and social media marketing more effectively.

Despite being excellent in what they do, their online visibility wasn’t strong. There were not many patient reviews and the website content was thin without in-depth content, videos, previous patients’ case studies and before and after images.

Another goal that Crown Clinic wants to achieve is to generate more enquiries from a group of market who are considering getting their hair transplant overseas.

They worked with several branding and marketing agencies before without much success.

In late 2019, Mr James Nadin decided to search for a professional digital marketing consultant who has experience specifically with medical industry and track record in cosmetic sector, they found Online Marketing For Doctors (OMD) team through our Master Class educational campaign for cosmetic clinics and after a thorough interview and background check, OMD team were commissioned to work on Crown Clinic’s website. Finally, they found the breakthrough with OMD.

Now the clinic is now growing incredibly strongly with over 1000 patients, and experienced a growth rate of over 300% after a 6 month campaign.

Now the clinic is now growing really strong with over 1000 patients and experienced the growth rate of over 300% after 6 month campaign.

The Results

Results after an initial 6 month campaign;:

  • A 75 % increase in total monthly web traffic to Crown Clinic’s website
  • An 89 % increase in organic traffic
  • A 314 % increase in social traffic
  • A 97 % increase in Google ads traffic
  • A 603 % increase in leads
  • A 300 % increase in new patient number
Traffic & Conversion Performance Over The Last 6 Months
6 month result for Crown Clinic from march to aug 2020

Figure 1: Traffic and conversion performance compared to the previous period

Technique 1
Clarify 3 Foundational Marketing Questions For Crown Clinic

This is a critical session that allowed us to give Crown Clinic a clear direction for their online marketing activities, resources and to establish a clear pathway to reach their business goals.

We sat down with Ms Christy Xuan, and gained some fundamental information about the practice: target patients, key services, their niches, differences, strengths, weaknesses, threats and opportunities from the market, and we used this information to devise a custom online marketing strategy for Crown Clinic.

There are 3 main foundational questions that we need to be able to answer to better accelerate Crown Clinic’s marketing efforts;

  • 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 easy 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.

We researched and proposed a detailed digital marketing plan outlining the target market audience profiling, the current channels, platforms that they are hanging out, the influencers that we need to reach out and also the creative hook ideas to generate more brand awareness and interest from prospective audience.

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 are our clients’ strongest competitors both domestic and overseas clinics - what are their competitive advantages, value propositions and online marketing activities.  We specifically identify;

  • Where do these competitors advertise?
  • How is their advertising working?
  • Which are their biggest website traffic referral sources?
  • SEO Strategy: what keywords are they targeting, where do they build links, where do they promote their websites?

Gaining an insight into what competitors do, and how they 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 don’t do is to review and improve the website user experience and conversion rate. Website is the cornerstone of all web marketing promotion and no matter how much good traffic is driven to the website, if it doesn’t convert well, all the effort will go down the drain.

The changes include;

  • Strong, clear call to action button
  • Revamp the website look and feel to make it more organised, easy for users to navigate
  • Feature best-selling points of the procedure, provide patients more educational info such as videos, images, references to credible information sources.

The results show:  the website now has reduced bounce rate, users are spending a longer time on site, users more pages/visits and most importantly there is an increased conversion rate for Organic traffic: from 5.15 % to 19.89 % (285 %) and for Paid traffic:  from 4.38 % to 23.07% (426.52%) and Direct traffic: from 2.97% to 14.02% (371.85 %)

6 month result for Crown Clinic from march to aug 2020

Figure 2: Notice that with the improvement of the website and the build of the landing pages for the Google Ads campaign, you can see a massive improvement in website bounce rate (reduced the bounce rate by 87.60 % for Google paid traffic, 87.94 % for organic traffic and 73.94 % for Direct traffic).

Technique 4
Highlight Crown Clinic’s Value Proposition and Key Differences from Other Clinics

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

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Figure 3: Screenshot of the website before and after

Technique 5
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 Crown 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
hair loss treatment sydney
hair transplant sydney ranks 1st
hair transplant sydney organic results
hair transplant ranks 1st - 04092020

Figure 4: Crown Clinic has been ranking in top results for the most competitive keywords in the sector

Technique 6
Gain Local Reviews – Greatest SEO Weapon

As part of our local SEO works, we assisted Crown Clinic to reach out to their current and future patients asking for real testimonials for the website and to actively leave reviews on Crown Clinic ’s Google My Business Listing account.

We understand that Businesses with large volumes of positive reviews started ranking higher than those with few or negative reviews.

This helps Crown Clinic to have;

  • Increased search rankings: the more positive reviews that you have, the higher you’re going to rank
  • Increased referral traffic: Crown Clinic is gaining referral traffic from not only Google My Business Listing but Facebook and other local and industry review sites as well.
  • Greater brand authority: When people read great reviews about Crown Clinic brand, they’ll be more likely to start with a great impression of Crown Clinic ’s practice, and more likely to spread the word to their friends and family.
  • Gained critical feedback opportunities: Sometimes doing business isn’t perfect. In both positive and negative reviews of Crown Clinic ’s operation, Crown Clinic finds critical pieces of feedback that they can learn from and use to make their practice even better.
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Figure 5: Crown Clinic has gained a good number of positive reviews on their Google My Business Listing

Technique 7
Create 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. The landing page helps increase conversions by 426.52%.

6 month PPC campaign result for Crown Clinic
Google Ads Performance 6th Month Compared Previous Month
Google Ads Increased Conversion Rate & Conversions
crown clinic sydney ads

Figure 6: The efforts revamping landing pages help increase the conversion rate by 107 % and the absolute number of conversions by 989,29%

Technique 8
SKAG Google Ads Strategy and Cost Per Click Negotiation Process With Google

This is the strategy that not many agencies know of and we’ve applied successfully for many clients and helped clients to reduce budget by up to 100% and double the conversions, and reduce the cost per acquisition significantly.

SKAG means Single Keyword Ad Group Strategy - we only use one keyword or very close version of that keyword in the ad group, for example “Liposuction Sydney” and “Liposuction In Sydney”.

This will ensure that the ad copy matches users’ search queries, hence increasing Click Through Rate.

Another strategy for bidding is we have a negotiation process with Google and always start lower than average low-range bid of a particular keyword’s cost per click and increase it up to the point that Google is willing to show the ads. This helps make sure that we don’t overpay Google and together with SKAG structure, we can control the CPC of the keyword very well and know the exact real cost of a particular keyword.

Technique 9
Generate New Leads Through Facebook & Instagram Ads

Part of the digital comprehensive marketing strategy, we proposed Facebook and Instagram ads plan to generate awareness about new procedures and increase new enquiries from the campaigns.

We also use Facebook and Instagram ads to remarket to Crown Clinic’s website, email list and social media audience, this helps reengage prospects and increase the frequency of the brand presence and encounter in their prospects’ online activities.

Figure 7: Facebook & Instagram Ads creative for remarketing purpose

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 a number of spaces that we are advertising in.”

Ms Christy Xuan
Owner of Lumiere Beauty Clinic

christy xuan signature

pcls testimonial

“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 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 very good sign. I’ve enjoyed working with both principles.”

Dr Daryl Hodgkinson
Plastic Surgeon / Owner of Double Bay Day Surgery

Daryl Hodgkinson

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