#Marketing
Dr. Jack Peterson
Dr. Peterson has been a client I’ve worked with for over 10 years. Through those years we have gone through 2 website redesigns, shot and produced hundreds of videos, written hundreds of blogs, and run monthly campaigns and giveaways. He has always had steady growth in organic traffic, paid web visits from social media, YouTube, and Adwords resulted in more phone calls and consults. This growth was accomplished by steady search engine optimization techniques, social media marketing, tracking, analysis and finally conversion optimization. The cycle of generating and distributing content then optimizing the website both for search and for user experience is the ideal situation you should have in marketing your business.
Examining every customer journey is the best way to optimize your website for conversion. The customer journey however, extends beyond the web. Users looking for high end procedures that cost thousands of dollars do not typically buy like they do on Amazon. These decisions take months or years to finally result in a consult and procedure. Understanding the ROI on marketing typically isn’t a dollar-in dollar-out type model. Patients often talk to family, friends and other doctors before making a final decision on weather or not to go ahead with their chosen procedure. The customer journey also extends to their visit to the office, interaction with the staff and the doctor. Understanding this customer journey and knowing where you can influence decision making is the most important part of marketing and analysis.
Generate Relevant Content
Create content that is relevant and attractive for your customers and in alignment with your brand.
Know Your Audience
The data you use to target is extremely important. Creating content developed specifically for target personas can only be done with data. Dr. Peterson’s main demographic is women ages 25-44. Women in this age bracket who are looking for cosmetic surgery are often new mothers. Dr. Peterson offers the mommy makeover for these specific patients.
Generate Relevant Content
Once you know your audience you can start creating content. Everything from video, photography, website, approach, tone, frequency, The mommy makeover usually includes a breast augmentation or lift and tummy tuck. Some of the content that was generated for these services include blogs, videos and posts that address common questions, explain the service or explain Dr. Peterson approach to treatment.
Content that Draws in Patients
This content can be distributed in multiple platforms. Facebook, Instagram, Google Adwords or content syndication are just a few of the ways this content was distributed. All of these placements are possible touchpoints in the customer journey.
Customer Journey
Understand where your visits are coming from and what’s driving them. Sit back and watch your traffic.
Customer Journey Explained
This is a visitor who’s first tracked arrival to Dr. Peterson’s site was 18 days ago. They came back 4 times from different sources each time. Stayed on pages scrolled, clicked buttons, clicked to call, and submitted forms. All of this was tracked.
Arrival Source: Google (organic)
1st Session: 18 days ago
Session Duration: 6:25
Customer Journey – Session 1
User searches Dr. Peterson via any number of keywords in Google. User flow gives us a general idea of what they likely used to search, Breast Implant and Augmentation.
Home – 1st page
They go to the implant and augmentation page.
Breast Implant and Augmentation – 2nd page
They go to the implant and augmentation page.
Specials – 3nd page
They hop over to the “What’s happening this month” page, Dr Peterson’s monthly specials page. Stays about 28 seconds.
Implant and Augmentation – 4th page
They go back to the implant and augmentation page. Stays about 44 seconds.
Breast Implant – 5th page
Comes to the breast implant page and starts to interact with the gallery. Stays about 48 seconds.
Gallery – 6th page
Arrives at the main gallery and goes to the breast augmentation section. Stays 2:47 and views 14 before and after cases.
Home – 7th page
Finally comes back to the homepage, scrolls the entire page and ends their session.
END OF 1st SESSION
Customer Journey – “The Space Between”
This is the part of the customer journey you have little control over. This visitor is talking to friends, family, co-workers, running into ads both online or off, talking to other doctors. This person could simply look in the mirror and think of the 7 cases they just looked at on Dr. Peterson’s website. You have little control but you can influence. This is where must maintain your marketing strategy.
Customer Journey – Session 2
This is an extremely encouraging sign. The same user came back! They didn’t even use a search engine. They either knew your domain or bookmarked you page. You are now top of mind for this patient. The biggest high five of them all is they submit a contact form!
This visit also clearly demonstrates how statistics and data can sometimes get things wrong. All of the metric tracking methods used on this website all returned a time on site for this user as 13:24. But was their visit really that long? I would say no judging by their last tracked event at 2:19. That means there are over 11 minutes of dead time that other standard tracking methods do not account for.
Arrival Source: Direct
2nd Session: 15 days ago
Session Duration: 13:24
Home – 1st page
They hop over to the “What’s happening this month” page, Dr Peterson’s monthly specials page. Stays about 28 seconds.
Contact Us – 2nd page
They go back to the implant and augmentation page. Stays about 44 seconds.
Thank You – 3rd page
Comes to the breast implant page and starts to interact with the gallery. Stays about 48 seconds.
END OF 2nd SESSION
Customer Journey – “More Space Between”
This is the part of the customer journey you have little control over. This visitor is talking to friends, family, co-workers, running into ads both online or off, talking to other doctors. This person could simply look in the mirror and think of the 7 cases they just looked at on Dr. Peterson’s website. You have little control but you can influence. This is where must maintain your marketing strategy.
