Derma Medical is a London based facial aesthetics training provider teaching non-surgical treatments to medical professionals. Since 2015 Derma Medical has grown from a 1 person start-up, to an international training academy. Now in 2018, Derma Medical have 7 training academies across the UK, Sweden, Dubai and Australia, a clinic in Harley Street, and a team of over 50. FreshOnline has been working closely with Derma Medical since the very start and we have played an instrumental role in growing revenue and promoting the brand internationally. In this case study, we look at the services we provide and how we have helped them expand.
Derma Medical now have six e-commerce websites, all designed and managed by FreshOnline. When Derma Medical first launched, they needed a website that looked prestigious so they could compete alongside more established training providers. We chose a cutting edge WordPress theme with an e-commerce platform to take customer bookings online. As the company grew, their websites have grown to. They now have six websites with heavily customised functionality to showcase the numerous training courses and clinic treatments which they offer around the world. These sites handled over £4 million of online payments last year. We’ve even written a website in Swedish for their training academy in Stockholm! With no walk-in offices, the websites are Derma Medical’s shop front to allow customers to book training courses and facial aesthetic treatments.
Social Media Marketing
Social media marketing and advertising were key to Derma Medical’s early success. When Derma Medical launched, the first challenge was to attract training delegates and cosmetic models to take part in their cosmetic training days. The courses were aimed at medical professionals and the model treatments were typically for middle-aged women. FreshOnline set up social media accounts on Facebook, Twitter, Instagram, LinkedIn, YouTube, Pinterest and Google+ and designed and executed paid and organic campaigns to drive customers in. These initial campaigns allowed Derma Medical to kick-start sales whilst they waited to climb the search engine rankings.
Search Engine Optimisation
Derma Medical were able to take bookings to the next level with traffic from Google. We knew that whilst paid advertising campaigns were great to kick start the business or provide a boost in specific areas, in the long term it can be very expensive. The next challenge was to rank Derma Medical high on Google to drive organic traffic to the website. After extensive keyword research, we adopted a strategy of on-page seo, site speed optimization, and content marketing. We also improved user experience and thus bounce rate to further favour our site with Google. The results were staggering with Derma Medical now ranking in 1st place on 36 different keywords. With 70% of all new bookings now coming organically from Google, it has proved worth the effort the become number one.
Email Marketing allowed Derma Medical to keep in touch with prospects and previous customers as the portfolio of services grew. Having worked hard to attract new customers, we wanted to make sure we could keep in touch with them on an ongoing basis using email marketing. We configured all contact and order forms to feed into carefully segmented marketing lists on the Mailchimp platform. From here we design and execute regular campaigns to promote our services, encourage repeat purchases and keep customers updated on the latest news. Derma Medical now has over 25,000 subscribers worldwide and we have been able to keep each one updated on the services and news most relevant to them. We have also harnessed some of WordPress and MailChimp’s powerful marketing automation tools to provide information and updates to customers whilst reducing their administration time.
When Derma Medical first set up, we recommended they use Office 365 and SharePoint for their email and cloud storage. This has proved invaluable as the company now operates in 4 countries and has over 50 team members collaborating together. FreshOnline set up and manage all Office 365 accounts a designed a Sharepoint team site to provide easy access to all company resources.
GDPR has meant big changes for all businesses using email marketing and FreshOnline were on hand to ensure Derma Medical remained compliant. We have recently updated privacy and data protection policies and transitioned all email marketing lists to be compliant. We also adjusted all contact and booking forms to make sure they allowed customers to “opt in” as required. Since the new legislation, Derma Medical has also decided to go electronic with all patient paperwork and adopted a new CRM provider which FreshOnline have worked closely with to make sure the solution is configured and ready to use across all sites.