1. Researched his patients and found that

   1. They were thrilled with the results of the procedure.
   2. They found the surgeon by chance and took a leap of faith to get the procedure done.
   3. The main driver for getting the surgery done by this surgeon was his stellar reputation
   4. They believed that the disease was not their mistake (the general perception is that it was due to their lifestyle), and the surgeon really believed that it was not their fault.
   5. Their main concern before the surgery was the condition of hospital in TJ, Mexico.
   6. In addition
      i.      The surgeon organized support group meetings that helped patients understand the procedure and deal with their disease; pre and post surgery.
      ii.      His prices were 50% of the fee in US.
       

2. Armed with this information, we executed the following marketing campaign for him:  

   1.  Developed a website for his practice with the following objectives:
      i.      Inform visitors to the website about surgeon’s qualifications and experience.
      ii.      Educate website visitors about the procedure and its advantages.
      iii.      Helped the surgeon employ US based patient facilitator who had 100% knowledgeable of the procedure.
      iv.      Highlighted the patient facilitator as much as the surgeon on the website so that they could immediately relate to her.
      v.      Educated them about the facility in TJ to alleviate this concern.                             vi.      Provided several testimonials with before & after pictures.

2. Advertised the website with appropriate keywords on Google, MSN & Yahoo.  
   
   

   i. Tracked the pages that most visitors clicked to, which turned out to be the price page. ii. We created a gateway and made visitors fill a form to see pricing.

   iii.      Everyone who filled the form to see prices automatically received a marketing email.                                                                                                                       

3. Created an online forum where prospects can chat with the surgeon and his patient facilitator. 
4. Added all emails to a database and started sending informational bi-weekly newsletter about the disease, latest news, and success stories. 
5. Had patient facilitator call prospects that also left their phone number on the contact form.

Results of this campaign were spectacular:

1. 1,000 leads a week, 40% with phone numbers, which was followed up by his patient facilitators to help them in their decision process.
2. Since prospects contacting were already educated about the procedure, surgeon, prices, etc, the sales process became a lot easier.
3. Chat section became a key source for initial customer contact. The surgeon now spends 1-hr a day chatting with prospects.
4. AND most important – his average monthly bookings for the past three months were 91 surgeries, up from 19, – a 379% increase.

The marketing process generates booking for surgery based on how much the surgeon chooses to advertise. He has complete control on his workload.

Any business can get similar result if the marketing is planned right. The basic strategy is same

1. Identify target customer
2. Understand their hot-button issue that the product addresses
3. Design marketing material (website, or brochure, or radio ad, etc.) addressing hot-button issues
4. Communicate via any marketing medium – website, print, radio, TV, etc.

Visit www.gmrwebteam.com or contact us at 949-679-3418 for web design and marketing solutions if you want to replicate the results of this surgeon.