ContentClicks Case Study - New York City Plastic Surgery Practice
Outcome: Higher-intent, better-informed enquiries and fewer wrong-fit consults through education-first conversion and governance.
Client: Board-certified plastic surgeon (NYC), boutique private practice
Location: New York, NY
Focus: Rhinoplasty, facelift/neck lift, breast revision, mommy makeover
Engagement: 90-day build + ongoing monthly optimisation
Constraints: Reputation-first; strict privacy posture; written surgeon sign-off (timestamped) with a 12-month archive; low-touch review cadence.
The Challenge
The Situation (Before)
- High enquiry volume, but inconsistent fit (budget-/expectation-misaligned enquiries; unrealistic expectations).
- Consult slots consumed by low-probability patients; no-shows/late cancels created outsized schedule disruption.
- Marketing was fragmented: inconsistent social, website not filtering effectively, limited attribution clarity.
- Surgeon required a defensible process: professionalism-first, privacy-safe, and controlled demand (not volume).
Objectives (90 Days)
- Increase the share of right-fit consult requests without chasing volume.
- Reduce consult waste (no-shows, late cancels, misaligned expectations).
- Elevate trust signals and implement a defensible written approval process with a 12-month archive.
- Improve attribution and reporting in a way that maps to consult quality (not vanity metrics).
What ContentClicks Implemented
- Pre-consult education engine: procedure-specific “Realistic Results & Recovery Guide” designed to set expectations and self-qualify. Download an example.
- Website conversion and filtering: streamlined procedure page + intake flow; fewer CTAs; clearer “appropriate / not appropriate” framing; tracking + form events.
- Education-first social cadence: myths vs reality, appropriateness (who it is and is not for), proof without promises; low-pressure guide CTA.
- Governance: written surgeon sign-off (timestamped), version history, and a 12-month archive; privacy checks for any patient imagery. View our process here.
WEEKS 1-2
Discovery positioning
Baseline Measurement mapped to Consult Quality
Governance Setup
WEEK 3-5
Guide Creation
Landing Flow
Booking Email Integration
WEEKS 6-12
Website Refresh
Social Rollout
Iterative Optimization
Outcomes
Early Outcomes (60–90 Days)
- Fewer budget-/expectation-misaligned enquiries reaching the consult stage due to clearer expectation-setting.
- Higher-intent, better-informed consult requests (patients referenced the guide and arrived more prepared).
- Cleaner attribution (UTMs + form events) and improved engagement on priority pages; less front-desk time spent qualifying ambiguous enquiries.
- More stable operations: reduced ad-hoc approvals and fewer last-minute content risks.
Beyond 90 Days (Scale Without Losing Control)
- Scale to 2–3 more procedures, then quarterly refresh + conversion QA under the same governance.
- Extend lifecycle: post-download follow-up, pre-consult reminders, and policy/expectation reinforcement to reduce late cancels and decision-stage drop-off.
- Maintain a low-touch cadence: consistent approvals, consistent archive, consistent standards.
Why This Worked
- The system optimised for controlled demand and case-fit, not volume.
- Education acted as a filter before patients ever booked.
- Governance reduced risk: nothing published without written approval, and records were retained for defensibility.
