Case Study

Lin Plastic Surgery

Website Redesign and New Strategy Quadruple Conversions for Boston Plastic Surgeon

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At-A-Glance

Client: Samuel Lin, MD, FACS
Specialty: Plastic Surgery
Location: Boston, MA

Dr. Samuel Lin is a double board-certified plastic surgeon practicing since 2007. He has held teaching positions at both Harvard Medical School and Beth Israel Deaconess Medical Center. Yet, his practice growth did not correlate with his exceptional qualifications.

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Lin Plastic Surgery has been providing patient care in the Boston area since 2007. Dr. Samuel Lin is certified by both the American Board of Plastic Surgery and the American Board of Otolaryngology-Head and Neck Surgery.

Advice Media was contacted to develop a marketing strategy that reflected Dr. Lin’s years of training and experience, as well as his professionalism and high standard of care.

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Estimated ROI Over 2 Years

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Based on an average plastic surgery patient value of $3,000 at a 50% conversion rate.

Challenges

Highly Qualified Doctor But Not Getting Leads

  • Located in a very competitive market
  • Outdated website
  • Lack of defined strategy

Goals

Translate Exceptional Qualifications Into Practice Growth

  • Increase website traffic and conversions
  • Improve performance on mobile platforms
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Boston is a highly competitive market for cosmetic and plastic surgeons. While Dr. Lin possessed a pedigree educational background and held teaching positions at both Harvard Medical School and Beth Israel Deaconess Medical Center, practice growth did not correlate with his exemplary qualifications and skill sets as a surgeon.

Strategy

Leave No One Behind

One of the primary challenges identified by our team was that Dr. Lin’s site had been developed 3 years prior to partnering with Advice Media. As you may know, digital marketing best practices and website trends are fluid; they can change from one day to the next. In order to achieve the objective of increasing traffic and, more importantly, conversions, we had to bring Lin Plastic Surgery into the current marketplace for its industry both on desktop and on tablet and mobile platforms.

Understanding that patients are most attracted to value, and that value is built on trust (and vice versa), our initial marketing strategy included a site redesign that would better reflect Dr. Lin’s exceptional manner of approaching patient care.

Building Value Through Information

An outdated site holds prospective patients’ interest for a moment in time. In order to keep eyes on the page, our team integrated important aspects of the plastic surgery practice, starting with experience. Dr. Lin’s experience became the highlight, showcased by patient testimonials, awards and qualifications, and Before and After images. With the addition of keywords, procedure animations, and more calls to action, Lin Plastic Surgery became a more robust site, capable of holding patients’ attention.

Images and content go hand-in-hand, so the second-tier of our marketing campaign involved creating valuable content in the form of blog posts and social media presence. Across the board, content has been curated to be relevant to the target market and on-trend with current procedures and treatments.

Tier three of our marketing blueprint focused on presence within the local Boston plastic surgery market. Since the inception of Dr. Lin’s marketing campaign, our team has maintained consistent information in 200+ citations within the area of this practice. The implementation of SEO strategies using long tail keywords also assured relevance to patients in the Boston area seeking a qualified, experienced plastic surgeon.

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Results

Since partnering with Advice Media, Dr. Lin has been featured as an authority in plastic surgery in reputable publications including the Boston Globe, National Geographic, USA Today, BBC, and Zwivel.

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ESTIMATED ROI IN 2 YEARS

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WEBSITE TRAFFIC INCREASE IN 2 YEARS

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TOTAL CONVERSIONS INCREASE IN 2 YEARS

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SOCIAL MEDIA ENGAGEMENT INCREASE IN 2 YEARS

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I HAVE EXPERIENCED MORE LEADS WITH A COMPLETE PLATFORM THAT BRINGS TOGETHER ALL THE COMPONENTS OF MY CLINICAL PRACTICE, RESEARCH, AND ACADEMIC/TEACHING RESPONSIBILITIES.

/ Samuel Lin, MD, FACS

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Summary

With a broad marketing strategy that includes social media, blogging, SEO, website development, and reputation management via PR opportunities, Dr. Lin has gone from a relatively unfamiliar face in the Boston plastic surgery market to being recognized as a Top Doc by Boston Magazine.

Position your Practice at the Forefront of your Target Market with Valuable, Relevant Content. Contact us for detailed information that will help you reach new heights.

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