My client was an integrative medical doctor based in Latin America who serves Spanish-speaking patients online. His primary goal was to attract new patients and maintain close relationships with existing ones.
Before we started, the client didn’t have a clear strategy for their digital channels. Their marketing efforts were fragmented and uncoordinated, and they did not track the financial results, which made it impossible to measure the impact of their campaigns.
My role was to develop a cohesive strategy and lead the execution across all digital channels. I also implemented a comprehensive reporting system to ensure everything was aligned and trackable, making it easier to measure success and adjust as needed.
What Were My Client’s Priorities?
After having a deep understanding of his business and vision, we agreed to focus on prioritizing the following actions:
- Increase website traffic and patient inquiries
- Improve conversion rates from visitors to leads and ultimately to patients
- Establish a sustainable and measurable content strategy
Quick Wins and Milestones
- Website Implementation: Launched a new, user-friendly website with an integrated blog to drive organic traffic
- SEO Optimization: Identified long-tail keywords relevant to integrative medicine to improve visibility in search engines. We also implemented on-page SEO best practices (including meta tags, headers, and internal linking) and enhanced off-page SEO efforts (such as link-building)
- Content Marketing: Developed a content calendar with topics that resonated with the target audience. We focused on educating the audience about integrative medicine and establishing the doctor’s expertise in the field
- Newsletter Management: Created a monthly newsletter to engage existing patients and attract new ones, offering valuable insights and exclusive promotions
- Conversion Funnel Optimization: Introduced a booking system for free consultations to lower the entry barrier for potential patients
- Analytics: Set up analytics tools to track users’ behavior and identify successful actions
The Implementation Took Place in 3 Phases
Phase 1 was focused on Building the Foundation. During this time we launched the website and blog, set up SEO, and established baseline analytics. During phase 2, we implemented the content strategy and began regular newsletter campaigns. Finally, phase 3 aimed for optimization & scaling. We worked on fine-tuning the SEO strategy, optimizing the conversion funnel, and scaling content production based on data-driven insights
Key Results
- Doubled website traffic in 6 months
- Achieved a 40% growth in organic leads
- The increased traffic and leads resulted in a 25% increase in patient appointments and a corresponding increase in the client’s income
Takeaways
One of the major successes of this project was the decision to prioritize their social media presence. Instagram gave us quick wins in lead generation, while we continued building a strong SEO foundation to ensure sustained growth over the long term.
Another smart decision was to collect the viewers’ emails and keep them in the loop through the monthly newsletter. By doing so, we could maintain a direct connection with the audience without relying solely on Google or Social Media platforms for traffic and engagement.