Originate

Specialists in cosmetic surgery and non-surgical cosmetic procedures for over 20 years, The Alexandra Clinic has built up a strong reputation for excellent consultation, patient care and surgery. In order to grow and keep up with the trends and demands for cosmetic surgery, the business needed to increase its awareness and penetration, ensuring they were the clinic of choice in the customer’s decision making process. Marketing Team Direct conducted an audit of the market and communications and set about identifying their desired brand values to develop a new brand strategy. The website, as their most valuable marketing asset, became the core component.

Integrate

Creating awareness of The Alexandra Clinic amongst the identified target group on a limited budget meant Marketing Team Direct had to do the simple things extremely well. Existing consumer advertising and messaging was refined and made more responsive, a suite of offline collateral produced including information guides, follow-up consultancy and referral prompting direct mail to existing customers. All communication and noise is designed to prompt a direct enquiry or drive traffic to the new website, built in our Content Management System supported by our highly successful organic search engine optimisation strategy.

Accumulate

Within the first 3 months of launching, the new integrated activity increased response and enquiries by 33% when compared to similar previous periods, all feeding a new and rich database. Unprompted awareness, although not specifically measured, was reported by the client as being ‘significantly higher’. A marked increase in acknowledgements of referrals by clients as a result of the new activity levels was also noticed. The new website, although still finding its feet in organic search is performing extremely well on planned keywords and is playing a vital role in the provision of information, confidence and conversion to enquiry.