Plastic Surgery Case Study

About The Client

This plastic surgery clinic is located in Tallahassee, the capital city of Florida, between Jacksonville and Panama City. In providing a full spectrum of surgical and non-surgical solutions for the body and face, this group of plastic surgeons makes sure Tallahassee’s residents are bathing suit ready year-round.

Prior to Search Influence

The practice had no prior experience in online marketing and wanted to optimize their website for targeted key terms. They came to Search Influence in March 2009 wanting to organically target for Tallahassee and the surrounding areas, including North Florida, Southeast Alabama, and Southwest Georgia for plastic and cosmetic surgery. The practice’s main goal was to attract new breast augmentation patients by targeting the term “breast augmentation Tallahassee.”” They also wanted to clean up and consolidate their Google Maps listings.

The Approach

We implemented an aggressive Search Engine Optimization (SEO) package starting in April 2009 with the goal of improving their overall online presence, in addition to showcasing their areas of practice and patients’ results. We have done this, and continue to do so, by:

• Onsite
  • Content creation
  • Image optimization
  • Technical changes
  • Addition of contact forms to track patient inquiries and measure conversions
• Offsite
  • Content creation on social media channels such as Facebook and Google+
  • Directory submissions
  • Press release distribution

The Results

Year One Analysis — April 2009–April 2010:

• Total visits increased by 332.64%
• Google organic visits increased by 310.94%
• “Breast augmentation Tallahassee”, which was not originally ranking in the top 30 positions on Google, was ranking #2 after just 3 months

Five-Year Analysis — April 2009–April 2014:

• Total visits increased by 2,383.25%
• Google organic visits increased by 3,304.20%
• All of the practice’s targeted key terms were ranking in the top 10 positions on Google as of April 2014
  • 70% were ranking in the top 5 positions on Google
  • 30% were ranking in #1 position on Google

Paid Search

April 2013-April 2014:

• Average cost per lead decreased by 22.75%
• Average number of patient inquiries increased by 29.41%
• The Facebook Fan Building Campaign resulted in 603 Page Likes with a Cost Per Page Like of just $0.67