Summit Foot + Ankle
Work Examples
Overview
One of the projects I worked on at Summit Foot + Ankle (SFA) was implementing a website refresh to allow for a better user experience, editing copy for SEO results, and adding features appealing to different website visitor preferences.
- Reviews were added from customers to help them feel comfortable about setting up an appointment.
- A contact form was added to appeal to patients who prefer to schedule appointments online, with the intention to secure self-scheduling software or platform in the future as well as to catch patient appointment requests when we are out of office hours.
- At a glance, main service options were added to add awareness to what we treat and provide and allow for more education on visitors specific pain points.
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Accomplishments
Received contact forms immediately after implementation, resulting in recovering approximately 80%+ of missed patient opportunities on our website after hours and overall.
Increased brand and service awareness for SFA podiatry clinics, also resulting in fewer patient questions about what services we offer, which led to decreased time efforts for staff and reception, and more ability to run digital ads full-time.
Implemented an edgy and appealing design, (one of very few podiatry or medical websites) that allowed us to have a theme (journey and adventure) while also being professional.
Overview
SFA wanted to do a wound service push, to spread awareness and gain more foot wound patients. I implemented a digital strategy to go along with the doctors' efforts. We started with a re-vamp of the wounds page on the website, aligning its content, design, and user features with the new home page from our initial website refresh. Since we were limited on web development resources, I designed the webpage to be multi-purposeful to educate patients, as well as to be able to stand by itself as an ad "landing page" and a Google search result page for people searching for education about wounds on their feet. Most importantly we wanted to keep the modern design, give website visitors a good amount of knowledge, and not have the page be too lengthy and wordy at first sight. This feature was accomplished by introducing sliders and drop-downs in areas that need more information, so visitors have the option of gaining more knowledge but are ultimately in control. This also enabled us to get all of the SEO and SEM context we sought, helping to increase our chances to appear on search results.
Being that we had a limited budget for this initiative, I also ran a 30-day video campaign on Facebook based on wound-related symptoms. This allowed us to maximize our conversions; if another platform like Google was chosen we would have likely been outbid with the available budget (SFA is in the health industry with many medical clinics and podiatry practices within the clinic radius, requiring us to have to spend more to gain visibility on our ads). This made Facebook one of the best platforms for a very short turn around to get results.
Accomplishments
Brand awareness
76% increase in website traffic to that specific page over 14days.
Yielded 23 appointment calls, 640 link clicks, and over 50K in estimated minimum profit.
Overview
As part of SFA's overall long-term marketing strategy the brand refresh needed to be updated on all aspects of the company, including print materials, media, commercial ads, social media pages, internal materials, and more. I re-vamped all of the existing marketing materials to fit new branding guidelines and messaging. This allowed for our messaging to be consistent across all initiatives and to cut out confusion and ambiguity for the staff and patients. Here are a few items that contributed to the SFA identity phase and other projects I was able to contribute to while working with this company.
