Helping A Dermatologist Experience A Surge In Consultations In Two Months
About The Client
The client is a reputed dermatologist in Gurgaon with an experience of over two decades working in the domain. Having done their fellowship in Australia, the client has been practicing in the same clinic for twenty-five years. Patients from the entire Delhi NCR area seek their advice on matters related to skin health.
The Problem
In spite of immense popularity in the city and sector, the dermatologist was facing stagnancy in the number of consultations received. Most of their revenue came from the loyal patients who had been visiting them for several years. The client wanted to expand their reach, make more people know of their clinic, and witness an increase in their consultations. For the longest time, the dermatologist relied on word-of-mouth to promote their clinic and healthcare services. While they had social media accounts on Instagram and Facebook, they wanted to reach a wider range of audience and persuade them to engage with them.
The Solution
According to the client’s client, Public Media Solution devised a short yet impactful marketing campaign. As most skin diseases manifest themselves during peak summer, our team of healthcare marketers decided to run a two-month campaign from March to May. Our SEO experts started looking for high-ranking keywords and optimizing the client’s official website right away. We created a dedicated GMB (Google My Business) account and optimized their clinic for local SEO. While the client’s reach was even outside Gurgaon, our local SEO strategy was to make people living in the clinic’s vicinity discover their healthcare services.
Along with keywords, our social media marketers started conducting thorough hashtag research as well. We identified the most popular and relevant hashtags to be used for social media posts on Instagram and Facebook. Instead of creating a new account, our healthcare SMO experts focused on strengthening the existing accounts. We used social media to provide small but impactful tips to care for people’s skin during peak summer. This also included symptoms, risk factors, and complications associated with common skin conditions. Every social media post included a direct call-to-action with a link to the client’s landing page. Finally, our healthcare marketing for dermatologists campaign involved circulating PR articles about the client’s take on skin care during summer. As people (especially the younger population) are extremely conscious about the way they look and want to keep skin disorders away at all costs, we conducted an insightful interview with our client and published the same on the sites of some of the most credible media houses in the country.
The Result
To our client’s surprise, two months of a targeted healthcare marketing campaign resulted in a 3x increase in consultations. As more and more people living in Gurgaon (especially near the clinic) discovered the dermatologist, their achievements, and the knowledge they have, they approached them to get rid of undesirable skin conditions and obtain spotless skin during the summer!
