Platform was engaged to strategically plan, craft and launch a content-rich website that served as an effective positioning statement for Dr. David Caminer, an incredibly reputable Plastic Surgeon and his private practice, the Caminer Clinic.
Our brief included the design and execution of an holistic, integrated marketing strategy, including, non-surgical and surgical content creation, website design and development, art direction and artist liaison, search marketing, email marketing, social media, and launch and PR support.
The Challenge and the Opportunity
Working within a highly regulated health environment requires a thorough understanding of AHPRA and the Medicines Code of Conduct guidelines. The first challenge was therefore to create a strong client focused message, using art, multi-media and written web content, between the Caminer Clinic and the target audience.
The second challenge was to ensure that the website was scalable, informative and educational (non-sales like), responsive and highly considerate to the usability needs of a mobile oriented audience. Our third challenge was to provide Dr. Caminer and the Caminer Clinic with new, well suited patients, using a carefully crafted and executed online campaign.
Our solution to evolving patient-expectations for an innovative, user-friendly online presentation:
One of the key milestones for this project was the bespoke design and development of a mobile-orientated CMS responsive website. This website uses cutting edge technology and authentic content to foster a service model and a communication suite that ensures seamless, yet personable contact throughout the entire online patient journey.
Our solution to patient marketing:
In alignment with the launch of the new website was the launch of an online campaign for various surgical procedures. The underlying strategy included email marketing, innovative search marketing, and content marketing – all of which aimed to increase patient consultations and surgical bookings.
Our deep understanding of patient behaviour, across the online space, allowed us to attract and select only the most suitably-fit patients for the practice, as well as position Dr David Caminer as a specialist in some of the more niche procedures.
Our solution to the challenge of empowering patients through authentic and in-depth education:
To ensure complete transparency and to build on-going client confidence, our aim was to provide an in-depth and comprehensive explanation of all Dr Caminer’s surgical and non-surgical procedures. Access to such information upfront, not only empowers Dr Caminer’s clients in their decision making process, but the inclusion of Dr Caminer’s personal thoughts, preferences and explanations, demonstrates his deep understanding of his client’s needs.
To further the connection between Dr Caminer and his clients, all content was written in the first person, with a personal, educational and informative focus, rather than being written in a dry, medical and less informative manner.
Our solution to the challenge of patient-reluctance and the negative perceptions relating to the unethical, unrealistic before and after imagery:
Rather than follow the conformity of many competing practices within this space, where sometimes misleading imagery of ‘unnatural’ and digitally manipulated people are presented as authentic patients online – we took an entirely different approach. Working with globally – recognised and Archibald Prize winning artists, we developed a more ‘artistic’ representation of plastic surgery, and the diverse range of procedures performed by the clinic.
Designing the website and writing all of the content was a well-considered strategy, which achieved the desired results. The completed website has enhanced Dr Caminer’s reputation as a pre-eminent Plastic Surgeon in Sydney, resulting in both a rapid increase in patient consultations within the first 3 months of launch and a vastly improved ROI for his online marketing campaigns.
Specifically, we achieved the following outcomes:
- Over 6,000 words of authentic and unique wen content, across 42 unique surgical and non-surgical procedure types.
- Patient consultations increased by 276% within the first 3 months of launch.
- The ROI for the Cool Sculpting Campaign (Online Marketing), increased by 412.5%.
- Dr Caminer’s online reputation was enhanced across all search engines and the authority of his website was established.
” In this day and age of high tech computer technology, it is a sad fact that true artistry can be artificially created and manipulated. This is why I do not agree with showing before and after, pre and post photographs of surgeries that I have performed.”
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Sydney (Head Office): L 40, 100 Miller Street, North Sydney, NSW, Australia, 2060
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Sydney (Head Office):
L 40, 100 Miller Street,
NSW, Australia, 2060
5/F, No.89 Taixing Lu,
Jing’an District, Shanghai