Dr. Stuart MacKenzie is a Novocastrian born and University of Newcastle educated orthopaedic surgeon specialising in hip and knee replacement surgery as well as orthopaedic trauma surgery. Following the completion of his education and internship, Dr. MacKenzie embarked on a journey to further hone his surgical skills. His journey took him abroad to the United States, Canada and the UK for further training in his field.
Upon returning home to Newcastle, Dr. MacKenzie needed to develop an online presence which would serve to reacquaint him with the people of Newcastle as well as The Hunter Valley’s local GPs who had already developed relationships with orthopaedic surgeons located in The Hunter in order to develop a growing list of contacts and patients.
More Than Just a Website
“If you build it, they will come” might have worked for Kevin Costner, but to properly reintroduce Dr. MacKenzie to The Hunter Valley, Nimbler Digital knew that it would take a complete inbound marketing strategy.
Developing an Inbound Digital Marketing Strategy
Nimbler Digital developed a complete digital eco-system which helped to position Dr. MacKenzie as the premier orthopaedic surgeon in Newcastle. We understood that to accomplish this, we would need to define clearly his market and create valuable content which would serve to educate potential patients in The Hunter Valley on orthopaedics and joint replacement.
Underpinning the new website Nimbler Digital implemented a HubSpot automated email platform to facilitate the construction of personas and an inbound marketing strategy which would effectively nurture patients as they made their way through their buyer’s journey.
The HubSpot Strategy
Working with the HubSpot platform, Nimbler defined several personas, and buyer’s journeys for each. The inbound strategy was tailored to meet the individual needs of each persona through campaigns using carefully designed content including ebooks, blog posts, social media and opt-in emails and Newsletters. All while being mindful of detailed and strict regulations around promoting health professionals.
Complementing the development of tailored content, Nimbler Digital developed cohesive Pay-per-click, SEO and social campaigns to effectively reach a large potential audience whose needs would be met by Dr. Stuart MacKenzie’s expertise.
Nimbler Digital was approached by Dr. MacKenzie in December of 2016. At the time, he had no online presence. We launched both Dr. MacKenzie’s website and first official inbound marketing campaign in January of 2017.
Dr Mackenzie Has enjoyed month-on-month traffic growth, sign-ups and rapidly expanding enquiry volume.
Nimbler Digital ’s cohesive approach to inbound marketing has continued to produce positive results and growth for Dr. MacKenzie. His website now experiences thousands of visitors each month which generate a very healthy level of enquiry.
Nimbler continues to work with Dr. MacKenzie to further develop his online presence and to continue developing and nurturing leads through a cohesive inbound marketing strategy, all with the goal of positioning Dr. MacKenzie as a prominent orthopaedic surgeon in Newcastle and throughout the Hunter region.