A challenge for marketers: what is the difference between promoting a multidisciplinary medical center and a highly specialized clinic?
While you are thinking about the answer, It was necessary to overcome the we will introduce our heroes today.
About the project, tasks and team
We continue the series of cases about the work of the Turbo PRO team — a division of Demis Group specializing in non-standard tasks. Complex niches, highly competitive topics, large-scale projects — this is their profile and main area of expertise.
Effective digital marketing helps clinics not only attract new patients, but also reduce advertising costs. How to achieve this? We will discuss this in detail on April 2 at the Demis PRO: Digital MED conference . Speakers include Callibri experts, MTS Marketer, MedBoost, clinic owners and digital specialists. If you want to get the most out of it, register. In the meantime, we will share key promotion strategies.
About the client It was necessary to overcome the
“I am healthy!” is a specialized clinic focusing on restoring women’s and men’s reproductive health. Many of the center’s methods are unique and have no analogues in Russia or the world.
Our cooperation with the clinic began back in 2017. During this time, we completely updated the website design, rebranded it, and achieved impressive results. At the time the Turbo PRO team started working, the monthly traffic of the resource was 80-100 thousand unique visitors per month.
But, as often happens, high traffic and stable positions do not mean that all goals are achieved. When the Turbo PRO team took the project under their wing, we faced a new challenge.
It was necessary to overcome the stagnation of traffic and increase the number of appointments through the website. It was necessary to overcome the
The ya-zdorova.ru project is an example of a comprehensive approach to SEO that goes beyond classic optimization. In working on it, our team combined marketing, design and SEO.
“I’ve always wanted to work with big brands and solve problems that go beyond the usual optimization. In our department, we don’t limit ourselves to classic SEO. We work on projects comprehensively, touching on different aspects of their development. And working with the resource ya-zdorova.ru is an example of such an approach. In the process, you need to be a bit of a marketer, a bit of a designer. This gives you the opportunity to constantly improve your skills.”
Anna Golovleva, SEO-Team Leader.
Niche features and key challenges It was necessary to overcome the
So, the answer to the question asked at the very beginning: the main challenge in working with highly specialized clinics is the limited audience capacity. However, the problem does not become critical immediately, but only at a certain stage, when the project already shows significant results.
Unlike multidisciplinary medical centers, where a wide range of services allows to cover a large audience and generate repeat visits, the reproductive center operates in a narrow niche. Its services are aimed at a specific audience, and repeat visits here are more the exception than the rule. Moreover, the absence of a repeat visit is an indicator of high quality medical care.
But what happens when all the main SEO tools are already in use, and the site’s visibility for key queries is close to 100%? Traffic stops growing, and every new +1% becomes a real challenge that requires finding non-standard solutions. This situation is especially relevant for projects with a long-term history of cooperation.
Most clients have been working with the Demis Group agency for more than 3 years, and at this stage the key task is to find new growth points to maintain momentum.
Is This Your Maximum? What to Do When It’s All Done
SEO for a site that has already reached significant heights is a completely different task. We cannot simply make a few changes and expect growth. Improving the results samoa business email list for an already pumped-up site requires a comprehensive approach and constant work with every aspect – from structure to usability. And even more… It is necessary to analyze the customer’s path, provide multiple touches of the client and the brand at different stages. And most importantly, it is always a team effort of an optimizer, marketer, usability specialist, programmer.
In the case of the “I’m Healthy!” project, work was carried out in several main areas:
- deepening the semantic core and developing the structure;
- working with information traffic and forum;
- combating robotic traffic and content theft;
- working with usability and updating the resource’s appearance;
- development of commercial and EEAT factors.
Now let’s talk about the most interesting moments
Optimization of the website structure It was necessary to overcome the
Over the years of working with the site, we have created number of indexed words a huge number of pages and sections. One of these was the information section “Encyclopedia of diseases”, which closes the top level of CJM and often provides the first contact with the brand. Over time, such pages began to collect commercial traffic, and search results became increasingly focused on commercial queries. In this regard, we decided to expand the structure of the services section, moving some of these pages into it as internal subsections.
For example:
- Cervical pathology — https://www.ya-zdorova.ru/uslugi/patologiya-shejki-matki/.
- Cervical dysplasia, causes — https://www.ya-zdorova.ru/uslugi/patologiya-shejki-matki/displaziya/prichiny/.
Example of a multi-level structure
In addition, we expanded the services section by adding sault data new subsections covering narrower areas and subservices. To help users find the information they need faster, we redesigned the menu structure. We left only one main menu, which combined all sections. A drop-down menu was also added for ease of navigation.