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Located in Carlsbad and San Diego (Rancho Bernardo) and led by Dr. Jeff Birchall and his team of 20 employees, Dermacare Laser and Skin Care Clinics specializes in cosmetic rejuvenation and restoration of the face and body.
A savvy marketer himself, Dr. Birchall asked us to help him develop a content marketing program that would embody his years of experience as a family practitioner building long-term relationships with patients.
So we put together a strategy that would help Dermacare discover new patients from search, promote new content to new audiences on social, and build long-term loyalty by satisfying patients’ informational and emotional needs with content.
Before launching our content marketing program, our first objective was to define Dermacare’s business goals and target patient.
Since Dermacare wanted to increase consultations for a full suite of non-invasive face and body rejuvenation treatments, we made the decision to take a needs-based approach to our positioning. In other words, we would meet the broad needs of a narrowly defined audience – in this case, women over 40 years old. Not only did this demographic have more disposable income, but they also showed a higher interest in aesthetic treatments than their younger counterparts.
Knowing that 97% of patients aren’t ready to purchase on their first visit, the next step was to transform Dermacare’s outdated website into a marketing hub – a place where we could reliably funnel the new search and social traffic we were about to acquire and expect visitors to convert to patients over time.
After establishing our website infrastructure, we created a weekly blog series to function as the anchor of our editorial strategy, driving traffic from search and promoting Dermacare’s thoughts and expertise on social. Then we supported our blog with a monthly email newsletter to build a list of subscribers that would receive our marketing message every month by choice.
We had myriad goals for Dermacare’s new website, all that were paramount to our content marketing success:
First, since 75% of people judge the credibility of a business based on their website appearance alone, we needed a more contemporary design that better reflected Dermacare’s contemporary business model.
Second, the website would serve as the foundation of our SEO, so we needed to establish DermacareSanDiego.com as a reputable authority on all things skin care if we expected to rank first in Carlsbad and Rancho Bernardo. Not to mention it needed to pass Google’s mobile friendly test.
In just over a year, we were able to corner the market in Carlsbad and Rancho Bernardo and rank #1 for Dermacare’s target procedures like Coolsculpting, Botox, and tattoo removal.
Last, because the website would be the destination for every prospective patient at some point in their journey, not only did it need to work for Google, but it also needed to nurture prospects along their journey from visitor to patient.
Total two year traffic growth from our content marketing efforts, including referral, social, direct, and organic, rose to above 52,000 visitors in 2016 alone – a 24% increase from when we started. Today, between calls and website form submissions, Dermacare fields roughly 600 new patient inquiries a month. With a unified content marketing strategy that incorporates social media, SEO, blogging, reputation management, email marketing, and website development, and that provides Dermacare with multiple sources for finding new patients, they’ve successfully resurrected walls against the competition in their market.
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