CHRISTINE YEE

Content Marketing. Writing. Social Media. SEO. Digital PR

The field of cosmetic procedures is extremely competitive. High bids are placed for keywords associated with anti aging treatments like Fraxel laser and Botox. 

At Fabric, a smaller project that I managed was to create, update, optimize and test Google Adword ads for three Los Angeles physicians who specialized in cosmetic skin procedures.

Mary Lee Amerian MD

Mary Lee Amerian is a leading dermatologist in Los Angeles who provides custom skin treatments for her patients. She has been voted as one of the "Best Doctors in America" since 1996. Additionally, she has also been featured on the show Ten Years Younger.

www.maryleeamerian.com

Michael Persky MD

Dr. Persky is an expert in Fraxel laser. He also specializes in rhinoplasty and regards his practice as both an art and a science.

Dr. Persky has made regular appearances in the media, including a role as a life change expert on the television show, Extra. www.drpersky.com

David Rahimi MD

Dr. Rahimi specializes in a wide range of leading cosmetic procedures to help his patients look younger. Many of these treatments help to regenerate collagen beneath the skin surface. In addition he also developed a mini face lift procedure called the Tuliplift which gives more natural looking results. www.foreveryoung.net

Client Challenges

Our doctors want to utilize online marketing to reach new patients.

Although their sites are SEO optimized, their keywords are used by all their competitors. Other strategies were needed to supplement SEO. However the budget to develop their online presence on an organic level was limited to content development.

In this particular context, traffic and conversions are separate challenges. Volumes of unique site visitors per month does not necessarily translate into new patients.

With these constraints, a more PR based approach was developed to reach new groups of potential patients. Online marketing through regular PPC tactics ran in parallel to this primary strategy.

Content and PR Recommendations

The content on all three of the doctors' sites were characterized by being very technical. Content recommendations were made in the following areas. The ideal objective was to emulate the look and feel of mainstream women's magazines and provide a more engaging experience for site visitors

• Diet and nutrition for the skin
• Recommended makeup tips
• Celebrities who share a common age or ethnic group as the target audience members
• Fashion
• Hair
• Beauty philosophy
• Self Esteem

Gathering and developing this information required structured collaboration with the doctors which proved to be a very time efficient way of addressing the need for quality content.

Additionally, the use of photography on a more frequent scale was also recommended to improve the overall aesthetic of the sites. Although content is commonly thought of as written posts, visuals also contribute to the overall site experience for the end user.

Google Adwords

High traffic keywords associated with cosmetic procedures is instrumental in reaching large numbers of internet users who are performing searches based on them.

However, when clients are paying per click, these keywords can cost them a lot of money if users are not serious about opting for these procedures.

Solution

Instead of targeting high volume keywords, effort was spent in researching key word phrases that users would type in to find solutions to specific skin issues. This provides a direct bridges between what targeted users need and what our clients offer.

Results

Previously, the average click through rate (across campaigns) was less than one percent. For example, in July, the average click through rate was 0.71%

The keyword phrase strategy, described above, produced a much higher average CTR (2.0%) for the month of November 2009

Reaching Specific Ethnic Markets

Dr. Rahimi specializes in cosmetic procedures for different ethnic groups.

• Asians
• Hispanics
• African Americans

Most people are not aware of the different skin needs that ethnic women have. They are more prone to scarring and discoloration from conventional cosmetic procedures and require an anti aging specialist who can design custom treatments for their skin types.

Communicating with each ethnic group required the following areas to be addressed through the site content.

• skin characteristics and structure
• aging patterns
• recommended care regimens
• makeup color tips
• celebrities of the same ethnicity

Reaching women in these groups required PR outreach with niche magazines such as Audrey, Latina, and Ebony.

PR Outreach: Time Broadcasting

Many lucrative opportunities to reach new patients exist outside the internet realm. For example, modeling agencies have their online sites. However networking efforts rely more heavily on personal contacts and attending events at local venues, as opposed to social media strategies.

Physicians realize the importance of networking with models and professionals in the entertainment industry. However these opportunities (in the form of functions and events) are offered to them at a high cost, with very little return.

Time Broadcasting

An independent television network called Time Broadcasting targets the Iranian community in Los Angeles.

They expressed interest in a reality show concept featuring our clients, Dr. Persky and Dr. Mary Lee Amerian.

A basic proposal, depicting a simple show concept was drafted and approved by the CEO. The premise of the show would be to discover effective, minimally invasive procedures that yield real results. It would also interest audience members to learn how modern science offers ways to manipulate skin structure to reverse aging signs. Most people are only familiar with household terms like Botox and facelifts.

Benefits

The Iranian community is an affluent market segment. Beauty is an important aspect of their culture. Science is also highly valued as well. Parents often encourage their children to pursue degrees in science and careers in medicine. Because of this, the partnership with Time Broadcasting served as an ideal solution for Dr. Persky and Dr. Mary Lee Amerian.