The Aesthetic Skin Clinic is a state-of-the-art cosmetic clinic based in Belfast, Guernsey and Jersey. Delivering the most advanced cosmetic procedures, they specialise in both surgical and non-surgical treatments. All treatments are carried out by an award-winning team of experienced and innovative cosmetic doctors, surgeons, dermatologists and aesthetic nurses.
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Working in an industry that is highly competitive resulted in The Aesthetic Skin Clinic targeting customers that have an abundance of choice, with a high volume of brands competing for their attention. It was also crucial for their brand to project trust, transparency and thought leadership in the market, as these are key factors to success and long-term client advocacy.
With the cosmetics industry being so highly competitive, it was important to develop a content marketing strategy that would establish The Aesthetic Skin Clinic as an authoritative voice within the cosmetic sector. Through carefully researched and written blogs, we aimed to attract and build trust among potential patients by educating readers on both the treatments available and their own health.
This approach involved carrying out extensive keyword research at the very beginning, in order to identify the most commonly searched phrases and questions. From this, we were able to produce useful and fully optimised blog posts that have since helped to establish The Aesthetic Skin Clinic as a reliable and trustworthy expert in both the medical and cosmetic industry; this also increased their keyword positions in organic search rankings.
Strategically written Digital PR articles followed suit, aimed at increasing brand recognition by linking to well-known medical publications, as well as highlighting expertise and industry knowledge through addressing the wider concerns of the readers.
This part of the strategy involved carrying out research into subjects that were relevant to the cosmetic and medical industry, looking for any trends in topics being discussed. A good example of this approach was when the issue of medical professionalism became a trending topic on social media. As a response, we created an article that discussed the topic in relation to clinical professionalism in the cosmetic industry. We then reached out to several medical publications with the article, offering them an expert opinion on a topic that, at the time, was being heavily discussed online. This successfully gained us coverage in the widely distributed Aesthetic Medicine Magazine.
Another key component of our content marketing strategy utilised The Aesthetic Skin Clinic social media channels to consistently put fresh content in front of their audience. Our content covered a wide spectrum of topics, including celebrity and lifestyle news, treatment spotlights, and health-related blogs. This allowed us to target readers at every stage of their journey with The Aesthetic Skin Clinic, from research to enquiry and through to booking a consultation.
Working alongside The Aesthetic Skin Clinic to develop creative concepts that have allowed us to increase their visibility online and highlight their expertise within the cosmetic industry.
2,012 website sessions generated from content marketing
41% increase in organic traffic
26% increase in visitor sessions
122% increase in mobile search traffic