After opening in March of 2015, Carilion Clinic’s new Cosmetic Center was struggling to win business in Roanoke and the surrounding region. Their web presence was buried within the larger CarilionClinic.org site and did not offer a clear, compelling reason for prospective patients to choose the new facility with its experienced physicians.
Our research indicated that cosmetic surgery is typically marketed online in one of three ways:
Patients who choose to have an elective procedure are willing to do their research. However, none of these approaches actually help patients to make a thoughtful, informed choice.
“We decided to apply e-commerce best practices like a flat site hierarchy, appropriate product information, and a focus on conversion to make it easier for consumers to both explore and take the next step.”
We transformed the traditional process of promoting cosmetic procedures via price or setting unreasonable expectations. Instead, we decided to apply e-commerce best practices like a flat site hierarchy, appropriate product information, and a focus on conversion to make it easier for consumers to both explore and take the next step.
By applying e-commerce best practices and designing a responsive, conversion-focused site, we disrupted how elective procedures are promoted on the web. The result has led to deeper engagement from website visitors and more conversions for the new Carilion Clinic Cosmetic Center.
