Leonard Hair Transplant Associates
Dr. Robert Leonard, a noted hair restoration surgeon with over 20 years of experience, has developed a thriving practice with eight locations in RI, MA and NH. The primary target market for hair restoration solutions is men in their 30s although women in their 40s are becoming a strong secondary market. Both men and women spend a lot of time researching options in the privacy of their home.
Worldwide, 225,800 hair restoration surgeries were performed in 2006, representing an increase of 34% over the prior year in an industry valued at over $1.2 billion.
Dr. Leonard’s competitors use a variety of marketing methods to engage prospects and patients ranging from the more traditional direct mail, advertising, radio and television to newer tactics like email, blogs, and podcasts.
Action While Leonard Hair Transplant Associates employs a robust marketing strategy that includes TV, radio and print advertising as well as pubic relations, it lacked an effective and consistent means of communicating with patients and prospects on a more personal level.
Solution North Star Marketing developed a branded email newsletter coined “Hairlines” which is distributed every 6 weeks. Prospective clients are invited to sign up for the newsletter following their initial consultation with Dr. Leonard. A Welcome email describing the benefits of Hairlines is distributed to new readers before the first issue arrives in their email box.
Patients and prospects receive information about new treatments, technology, industry trends, before and after photos as well as patient stories and testimonials. Subscribers can also ask Dr. Leonard questions to which he will respond directly. For those seeking more information the newsletter contains links to Dr. Leonard’s website, recent articles and press releases.
Results By all accounts “Hairlines” subscribers like what they are reading. The 31% open rate for Dr. Leonard’s email newsletter is consistently higher than the industry average of 23%. In addition, readers are digging deep for more information on selected topics as evidenced by the average click-through rate of 8% which is nearly two times above the industry average. And finally, patients and prospects are engaged enough to regularly email questions and provide feedback to Dr. Leonard. |
Insight 