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Optifast
www.optifast.ca
Dr. Peter Goldfarb, a practicing general practitioner in Toronto, Canada decided to market a personally administered weight reduction program. However, the Ontario Medical Association strictly prohibits doctors from engaging in promotion. The website would be solely responsible for attracting patients.
Need
Legitimize and differentiate Dr. Goldfarb’s Optifast program from his major competitor, who advertised nationally on radio and television.
Solution
Using his professional selling skills, Brian secured permission from Novartis Pharmaceutical to use its copyright-protected logo, graphics, and Body Mass Index calculator. These measures, gave Dr. Goldfarb site instant credibility.
The informational site emphasized Dr. Goldfarb’s caring, personal coach approach, reinforced by an empathetic tone. To be more readily found on the Internet, StrategiContent’s SEO copywriting and services were applied.
Results
Combined with other tactics researched and implemented, the site is listed three times on Google’s 1st page. Dr. Goldfarb receives 6 qualified inquiries per week, and sees an average of 20 patients monthly.
Dr. Peter Goldfarb, MD
“The site works. Brian took the time to understand my product, the market, and my competition. He showed excellent judgment in deciding what should get written about, the tone to take, and what questions might be asked. His writing is of professional calibre and perfectly suited to my patients.” |
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