Customer Journey – Session 3
This visit illustrates some of the inconsistencies in reporting you can encounter. There are many things we have no control over from the user side. We have no control over if they pick up the phone and call vs clicking to call on a mobile device. Users clicking to call can be tracked as an event. Users that manually dial the phone number they see can only be tracked via a tracking telephone number.
Further we don’t know why they went directly to the thank you page. It could be the last page they had open in a browser, it could be the last URL they went to that auto filled in the browser. We do know scrolled the page.
Arrival Source: Direct
2nd Session: 14 days ago
Session Duration: A Few Seconds
Customer Journey – “Even More Space Between”
This is the part of the customer journey you have little control over. This visitor is talking to friends, family, co-workers, running into ads both online or off, talking to other doctors. This person could simply look in the mirror and think of the 7 cases they just looked at on Dr. Peterson’s website. You have little control but you can influence. This is where must maintain your marketing strategy.
Customer Journey – Session 4
Again the user searched for Dr. Peterson via any number of keywords in Google and arrived at the website. This session shows us a few areas that we can improve the website and tracking. First, the user is clicking through 3 pages before they finally arrive at the area of the gallery they are trying to get to. Even though this is not a roadblock to this user, putting a direct link to the specific part of the gallery they are looking for would result in the user getting where they want to go faster. Another thing that needs to be improved is the unnamed events. There are a few unnamed events that were tracked. These events could be anything and only by going through the code on the page can you identify the unnamed event and name it. This is done through Google Tag Manager.
Arrival Source: Google (organic)
2nd Session: 2 days ago
Session Duration: 10:38
Home – 1st page
The user arrives at the homepage, scrolls about 25% down the page and clicks on the implants and augmentation page again. These are clear signs this user is extremely interested in Implants and Augmentation.
Main Gallery – 2nd page
They scroll 10% down the page and clicks the breast gallery link.
Breast Main Gallery – 3rd page
They scroll 10% down the page and clicks the breast lift gallery link.
Breast Lift Gallery – 4th page
This is the gallery page that contains before and afters photos of breast lifts. They go through 1 pages that contain 2 cases on the page. This user looked at 2 before and after cases. From there they click the breast augmentation gallery link.
Breast Augmentation Gallery – 5th page
The goes through 6 gallery pages with 2 cases on each page. Total they looked at 12 before and after cases. They leave the page by clicking the contact us button.
Contact Us – 6th page
They scroll 75% of the contact us page and click back to the service page.
Main Service – 7th page
They scroll 75% down the page and click two unnamed events. and finally click the Facebook link taking them to Facebook.
Customer Journey – Conclusion
In this example you see how a prospective customer finds your website, their interaction with the website and how your marketing efforts can influence their decision making. The user has no tracked linkage from a Facebook ad, or paid search ad. That doesn’t necessarily mean those types of ads didn’t influence this customer. They could have seen a billboard, or video ad and gone to google and started with their own search. You can only evaluate your overall marketing campaigns by analyzing multiple customer journeys over an extended period of time.
Website Design
Dr. Peterson understood the need to redesign his website to stay current with trends in design and function.
We redesigned Dr. Peterson’s website in 2010, again in May of 2018 and once more in 2020. Major internet changes occurred over that timeframe. Mobile websites, CSS3, HTML5, the demise of Flash, multiple changes in Google all were reasons to redesign over the years. Staying current in coding, function, and tracking are all very important to having a website that works and converts.
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Image of Difference
A major component of Dr. Peterson’s image of difference is his certification as a plastic surgeon.
We redesigned Dr. Peterson’s website in 2010, again in May of 2018 and once more in 2020. Major internet changes occurred over that timeframe. Mobile websites, CSS3, HTML5, the demise of Flash, multiple changes in Google all were reasons to redesign over the years. Staying current in coding, function, and tracking are all very important to having a website that works and converts.
There are major differences in the type of surgeons performing cosmetic surgeries in the United States. The difference in a “Cosmetic Surgeon” vs “Plastic Surgeon” is extremely important.
“Cosmetic Surgeons” are typically people that are trained in another discipline, examples of this are a dentist or even a veterinarian. These people are not board certified, perform their surgeries in an in-office type setting, not in a hospital. They have no hospital privileges. They go to surgical conferences to get CME in surgeries like breast augmentation and then begin performing the surgery..
“Plastic Surgeons” are medical doctors. They have a speciality like ENT, OBGYN and many more. They have hospital privileges and your surgery is performed in a hospital setting.
This is a clear image of difference for Dr. Peterson vs his competitors. The safety and security of having a medically trained doctor in a hospital setting that can manage complications quickly is extremely important when going through a major reconstructive surgery. This gives Dr. Peterson a clear marketing advantage over his competition.