Background
In 2009, a newly minted gynaecologist working in a large, private hospital realized that to establish himself in a competitive medical field, he needed more than just his credentials. He needed a strategy and an online presence that positioned him as the go-to expert in his niche.
The Strategy
He approached us as he had known us through our work with the medical association that he was part of. He had seen how we had helped the medical association set up its website and he was impressed and knew that he could trust us to design his website.
Unlike other web designers, we don’t just design websites; we first craft a strategy before anything else. During our discussion with this doctor, we explained the importance of a clear niche and a focused strategy.
Many doctors attempt to offer all the services they have which is why many doctors, despite having websites, don’t achieve much success online.
After hearing why we build the websites we build, this client took our advice and decided to specialize in something dear to many couples – conceiving and getting pregnant. He decided that fertility treatments and helping women conceive would be his main focus. This was a bold yet strategic decision in a highly specialized field for a doctor who was just starting to market himself.
As marketers and business strategists, we designed and developed a website that highlighted his expertise in fertility treatments. Every aspect of the site, from content to design, was crafted to position him as the leading authority in helping women with infertility issues. His website was a powerful marketing tool that communicated his specialization and attracted the right patients especially patients who were searching for a trustworthy doctor.
The Results
Some 15 years later, the results speak for themselves. This doctor is now widely recognized as the go-to expert for pregnancy-related care. His practice has grown tremendously, allowing him to hire nurses and even a personal assistant to manage his social media presence. His patient base has expanded significantly, with referrals coming in steadily from satisfied patients. He has never run an advertising campaign nor has he ever done any marketing except leverage his website. His website has consistently produced patients for his practice over the past 15 years. And we have had the pleasure of not just creating but managing his website all these years.
Other doctors have seen his success and tried to copy his website but to no avail. It’s not about the design, although that matters.
It’s the strategy that accompanies the website that produces the results.
Recently we met him again—not to discuss how to grow his practice (because it was already flourishing), but how to reposition himself for the next phase of his career. With his success in fertility treatments well established, he is now looking to capture another emerging market and build upon his reputation.
The Takeaway
This case study demonstrates the power of strategic positioning coupled with a marketing asset such as a website. The right messaging and the right positioning will over time deliver results. When a business—whether in medicine or any other field—is accurately positioned, it naturally attracts the right clients, builds credibility and grows sustainably.
If you’re a medical professional or business owner looking to establish yourself in a niche and grow your brand like this doctor did, we can help. Get in touch with us today and let’s craft a winning strategy for you.