Launching SMILE Surgery
in Taiwan
Dr. Eye has 11 vision clinics across Taipei and was keen to expand their services. They invested millions in ReLEx SMILE - a new state-of-the-art laser vision correction procedure. We worked to create awareness and develop market share.
Services
- Research & Strategy
- Copywriting
- User Experience
- Web Design
- Development
- SEO
Industries
- Healthcare
- b2C
Year
- 2017
The Problem
In 2015, our keyword research identified a problem in Taiwan: nobody was searching for SMILE surgery because it was a new procedure, and patients didn't have brand awareness.
To win any market share they needed a patient-centered marketing approach.
More clicks translate into more visitors, leads, and customers for their business.
Mapping the Patient Journey
Google research shows that 77% of patients search the internet before scheduling medical appointments. They begin their search on conditions and symptoms.
People trust brands that educate and inform them. So, our digital strategy was to map the patient journey, identify the difficulties they had with their conditions, to provide comprehensive information that is easy for the patient to understand and emphasize that Dr Eye would be there during moments that matter.
How Patients Search
The Solution
As we began to map the patient journey, we realized that people's default search was for LASIK or PRK vision surgery. So, to be successful online, our content strategy builds pipelines to the patients by informing and comparing the different laser vision treatments available.
Also, we built comprehensive patient guides for eye conditions that rank highly on google and consistently drive organic visitors to the site.
Fast Loading
When you have medical questions, you typically aren't sitting on your desktop computer - patients are on the go, so the default search device is from a smartphone – so we needed to design a site that is mobile-first. The site offers easy-to-use navigation and is fast loading – as the average page takes only 1.86 seconds. Now, over 70% of visitors access the site via mobile, and 86% come via search engines.
The Results
+427% Mobile Traffic Increase
+381% increase in organic traffic
+335% increase in site visits
#1 Position for 'smile 雷射'
Surgery GOOGLE SEARCH POSITIONS
- prk 手術1
- smile 近視雷射1
- relex smile2.5
- lasik4
- lasik 手術2.4
- 近視雷射手術 6
(Myopia laser surgery)
Eye Conditions GOOGLE SEARCH Positions
- 麥粒腫 2.7
(Stye) - 霰粒腫2
(Chalazion) - 眼睛疾病1.1
(Eye Conditions) - 飛蚊症3
(Floaters) - 針眼3
(Hordeolum) - 近視7.3
(Nearsightedness)
These organic search results drive traffic, as 75% of all clicks are first page results, and a no 1. position accounts for around 35% of clicks.
For Dr. Eye, our digital strategy acts as the lead touchpoint for their overall brand. Visitors see clearly that DR EYE has their health and best interests at heart. The site is entirely patient-centered and inspires and converts visitors into patients.
