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Client: Edina Eye Physicians and Surgeons, P.A. Domain: www.edinaeye.com Industry: Healthcare Reside Services Utilized: Web Strategy, Web Development, Web Marketing. |
Situation: Edina Eye Physicians & Surgeons, P.A. is a multi-specialty ophthalmology practice with over 40 years of experience and multiple locations in the greater Twin Cities area. With a specialty in custom LASIK vision correction, and expertise across several other medical eye care areas, Edina Eye sought to build a new public website and strategic web marketing plan that would draw in prospective customers, while serving their existing patient base with valuable resources and points of interaction with Edina Eye. Solution: From the creative elements of the site, through the technical back-end functionality, Reside worked with Edina Eye to design a web presence that would appeal to the practice’s many audiences. Some unique features include a “change text size” function, allowing vision-impaired visitors to increase font-size across the site for easier reading. The look and feel of the site focuses on presenting a visual message, partnered with relevant content. The home page features a compelling Flash element which can be updated regularly to keep the site “dynamic”, as well as present current and relevant information to viewers. The sub-levels maintain visual appeal through the application of high-impact, people-centric imagery. The structure of the site supports an array of content that is tailored to the unique interests of the site’s visitors. Prospective patients can learn about the practice’s experience and services; current patients will find ways to interact with Edina Eye, as well as streamline their office visits; and the general public can learn more about how to care for their vision. Additionally, the site acts as an information gateway for the many referring physicians that partner with Edina Eye for their patient’s medical eye care care. Finally, Edina Eye continues to engage with Reside to further enhance their web site, with a special focus in the area of Search Marketing. In a highly competitive environment, Edina Eye continues to seek ways to attract prospective patients who are researching LASIK and related medical eye care services. Reside works with Edina Eye to provide ongoing site optimization services, as well as web campaign management. These regular efforts continue to build the practice’s overall search rankings, click-throughs, and conversions. Result:
“Since the launch of our site, Edina Eye has seen a significant
increase in the number of qualified visits that we get to our site each
month. Through regular review of our site analytical reports, and
interaction with our new patients, we’ve been able to track that 30% of
our website feedback is derived from LASIK inquiries – one of our key
service areas. We’ve also seen a trend toward appointment
scheduling online, and based on these statistics, we know the web is
working to grow our business. Because of these early indications
of success, Edina Eye is continuing to invest in expanding the
functionality and quality content of our site. We are also moving
marketing dollars away from less-trackable marketing methods, to focus
these budgets on web-based marketing. It’s been exciting to see
such a definable ROI in such a short time-span.” |
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