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PRACTICE MANAGEMENT | WEB MARKETING |


MICROSITE MARKETING


M


WENDY LEWIS is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, author of 11 books, and Founder/ Editor-in-Chief of www. beautyinthebag.com since 2008. She is a contributor to a number of trade and consumer publications in the USA and Europe.


contact wl@wlbeauty.com 74 ❚ January/February 2012 | prime-journal.com THE VALUE OF Microsite marketing is an extremely useful tool


that is often little understood or used. Wendy Lewis explains how this technique can expand your marketing programme


ICROSITE MARKETING is an underused tactic that can be an effective technique to drive additional visitors to your website. The


concept of developing microsites specifically targeted to new segments of potential clients allows your practice to establish a broader presence online, so the development of additional microsites is a good way to expand your marketing programme. Before investing in a microsite plan, take


your brand strategy into account. If you sell products with two totally different focuses or brand identities, a microsite may be a reasonable approach to take. A microsite allows you to focus on a specific purpose, such as promoting new services, introducing a satellite location, or trying out a new product range. Microsites are meant to target only one area of practice — usually a procedure in which you specialise, or a specific geographic location or patient group from which you would like to attract more clients. You can also focus on promoting a particular procedure, such as breast enhancement, or to a specific group of consumers, such as ‘mommy makeovers’ or anti-ageing therapies. Microsites are not meant to promote every aspect of your practice; but rather, they are designed to focus on a more narrow area of specialisation. This strategy may be used to present


detailed information about a particular service with a unique visitor experience.


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