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Case Study

Reaching a Mobile Market

Client Name: National Hair Institute

Industry: Health & Medical

Solution: Mobile Site

URL: http://m.drhair.com.au

Target Audience: B2C / 30-50 age group, males & females, Australia-wide with a focus on Melb & Syd

Client Summary:

Established by Dr Barry White, the National Hair Institute (NHI) aims to advance the art and science of hair restoration through clinical practice and research. With offices in Melbourne, Sydney and the Gold Coast, NHI provides their Australian and overseas patients with the most natural results achieved in the shortest possible time.

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Client Objective:

NHI required a mobile site to capture their target market anywhere, at any time. The site was to be designed and developed specifically for mobile platform; accessible only from a mobile device.

In conjunction with the company's TV advertising campaign, NHI aimed to encourage the use of mobile search and persuade customers to instantly act. The site was to include simple call to actions, imagery and an enquiry form, allowing users to engage at their own discretion.

The Challenge:

A simplistic, professional design objective meant that a careful, coordinated approach had to be undertaken between NHI and Exa to ensure this goal was achieved.

Exa Solution:

Professional Design:

NHI's mobile website offers users a clear, professional view. The uncomplicated nature of this design ensures users can easily navigate throughout the site and obtain information relevant to their interests. The blue and white colour scheme reinforces brand consistency and encourages users to delve within the site.

Before / After Gallery:

A picture tells a thousand words and for prospective NHI patients, before and after images show them what's possible. The gallery is the first call to action on the site, encouraging mobile users to click through a number of images to see instant results. Visual cues were added to the site to reinforce the company message: no hype, no spin, no lies.

Specific Enquiry Form:

The two consultation options and a specific enquiry form offers individual choice. Users can arrange a free face-to-face consultation or an online assessment at their own discretion. The unique consultation form was developed specifically for the mobile domain, with minimal fields for quick and easy submission.

End Results/Final Thoughts:

The simplistic architecture of the site has resulted in the submission of more than 140 mobile consultation forms. Since its release on the 28th June 2011 the site has received 1,313 unique visitors with 1,579 visitors overall.

Users spend an average time of 2 minutes browsing the site on their mobile device, look to the image gallery to view pictures before proceeding to book a consultation over the phone or online.

NHi is exceptionally satisfied with their mobile website and continues to promote the tool in conjunction with their TV advertising campaign.

Testimonial from Dr. Barry White
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