Objectives & Approach
From Concept to Reality in the Nation’s Capital
Dr. Patrick and Dr. Hannan contacted Studio 3 as reputed surgeons, each practicing independently and now starting their own practice together in the nation’s capital.
While creating a website and digital marketing campaign were new ventures, the doctors had already crafted a precise vision of what their new brand is and the value it offers to prospective patients.
The project kicked off with copy ideas outlined at a Starbucks on Saturday mornings, a logo that was a work in progress, and a set of core brand concepts that would guide the rest: prioritizing patient education; highlighting how a dual-surgeon model benefits patients and results; giving people direct access to their surgeons; and the overarching value of empowering others that inspired the formation of this practice.
It’s a credit to the brand concept, the CVs of its doctors, and digital execution that in a highly competitive Washington D.C. market, the new website started performing immediately upon going live, ranking #1 for “Plastic Surgeon Washington DC” searches by the following year.
Dual-Surgeon Model
With any new practice opening in a competitive market like Washington D.C. that has over 110 plastic surgery centers in operation, brand differentiation is all the more important for both creative and performance marketing results. Collaborating with Dr. Patrick and Dr. Hannan, defining and highlighting what makes Washington Women Plastic Surgery different and unique were keys to this project.
From Georgetown to Now
With a new website address, the challenge in attempting performance marketing is that the URL has no history or authority. Essentially, one starts from zero as far as SEO and hopes of lead generation via search marketing. The objective is to convince consumers, as well as search and answer engines, that even though the URL is new, the practice possesses an experience and expertise that deserves their trust.
Brand > Algorithms
As search and AI answer engines evolve, the businesses that show up highest in internet results are the stronger brands. The old days of “an SEO bag of tricks” don’t play. The brand that provides the most value to consumers, offers a service that’s superior and different, eventually becomes the winner in search marketing. It’s a credit to the Washington Women Plastic Surgery brand that their new website climbed search results so quickly, surpassing so many other, longer-standing plastic surgery websites.
