ADVANCED DERMATOLOGY - B2C
PPC for Skin Cancer & MedSpa Centers
Services
- Landing Pages
- Pay Per Click (PPC)
- AB Testing
Background
Advanced Dermatology & Skin Cancer Center, PLLC, and its sister company Revive Medical Spa, provides complete, expert dermatologic care from infants to seniors in Fayetteville, Bentonville, Harrison, and Rogers, Arkansas. The practice encompasses general, medical, surgical, and aesthetic dermatology.
NW Arkansas is headquarters to some of the biggest hitters in Retail: Walmart, Sam’s Club, JB Hunt, and Tyson, to name a few. As a result, this area is home to many major brands with fairly large offices and staff that make very good salaries compared to the rest of the state.
Industries
- B2C
- Dermatology
- MedSpa
The Challenge
The client wanted to increase visits to their various locations from both existing and new customers. After consulting with the search engine marketing experts at Purplegator, Advanced Dermatology decided to focus on search campaigns to attract, convert and retain. The marketing department at Advanced understands whether a potential patient is researching reconstructive procedures or looking for a cosmetic surgeon, that person’s first point of contact is most often Google. Further, they know If their practice shows up on top of the page in response to the prospect’s query, and the copy is written to address their needs, that potential patient/customer is highly likely to visit their website and make an appointment.
The Approach
Purplegator developed five distinct PPC/ search campaigns to focus on the various elements of the business:
- Competitor Campaign
- Dermatology
- MedSpa
- Skin Cancer
- CoolSculpting
Google has very strict rules about what it considers “experimental treatments”. Anticipating this, Purplegator created a secondary website for custom landing pages designed to convert. The highly experienced Gator search team navigated the medical search term requirements professionally and expeditiously. As statistically accurate data was accumulated, the Gators utilized its Conversion Rate Optimization (CRO) skills to continually enhance results based on its A/B and multivariate testing results.
The CoolSculpting campaign is running as a Performance Max Campaign. It’s designed to find more converting customers across all of Google’s channels including Search, YouTube, Display, Discover, Gmail, and Maps.
The Outcome
The client reports adding additional front desk help to answer calls. Based in part on the success of the Purplegator campaign, the business recently opened their 4th location in Rogers, Arkansas.
The Purplegator Search campaign call tracking shows that the program has driven 3,488 calls to the practice since January of 2022
Calls for CoolSculpting increased 48% from last year to this year.
Cost per call has dropped 56% to date from last year.
Recently named one of the Top CoolSculpting Elite providers in Arkansas
Named a Celebrate Arkansas Magazine “Very Best” winner for Best Day Spa for the 7th year.
* (no awards were given in 2020 due to COVID)
Named a “Best of” Winner for the 10th consecutive year in Northwest Arkansas CitiScapes Magazine