Optometrist

WORKING TOGETHER

We work with you to come up with the very best solutions for your challenges!

01

Opportunity

Optometrist in Nashville, Tennessee

02

Challenge

Better brand recognition and more patients 

03

Strategy

Search Engine Optimization & Social Media Advertising

04

Impact

333 New Patients in one month

Background

The client is an optometry practice and optical boutique. The owner was passionate about raising the bar for vision care in the community. They acquired and re-branded an existing practice and needed help with brand visibility and patient acquisition.

Objective

Create brand awareness, provide educational info on eye care, and attract new patients.

Obstacles:

- Strong local competition
- Problematic agency experiences
- Overlap with sister offices in region

Solution

Starting with a clear future vision , we worked with them to develop a strategy with sequenced priorities. Before any development work began, we spent time identifying the target audience and how they would search for services. Comprehensive keyword research helped create the architecture of the website and was used to develop page content.

Technical SEO elements were implemented to ensure search engines could easily index the website. Local search results increased in importance when Google changed from showing 7 to just 3 local providers. We focused on cleaning up duplicate, inaccurate and missing directory listings and integrated a strategy for strengthening their online reputation.

Search

- Claimed key properties, worked with local directories.
- Tried Search Engine Marketing for 3-months, attracted wrong audience.
- Content, content, content, optimize.

Social:

- Initially claimed and set up consistent branding across channels.
- Augment staff produced content (best engagement was always authentic internally produced).
- Leveraged Pinterest & Instagram mostly.

Result

April 2017 - July 2017:

333 New Patients from Digital Marketing.

New patients from online presence increase every month, with May 2017 at 46 new patients. Invision Magazine (industry publication) named website as second best optometrist mobile website in US. Since launching in April 2017, website has achieve top 3 ranking for numerous keywords as well as many first page organic keyword rankings.

ROI Calculations:

- 1st year avg. patient revenue = $450
- Project to date: 333 new patients
- Est. new patient revenue = $150,000
- Marketing investment ~$24,000
- Minimum ROI = 680%

Success Factors:

Analytics helped us identify an indexing problem around month 2 and put the project back on track. Regular communication with scheduled and ad-hoc meetings helped us fine tune efforts and get feedback on results.

- Strong 2-way Communication
- Monthly face-to-face meetings
- Willing to try new things, and abandon those that don’t work
- Better understanding of DM
- Clear insight into marketing ROI

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