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Achieving Efficient Patient Acquisition Growth for a Dermatologist

Background

Our client, a leading dermatology clinic, faced stiff competition in the healthcare market. They aimed to increase patient acquisition, enhance their online presence, and improve overall patient engagement. Qlixs Digital Agency leveraged Google My Business (GMB), SEO, Meta Ads, Search Ads with call-to-action (CTA) for connecting to a bot and direct calls, and a state-of-the-art chatbot integrated with Generative AI to achieve these goals.

Objectives

1. Increase Patient Acquisition

  • Goal : Boost the number of new patients visiting the clinic.
  • Execution : Utilize targeted online and offline marketing channels to attract potential patients and convert leads into appointments.

2. Enhance Online Presence and Visibility

  • Goal : Improve the clinic's digital footprint to make it easier for potential patients to find and engage with the clinic online.
  • Execution : Optimize the clinic’s online profiles, content, and ads to rank higher in search results and appear prominently on social media.

3. Improve Patient Engagement and Confidence

  • Goal : Increase patient interaction and trust in the clinic’s services.
  • Execution : Implement tools and strategies to provide timely and accurate information to patients, addressing their concerns and queries effectively.

Strategy and Execution

1. Google My Business (GMB) Optimization

  • Complete Profile Setup : Ensured the GMB profile was fully optimized with accurate business information, high-quality images, and updated service listings.
  • Regular Updates : Posted regular updates, promotions, and patient testimonials to keep the profile active and engaging.
  • Reviews Management : Encouraged satisfied patients to leave positive reviews and promptly responded to all reviews to enhance credibility. This included a review generation campaign through follow-up emails and SMS reminders post-appointment.

2. Search Engine Optimization (SEO)

  • Keyword Research : Identified high-traffic keywords relevant to dermatology services such as PRP, Laser Hair Removal, and CoolSculpting using tools like SEMrush and Ahrefs.
  • Content Creation : Developed a comprehensive content strategy that included informative blog posts, treatment guides, and patient stories. Content was created with a focus on E-A-T (Expertise, Authoritativeness, and Trustworthiness) to align with Google’s quality guidelines.
  • On-Page Optimization : Improved meta tags, headings, and internal linking structures to enhance search engine rankings. This also included schema markup for local business and medical services.
  • Local SEO : Focused on local SEO strategies, such as local citations, optimizing the clinic’s website for local keywords, and ensuring consistent NAP (Name, Address, Phone) information across all online platforms.

3. Meta Ads (Facebook and Instagram)

  • Targeted Campaigns : Created highly targeted ad campaigns focusing on demographics, interests, and behaviors of potential patients. Advanced targeting included lookalike audiences and detailed interest targeting based on users' engagement with dermatology content.
  • Engaging Creatives : Designed visually appealing ads showcasing before-and-after treatment results, patient testimonials, and special offers. Videos and carousel ads were used to capture attention and provide more information.
  • Retargeting : Implemented retargeting strategies to engage visitors who had previously interacted with the clinic’s website or social media profiles. Dynamic ads were used to show personalized content to users based on their past interactions.

4. Search Ads with CTA

  • Targeted Keywords : Implemented search ads targeting specific keywords related to dermatology treatments, ensuring high relevance and intent.
  • Compelling CTAs : Created CTAs like "Chat with Our Bot Now" and "Call Us Today" to encourage immediate interaction. Ad extensions such as call buttons and site links were used to increase ad visibility and clicks.
  • Bot and Call Integration : Integrated options for users to either connect with the chatbot for immediate assistance or directly call the clinic for appointments. Call tracking was implemented to measure the effectiveness of these ads.

5. Chatbot Implementation

  • AI-Powered Chatbot : Integrated an AI-powered chatbot on the clinic’s website to handle patient inquiries 24/7. The chatbot was designed to provide personalized responses based on user input.
  • Treatment Information : Programmed the chatbot to provide detailed information about various treatments like PRP, Laser Hair Removal, and CoolSculpting. The chatbot utilized Generative AI to simulate human-like conversations and provide accurate information.
  • Appointment Scheduling : Enabled the chatbot to schedule appointments directly, reducing friction for potential patients. The chatbot was also integrated with the clinic’s CRM to manage appointments and follow-ups seamlessly.

Advanced Objectives and Execution

1. Increase Patient Acquisition

  • Advanced Segmentation : Created detailed patient personas and segmented the audience based on demographics, interests, and behaviors. This allowed for highly personalized marketing messages.
  • Lead Nurturing : Developed lead nurturing sequences through email marketing and retargeting ads to guide potential patients through the decision-making process.

2. Enhance Online Presence and Visibility

  • Content Distribution : Used a multi-channel content distribution strategy to share blog posts, videos, and infographics across social media, email newsletters, and industry forums.
  • Influencer Collaborations : Partnered with local influencers and healthcare bloggers to increase brand visibility and reach a wider audience.

3. Improve Patient Engagement and Confidence

  • Patient Education : Created a comprehensive FAQ section and educational resources on the website to provide in-depth information about various treatments.
  • Live Chat Support : Offered live chat support during business hours to provide instant assistance to website visitors, complementing the AI chatbot’s 24/7 availability.

Results

1. Enhanced Online Visibility and Engagement

  • GMB Impact : A 40% increase in views and a 30% increase in direct inquiries from GMB within three months.
  • SEO Success : Achieved top 3 rankings for targeted keywords, resulting in a 50% increase in organic traffic to the website.
  • Meta Ads Performance : A 35% increase in social media engagement and a 25% increase in click-through rates for Meta Ads campaigns.

2. Improved Patient Acquisition and Conversion

  • Search Ads Impact : Search ads with CTAs for connecting to the bot and direct calls saw a 40% increase in conversions. The immediate interaction options significantly reduced the drop-off rate.
  • Chatbot Effectiveness : The chatbot handled over 500 inquiries per month, with a 60% conversion rate for appointment bookings.
  • AI Confidence Boost : Generative AI provided accurate and reassuring responses to patient queries, significantly improving user confidence and satisfaction.

3. Business Growth

  • Appointment Increase : Overall, there was a 45% increase in patient appointments within six months.
  • Revenue Growth : The clinic experienced a 50% growth in revenue due to the increased number of patients and the effective upselling of advanced treatments.

Conclusion

Qlixs Digital Agency’s multi-channel mixed marketing strategy, leveraging GMB, SEO, Meta Ads, Search Ads with engaging CTAs, and an AI-powered chatbot, significantly enhanced patient acquisition and engagement for the dermatology clinics.