Dermacare Laser & Skin Care Clinics
Dr. Jeff Birchall
Juniper Consulting Group uses content marketing to help Dr. Birchall of Dermacare increase patient inquiries to 600 per month.
“Juniper has helped us use content to educate our prospective patients and unify our message across all our distribution channels. Even better, they’ve helped us diversity our traffic sources so we’re no longer relying on one source of new patients. Now, we can rely on multiple sources for new patients, whether from search, social, or referral traffic.”
Dr. Jeff Birchall
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.
The marriage of search, social, and 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Knowing that 97% of patients aren’t ready to purchase on their first visit, the next step was to transform Dermacare’s outdated website into a marketing hub – a place where we could reliably funnel the new search and social traffic we were about to acquire and expect visitors to convert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.
1. Building a hub for discoverability and conversions
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.
2. 21st century storytelling
To build trust with our target patients and earn their attention, we used weekly educational blog posts that sold Dermacare’s thoughts, ideas, knowledge, and expertise. More importantly, our blog posts would help deepen Dermacare’s topical expertise and authority on skin rejuvenation, resulting in an increase in search rankings and organic traffic.
Blog posts also served as the foundation of our monthly newsletters. With our newsletters, we could align blog post topics with relevant specials and offers and give target patients a valuable resource to subscribe to in exchange for their attention.
Since we started blogging for Dermacare in 2016, we’ve accrued 10,635+ pageviews to blog posts alone and over 1,000 new subscribers to our newsletter.
3. The spokes to our hub
Because we were targeting the 40+ demographic, we chose Facebook as our primary distribution model for publicising our content, building a following, and driving traffic back to the website.
By taking advantage of Facebook’s custom tabs, we transformed Dermacare’s business page into a micro-site, complete with before and after photos, team page, consultation form, and newsletter opt-in. This allowed patients to get the full experience of Dermacare’s message and offerings without ever having to leave Facebook.
And with social posts comprised of blog articles, live streaming, educational post, curated news from around the industry, and personal posts from Dr. Birchall and his staff, we were able to triple traffic to dermacaresandiego.com in one year.
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.
58 CONSULTS PER MONTH
1,400 total consultation form completions in two years
27% INCREASE IN CALL VOLUME
Increased monthly call volume from 315/month in 2016 to 401/month in 2017
19.25% INCREASE IN ORGANIC TRAFFIC
Increased organic visits by 19.25% in two years, from 22,709 to 27,081
975% INCREASE IN FOLLOWERS
From 400 to over 4,300 Facebook followers in two years
OVER 22,000 ENGAGEMENTS
Over 22,000 likes, comments, or shares in two years
288% INCREASE IN SOCIAL TRAFFIC
Increased social traffic from 866 visits in 2015 to 3,075 in 2016
184% INCREASE IN SOCIAL IMPRESSIONS
Increased impressions from 206,332 in 2015 to 585,960 in 2016
Let our experience be your guide