Virden MD Case Study

In an effort to attract a Gen-Z audience, Virden MD looked to update its imagery and web presence to appeal to this younger audience. Turning their website from an outdated, clunky representation to a clean, streamlined design that better represents the people Virden MD would like to come through their doors.

the brief

The team at Virden MD approached us to help update their digital presence by creating a virtual experience that appealed to a younger demographic in the Reno, NV area. To add complexities to the campaign, the team at Virden MD ran 3 different websites that separated their services into three categories; cosmetic surgeries, medical spa services, and hormone replacement pellet therapy.

All services were offered under one location, but the three separate brands were created in an attempt to appeal to the different demographics that often sought out the variety of services.

While the current structure helped Virden MD grow in overall revenue, one notable demographic continued to elude the team. Gen-Z was quickly becoming a major buyer of non-invasive cosmetic procedures, in particular, medical spa services like lip injections, Botox, and laser services.

Our team was tasked with developing a strategy that drove demand for Virden MD services for this Gen-Z audience. Our goal was to make Virden MD the go-to location for cosmetic services throughout the Reno & Lake Tahoe area.

Services Mission Summary

SEO

Outrank local Reno competitors in high-volume search queries for services offered for all three Virden MD brands.
Recommend content additions to service pages that answer common questions about the various procedures at Virden MD.
Optimize website metadata to better reflect common search terms, rather than medical terms used internally by the Virden MD team.

Website Design

Integrate a more robust contact form fill throughout the website to reduce back-and-forth emails from their administration staff with potential new clients.
Expand color palette of each of Virden MD’s brands to allow for more creative options when creating deliverables.
Optimize user journey and functionality for users to be able to select multiple services in an appointment request.

Custom Photgraphy

Reduce the reliance on stock imagery throughout all three of Virden MD websites.
Expand the diversity representation throughout the website to be more inclusive of body type, race, and age.
Provide users a sense of authenticity by representing real people, rather than airbrushed models, to showcase the potential of their cosmetic services.

The M&P Impact

+185% Appointments

+55% New Users

+244% Web Engagement

+355% Traffic Under 35

+433% Organic Impressions

318% Campaign ROI

OUR CUSTOM PHOTOGRAPHY STRATEGY?

Model Search

M&P never relies on a modeling agency. Typically, modeling agencies cost clients extra money and place restrictions on how long an image can be used. Instead, our team performed our own model search for local, authentic Reno residents to best represent the Virden MD brand.

Moodboard & Shot List

After compiling our research, the team at M&P developed a mood board and shot list to ensure we were aligned with Virden MD on style and kept our photoshoot day focused to maximize the deliverables we could implement on the website.

Photoshoot

With the photoshoot plan laid out, our team of creatives works on the day to style models, create sets, and have some fun! Our team of models for Virden MD was shot from a wide range of backdrops and positions to allow for maximum usage throughout the Virden brand’s websites.