Case Study: Dr. Richard Moy — Foothill Surgical Institute
Richard Moy is a podiatrist who developed advanced surgical techniques that result in pain-free foot and ankle surgeries in 97% of cases.
Baseline, December 2005:
Based on the results of a long-running cable infomercial (produced by our sister company Vision2Media in 1997), Dr. Moy’s business had grown to a healthy $2 million-dollar-a-year practice, averaging 20 surgeries per month by the end of 2005.
The Challenge:
Dr. Moy asked the Voodoo Viral team to shift his marketing focus from cable TV to the internet while developing the crop of new patients and tapping into new markets.
The Voodoo Solution:
Capitalizing on the uniqueness of Dr. Moy’s techniques and abilities, Voodoo’s creative team developed a video-enhanced, media-rich website (www.drmoy.com) and Voodoo Magic online marketing systems to market Dr. Moy’s services on a national scale and attract a greater number of out-of-state patients.
As his online presence took shape and his confidence grew, Dr. Moy made a bold decision at the end of 2005 to pull his infomercial off the air and market his services ONLY via the web. Voodoo launched Dr. Moy’s new site in February of 2006, including a rich selection of Video Sales Messages (VSMs) and Video Information Messages (VIMs) presented in an innovative Media Center.
The effectiveness of the website was turbo-charged by free-standing Voodoo Magic Systems:
• to drive qualified prospects to the website
• to attract and retain patients
• to generate consistent recurring business
• to improve patient participation and compliance, and
• to provide critical information to patients.
The Results:
Baseline Results, B.V. (Before Voodoo)
Dr. Moy’s original infomercial ran from 1997-2005. Including production and media costs, it consistently produced direct return-on-investment more than double its cost (averaging 214%). It produced a net profit of $4,000+ per month for 7 years, generating over $334,000 in additional profit—not including word-of-mouth referrals it helped generate.
Sounds great, right? But wait ‘til you see what happened when we mixed in the Voodoo!
Voodoo Magic Results
Upon launch of Dr. Moy’s new Voodoo-enhanced site, utilizing VSMs, VIMs and Voodoo Magic Systems, without any Search Engine Optimizing (SEO) or Pay-Per-Click (PPC) advertising, web traffic immediately doubled, and the number of out-of-state patients inquiring about and committing to surgery with him rose by a factor of four or more.
Surgical volume more than doubled in the first 10 months, and now at least 3 times greater than at the 2005 baseline. Dr. Moy is basking in the magic of increased volume and marginal income (all that extra gravy once expenses are covered). His investment in Voodoo web technologies and creative services paid for themselves in approximately 8 weeks. And his return-on-investment currently runs around 60X the original cost of implementation each year!! THAT’S VOODOO! Beyond ROI, Voodoo Magic systems have produced other vital benefits for Dr. Moy. Implementing a web-based Information Magic system has resulted in huge savings in time and manpower. The doctor and his staff now spend far less time “convincing” potential patients to move forward with surgery, and far less time educating patients about pre- and post-operative procedures. And patients themselves have multiple ways to share their wonderful surgical results with friends and associates. |
