February 19, 2016
Background and brief
Norfolk based private dermatologist, Dr Deepak Rallan, who runs Diamond Skin Care’s SkinSafe Clinic, is one of the UK’s foremost experts on the disease and has made it his mission to reduce the rates of skin cancer in Norfolk and Suffolk. Diamond SkinSafe is the most advanced skin cancer service for immediate peace of mind and a life free of worry about skin cancer. The SkinSafe approach is unique and Communicate was appointed to produce a content marketing strategy and campaign, working with the client and their digital agency, the award-winning Fountain Partnership.
The initial PR and advertorial content has been highly successful in convincing new patients to book a skin cancer check, with a substantial return on investment generated from local newspapers. The content has also been tested in local lifestyle magazines, which has generated a lower response, but this has undoubtedly improved awareness and it has ensured that any future advertising is run in the media most likely to generate a good response.
The content produced includes blogs, newspaper articles, videos, photography, social media articles and posts all with the objective to to raise awareness of the clinic, educate and inform the public about skin cancer and the signs to look out for and persuade patients to choose Diamond Skincare for a skin cancer screen. It was evident that the content needs to be factual, informative and persuasive. The work produced includes:
• Testing advertorials in Norfolk and Suffolk lifestyle magazines and newspapers, with discount offer
• Organising for journalists to attend a SkinSafe screen and write about their experience
• Organising videos based on the most commonly asked questions asked by patients, prospective patients and online
• Photography, for use in marketing activity
• Adverts, with discount offer
• Repurposing articles in to social media posts and blogs.
Monthly review and strategy meetings are held with Diamond Skincare and the Fountain Partnership which reviews how the campaign is performing, fine tunes the content and plans how it is used for the next period.
Diamond Skin Care has been working with Ben Jackson/Communicate Marketing since May 2017 as part of our marketing strategy. Ben is a highly organised individual who has brought clarity and order to our PR campaign. We have benefited from his diverse skill set of copy writing, PR management and production of digital and printed marketing material. Ben has an extensive knowledge and network of local publishing channels and has provided DSC with regular opportunities for exposure and marketing through countywide radio and media advertising. DSC has improved turnover and market presence as a direct result of Ben’s input. He is a flexible and innovative expert and I would highly recommend working with Ben and Communicate marketing
– Dr Deepak, Diamond Skincare