SHARMA SKIN & HAIR SURGERY //
Private cosmetic clinic specializing in Hair Transplant Surgery
Project Overview:
Upon joining The Sharma Clinic, my primary goal was to modernize and elevate its digital presence. Working closely with Dr. Anil Sharma, we adopted a content-first approach to showcase his unparalleled surgical skills through rich video and photo content.
Given the luxurious nature of the cosmetic surgical procedures offered, it was crucial to tailor our marketing message to a specific audience. Utilizing both qualitative and quantitative data, we successfully isolated our target demographic. This targeted strategy allowed us to engage more effectively with potential patients, thereby enhancing the clinic's reputation and reach.
Objectives:
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Digital Transformation: Transition the clinic from a minimal online presence to the leading clinic in western Canada.
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Content Creation: Develop high-quality video and photo content to showcase Dr. Sharma's surgical expertise.
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Audience Engagement: Utilize data-driven strategies to identify and engage with our target demographic, leading to consultations and treatments.
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Brand Building: Elevate the clinic's brand identity to align with the luxury nature of the services offered, thereby attracting a higher-value clientele.
Growth:
During my tenure, I'm proud to say that we achieved full capacity, filling every available surgery appointment for two consecutive years. As of 2022, the demand was so high that consultations were being scheduled five months in advance, with surgery dates booked six months out.
This level of demand not only attests to the efficacy of our marketing strategies but also reinforces the clinic's reputation for excellence.
WEBSITE TRAFFIC
3.2 X
INSTAGRAM GROWTH
+15.2k
BOOKINGS
212%
The Clinic's Instagram //
Real results & strong branding
When I first arrived at the clinic their Instagram presence was nearly non-existent. The clinic, led by Dr. Anil Sharma performed extremely impactful and life-changing cosmetic surgeries but there was no photographic evidence of it. Identifying this massive untapped resource I decided to revamp the Instagram feed into three focused columns.
1. Before & After Photography - Our surgical results became a staple of the page and is what the clinic is still known for today. It showcased Dr. Sharma's expertise and surgical skills driving engagement and attracting prospective clients to our website.
2. Lifestyle Content - Here we could show off our style and give viewers a more personal look at the people they'd meet during a visit to the clinic. Often these would receive the highest number of likes due to them not being advertising or promoting our services.
3. Educational Videos - Using exclusively video we focused on patient education and social proof. Some of our most popular topics included testimonials, ask the doctor, and case studies.
We zeroed in on topics that were the most commonly searched questions in our area, serving as the backbone for our video content. This ensured we were answering actual client concerns while also boosting our SEO.
Time shooting video with Dr. Sharma was always limited, this meant that I needed a very deliberate plan for each video. The topics we produced videos for were sourced from the most-asked questions on Google for our area, this would ultimately be the backbone of our content creation.
This keyword strategy was extremely effective in guiding what to talk about, and how we could best address our client's concerns. We took this concept even further and placed each video on the clinic's website along with a transcription, this allowed us to 'triple dip' on the keyword research by answering clients' actual questions, improving our on-site time, all while advancing our ranking on Google for our most relevant search terms.
Video Strategy //
Authenticity & infotainment
Recognizing that most people are hesitant to appear on camera for something as sensitive as a hair transplant, we innovated by incorporating an incentive program for patients. This encouraged them to participate in video content at different stages of their journey: before the procedure, during check-up appointments, and afterward.
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Authentic Content: This approach allowed us to capture authentic 'Before and After' content, filling a gap in the market for genuine experiences.
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Impact: Not only did this strategy significantly increase the annual number of surgeries performed, but it also firmly established The Sharma Clinic as Alberta's go-to destination for hair transplant surgeries due to our transparent and authentic approach to content.
That's me!
Reputation is everything //
Google Business Optimization
We understand that in the medical field, trust is paramount. That's why we've focused on building an authentic and transparent relationship with our clients, as evidenced by our Google Review rating of 4.7 out of 5 stars.
We made it a priority to encourage detailed, genuine reviews from our satisfied patients.
This genuine feedback loop serves as a testament to our commitment to quality care and patient satisfaction.
High Performance Website //
User focused, optimized for performance
Explaining complex medical procedures without putting our readers to sleep is a challenge. That's why the website was engineered for a streamlined user experience. I adopted a multi-media approach—utilizing images, infographics, and videos—to break down intricate medical topics into digestible, visually appealing content.
SEO-Driven Content Strategy
Underpinning the website's design was a robust SEO and keyword strategy. We ensured that each page targeted the most relevant topics and keywords, boosting our Google rankings.
Localized Landing Pages
Taking our strategy a step further, we implemented 'Local Area Landing Pages.' These pages were meticulously designed to target specific cities and counties in North America. By incorporating localized meta-tags and SEO best practices, we effectively ranked for searches in those areas, driving virtual consultations.
This bite-sized content combined with our search engine marketing strategy synergy improved our website traffic by over 410% in 2019 and helped to dominate the Google search ranking in Alberta still to this day. Don't believe me? Search 'Hair Transplant Alberta' and look for 'Sharma Skin & Hair Surgery' for yourself.
Transparent Pricing Model //
No Surprises, Just Clarity
In an industry where hidden costs are the norm, we took a different route. Drawing on my experience in the automotive sector, I understood that today's consumer values transparent information, "if they can't find it on your site, they'll look somewhere else." To address this, we introduced a transparent pricing model that broke down the costs of typical hair transplant surgery cases. Not stopping there, we also provided approximations of the monthly payments for patients considering financing their treatment.
The result -
More trust, increased consultation bookings, and a more educated clientele. This increased our surgery booking rate from roughly 1 in 12 consultations to 1 in 5! This massive increase in closing was due to patients having very clear expectations coming into their appointments and preventing a surprise procedure cost.