Digital Marketing for IVF and Surrogacy Hero

Dr. Laxmi Shrikhande is a Fertility Specialist, Laparoscopic Surgeon & no scar Hysterectomy Specialist with a vast experience of more than 25 years. Her focus is on delivering compassionate custom-made highest quality treatment to individuals according to their needs while incorporating the latest development in fertility. She is instrumental in bringing happiness to the lives of thousands of childless couples nationally and internationally. Her patients travel from every state in India, Europe, U.S.A, Middle East and Asia. Her patients include doctors, engineers, teachers, politicians, farmers, corporate professionals and lawyers. She along with her husband Dr Anil Shrikhande who is a urologist and Kidney Transplant Surgeon with vast experience of 25 years, has been running Shrikhande IVF & Surrogacy centre in Nagpur. Shrikhande IVF has been in the field of infertility for the past 20 years. They are one of the leading fertility hospitals in India.

Yashus Digital Marketing was approached by Dr Laxmi and Shrikhande IVF to handle their Digital Marketing Strategy across all platforms. Yashus was proud to be partnered with the client but also knew they would have a tough task on their hands.

Digital Marketing Challenges for IVF Business in India

While we were working with this client there were a number of challenges we came across that we had never encountered before. This was a great learning experience from a digital marketing and content creation perspective for IVF & surrogacy business. Some of the issues we faced have been listed below:

IVF and Taboo: If within a few years of marriage a couple has not been able to conceive a child, society beings to question the marriage and the role of the wife in child bearing. Since India is mostly a male dominated country, most people would assume that the wife is suffering from some kind of “Infertility” problem. Instead of suggesting some logical approach to dealing with the problem people would still suggest trying home remedies to resolve the issues. With modern advancements in healthcare procedures moving at such a rapid pace, some people are still afraid to talk about Surrogacy and IVF.

Passive Search: Most couples would be ashamed to admit they have a problem. The male ego and societal stigma being the biggest hurdles to overcome for Surrogacy and IVF related issues. But since there is usually a lot of societal pressure they will usually end up looking for consultancy option online, but the move from net to the clinic is not so easy though.

During our interaction with the client and her patients, we realized that the number one priority for the patient was to feel comfortable with the entire process from search to clinic.

Digital Marketing Strategy for an IVF Business

Shrikhande IVF and Digital Skills worked on the strategy to ensure that clients looking for IVF of gynaecology treatment were made to feel safe and secure in their search for treatment. This was the first barrier that needed to be overcome. We thoroughly studied the entire business to ensure that there were no surprises waiting for us once we began our tasks.

It was essential for us to study the customer behaviour and their digital behaviour pattern. Only when we had relevant data would we have been able to effectively come up with strategic digital marketing solutions that would be beneficial to the client.

The third step was to understand the competition faced by the client in their respective sphere. Who they were, what they were doing, where and how they were doing it. Digital Skills has done a complete Competitor Analysis of the client and also completed the GAP analysis for the same. Using the information gained Digital Skills was able to provide the client with the best Digital Marketing Strategy.

Execution of the Plan

The way we approached this was very simple. We found that there was a very good volume for IVF and related searches for that area. Shrikhande IVF was not ranking on the first 10 pages for any of these search keywords. The first step we needed to take was to overhaul the website. Even the website redevelopment was done in a strategic manner. The website was made friendlier. Using lighter tones and palettes to give a fresh and vibrant look. The website was very content heavy but without any keyword targeting. Digital Skills did a completed SEO Study. We reworked their content for all web pages in a logical and planned manner. This tremendously improved the ranking for the website. Currently, Shrikhande IVF ranks on the first pages for more than 800 keywords targeted by the clients and as per keyword planner.

One common theme we followed throughout the entire process was to have an integrated digital marketing content strategy. We ensured that the content creation process was enabling us to capture the customer’s attention at all stages of their buyer journey. From Awareness to Purchase we were able to create content to grasp the customer’s eyeballs in the Digital Space.

None of this would have been possible without Digital Skills commitment to delivering good value to the client. Digital Skills has thoroughly understood the IVF and Surrogacy business and worked hard to ensure that the client is one of the most renowned IVF and Surrogacy Specialist in all of India.

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