Overview
The Wessex Dental Specialist Centre in Fareham offers the five specialist dental areas of Orthodontics, Endodontics, Periodontics, Prosthodontics and Oral Surgery under one roof. Over 350 dentists refer patients to the Centre and its reputation and expertise is central to both its online and offline marketing.
The Centre required an overhaul of its Web marketing in 2009 and Intergage became the digital partner of choice.
The problem
In 2008, the Wessex Dental Specialist Centre had a Web presence that had previously been maintained and updated using an external agency. Any amendments to the site had to be relayed to the external provider before they could be affected.
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In 2009, the management team at the Centre took the decision to bring control of the website in-house. It was agreed that the existing site needed to be overhauled and that management of the new website on a day-to-day basis should be handled by the Centre’s Business Development Manager, Carina Shaw.
It was also identified that the new website needed to act as a more proactive marketing tool than in the past and so Intergage was appointed to help resolve these issues and place the management of the Centre’s Web marketing into Carina’s hands.
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The Intergage solution
Intergage began its work by identifying several key points that the Wessex Dental Specialist Centre’s new website needed to achieve;
- Clearer design and segmentation of key audiences to aid visitor navigation and conversion
- Enhanced interaction with visitors, especially referring dentists, to create a community feel
- Greater use of testimonials to increase patient and referrer confidence
- Increased use of email marketing to drive attendance at events
The design of the new site is fresh and updated, but does not stray too far from what visitors were familiar with in the past. The Centre’s branding is incorporated more than before. The unique homepage design also clearly helps visitors identify their route through the site as either ‘public’ or ‘dental professionals’. This segmentation allows the Centre to provide more relevant, useful information to its website visitors.
Testimonials and news are used to a greater extent than on the previous site to reassure both nervous patients and referring dentists. The Centre has many great testimonials and these needed to be publicised. Over time, new testimonials will be added as they are collected.
The referring dentist area of the site has been enhanced to allow more interaction with the local dental community. Downloadable items are available for dental professionals to refer patients and book training courses at the Centre, increasing the sense of an expert dental community that the Centre hopes to generate. In time, there is scope for the Centre to add more resources, online booking forms and forums in this area to increase its effectiveness further.
In order to ease the transition of the Centre’s Web marketing to an in-house resource, team members have received training in the Intergage CMS and many other aspects of Web marketing since the new site has gone live. This training, which is supplied as standard to all Intergage clients, allows the team to make the most of all of the features included within the system and in future develop all areas of the site themselves.
In the future, the new website will allow the Centre to increase its e-mail marketing activity using the HTML templates and bulk email tool within the Intergage CMS to boost attendances at its events.
The work completed so far in conjunction with Intergage, and the developments to the site that are to come, will help to further position the Centre as a point of authority and expert in its field, providing outstanding dental treatment to patients across the South for years to come.
The client said
"I found Intergage and its staff extremely professional, friendly and helpful from the very start. The on-going training and monthly seminars are very useful and informative. Whenever I have a problem, or need help with creating or amending something on our website, I know that I can pick up the phone and call them and they will be very happy to help me out."
Carina Shaw, Business Development Manager, Wessex Dental Specialist Centre
“It has been a pleasure to work with the team at Intergage to redesign and develop the website. The result is outstanding and has given fresh impetus to our Internet activity. Intergage have approached this project with great enthusiasm and we look forward to working with them further."
Michael Thomas, Lead Clinician, Wessex Dental Specialist Centre.
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