After updating its branding, a skin care solutions provider was looking for a digital marketing agency partner to develop an acquisition strategy, including a website redesign to align with the new brand. The new website would need to serve as the main conversion point for all digital campaign investments.
At the onset, Adept recognized that very little was known about the patient’s journey from identifying a need for specific skin care solutions to finding and selecting a provider. We conducted research to gain insights into the target patient persona and their journey from condition recognition to buying products & services. This new understanding of the patient journey informed the tactical plan and goals associated with each in supporting the larger patient acquisition strategy. The marketing mix included SEO, paid search, paid social, retargeting, and email, which supported the practice’s need for greater awareness in the market, patient acquisition, and conversion on the newly designed site.
Within one year of launching the new site, year over year traffic was up 33% and online appointment requests increased by 40%. In just six months after launching marketing, paid campaigns delivered a 123% return on investment, exceeding goals for the channel. Organic traffic has also continued to grow, with overall organic sessions up 45% since launch and leads from the channel up 68%. An emphasis on building a differentiated local SEO strategy contributed to raising site rankings for core-to-business keywords from #70 to #1 (“coolsculpting near me”) and #28 to #1 (“botox treatment columbus”).