Insight: The main strategy was to create multiple funnels of qualified leads depending on the treatment they wanted completed and have them land on engaging and informative websites. The focus of the sites was on education but also to be emotive and create an emotional connection. The benefits of the surgery were the main motivator and not the features. Key messages would be developed to ensure that the websites and marketing stayed on message and gave an accurate description of the Cosmetic Surgery For Women experience.

Solution: An Integrated Marketing Solution was seen as the best option for Dr Rubinstein given his desired outcomes for the project. Search engine marketing and search engine optimisation were the focal point of lead generation efforts as well as Yellow Pages advertising and newspaper advertising.

To convert these new leads, the main website was redeveloped with high specification photography and rich descriptive text to create an engaging value proposition that connects with the audience.

Procedure specific sites were also developed to better educate the audience. The system implemented has automated follow-up and upsell strategies.

Result: With the websites and procedure specific sites in play, the target market is now becoming educated in the services of this practice. The site ranks No 1 in Google for a number of very popular search terms in cosmetic surgery. The results of the lead generation and lead conversion have resulted in a return on investment for Dr Rubinstein and will continue do so as the systems are now on auto-pilot.

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