Fertility Marketing Showcase
San Diego Fertility Center (SDFC), Dr. William Hummel & Dr. Michael Kettel
San Diego Fertility Center is one of nine major fertility clinics in San Diego. When Fertility Marketing took over their marketing activities in 2001, their most immediate need was a new website design that allowed for expansion and new content that would attract repeat visitors to the site. The website www.sdfertility.com was launched in November 2001. Over the three years following the launch, San Diego Fertility Center increased their website content from 62 to178 pages, achieved a No.1 ranking on over 100 major key phrases in San Diego on all important search engines, increased the website visitor numbers by 550%, and increased the average time each visitor spent on the site by 350%.
In 2005, it was time to redesign and restructure the site to adhere to current web standards. Besides new and unique content, the new site included a site-wide search feature, easy to find free multi-media patient education tools, and a Site Center. It complies with the American Society for Reproductive Medicine’s "Guidelines for advertising by ART programs," and follows the advertising regulations of the California Medical Board. It also follows the American Medical Association’s ‘Guidelines for medical and health information sites on the Internet and is HON Code certified. The contact forms are transferred via Secure Socket Layer (SSL). The site uses a validating cascading style sheet (CSS) design, XHTML valid code, and is Section 508 compliant, which is helpful for physically disabled visitors and for visitors accessing the site via a hand held device.
After the first two months on the web, Fertility Marketing ran a search engine position report on 27 important key phrases. On Google alone there was an aggregate increase of 133 positions, with 5 new top 10 rankings. In May 2006, 50% of fertility patients reported that they had visited the site before making an appointment for a consultation. The total number of unique visitors increased by more than 100% over a 4 month period (February to May 2006).
After the main website took over the No.1 spot in search engine rankings for fertility in the local San Diego market, Fertility Marketing's efforts were concentrating on reaching competitive rankings nationwide and overseas. In June 2004, a new website, www.eggdonor4u.com, was launched to increase national and international recognition of the specialized services of egg donation for the Center. The new, search engine optimized site was immediately promoted in national and international pay-per-click campaigns to increase the number of referring sites and quality traffic. International patients from over 35 countries visit the site every month. Within a nine-month period, site marketing increased the number of egg donor candidate applications and doubled the number of egg donor cycles at the center. With the increasing demand of egg donor applications and recipients alike, Fertility Marketing implemented a convenient and secure online application tool for egg donor candidates in December 2005. This application tool quadrupled the number of donor applications within weeks and reduced administration and paperwork of the program significantly. In May 2006, a searchable and sortable online donor database was launched, making the donor matching process more efficient for recipient couples and SDFC staff.
San Diego Fertility Center also used Fertility Marketing's services to monitor patient satisfaction over time, expand the physician referral network, and expand patient educational materials such as a monthly electronic newsletter, patient manual on mini CD ROM, brochure redesign, and online patient education videos.
Live patient seminars were initially held at the San Diego Fertility Center. With increasing patient volume from outside San Diego county, Fertility Marketing added a virtual tour of the facility and broadcast its seminars via the Internet. Two seminars were recorded and have been made permanently available on the main website. Attendance can be monitored, and marketing data collected via a password protected login portal. Instead of a simple video, the seminar displays the speaker and the presentation slides, and allows attendees to download handouts and ask the presenter questions via email.
With the help of our marketing efforts, San Diego Fertility Center has been able to constantly increase overall patient volume and double patient volume for their preferred cases.
Comments about our work from the physicians:
“You fill a special place at the San Diego Fertility Center – we love having you here! Your expertise in marketing, computers and multiple means of communication keep us on the cutting edge of a highly successful fertility center! Thank you!” William P. Hummel, MD
“Thank you for all the things you do for us! Sometimes they go un-noticed, but their count all the same and we appreciate it greatly.” L. Michael Kettel, MD
Contact us today to hear what we can do for you...