The Aesthetic Skin Clinic is 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 of which are carried out by an award-winning team of experienced and innovative cosmetic doctors, surgeons, dermatologists and aesthetic nurses.
When The Aesthetic Skin Clinic first approached us back in 2014, they were looking for an effective and long term digital marketing strategy that would help them build brand awareness, increase their visibility online and highlight their expertise within the cosmetic industry in order to build lasting relationships with their patients.
As the Cosmetics Industry is very competitive, we decided that the best approach was 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 adapt our content 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, as well as increase their keyword positions in organic search rankings.
Strategically written Digital PR articles followed suit, aimed at increasing brand recognition by linking them to well-known medical publications, 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 on social media became a trending topic. 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.
To complement our Content Marketing strategy, we have also utilised The Aesthetic Skin Clinic social media channels to consistently put fresh content in front of their audience. Alongside promoting the blogs we have written, our content also 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.