ContentClicks Case Study - Chicago IL Plastic Surgeon
Outcome:Revision Positioning That Filters Wrong-Fit Cases
Client: Board-certified plastic surgeon (NYC), fictional revision-focused practice (For the purposes of case study)
Location: Chicago, IL
Focus: Revision rhinoplasty; complex facial procedures
Engagement: 90-day build + ongoing optimization
Constraints: High enquiry volume; many poor candidates or budget/expectation misalignment; strict professionalism posture
The Challenge
The Situation (Before)
- Enquiries were plentiful, but consult time was consumed by low-probability cases and unsuitable candidates.
- Patients arrived with internet expectations; significant ‘I need to think about it’ friction at decision stage.
- Surgeon required privacy-safe, professional publishing with written approvals and defensible record-keeping.
What ContentClicks Implemented
- Candidacy filter system: ‘Are you a candidate?’ guide + FAQ hub (what’s typical, what varies, who is not a candidate).
- Front-desk enablement: templated responses that route patients to education before booking (reduces wasted consults).
- Website conversion path: fewer CTAs; clearer prerequisites; expectation-setting earlier in the journey.
- Governance: written sign-off (timestamped), version history, and 12-month archive. View our process here.
- Measurement: consult-quality reporting (enquiry-to-booked, booked-to-show) aligned to clinic economics.
Outcomes
Early Outcomes (60–90 Days)
- Higher-intent enquiries; fewer inappropriate requests reaching consult stage.
- Reduced decision-stage friction because patients arrived better informed about candidacy and recovery realities through the use of Patient Education Guides – see one through our Plastic Surgery page.
- Stronger premium positioning around judgment, standards, and appropriate planning (without hype).
Beyond 90 Days (Scale Without Losing Control)
- Add a second asset focused on recovery planning and post-op reality to further reduce decision friction.
- Quarterly review tied to consult quality and schedule efficiency, not vanity metrics.
- Expand the archive and approvals workflow across all core channels for defensibility.
Why This Worked
- A focus on progressive improvement rather than attempting to do everything at once.
- Utilizing Patient Education to reduce the noise and increase the number of quality bookings.
- Creating a clean and professional mission driven website to drive the right type of patient to the practice.
