Innovation and Incentive Inspire New Fraxel® Laser Website

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With Etna Interactive’s recent re-release of Fraxel.com, a new paradigm has emerged with the potential to transform the industry approach to online consumer marketing.

When the distinguished scientists and leading clinicians at Reliant Technologies created their ground-breaking Fraxel® Laser, they knew they would need a Web site as innovative as their laser technology. When they came to Etna Interactive, president Ryan Miller was ready with a custom design and software solution that could transform the current paradigm of online medical device marketing.

In the new fraxel.com, Etna has engineered a promotional vehicle which benefits Reliant, the physicians that utilize the Fraxel Laser, and ultimately their prospective patients. Miller explains, “It’s easy to slap together an online directory, but building a system that benefits everyone in the short and long run is a much greater challenge.”

The Internet marketing challenges facing manufacturers, like Reliant, include getting their name and information directly to the consumer, building loyalty among their physician base, and meeting the online needs of patients. Etna met each challenge with a site specifically engineered for successful search engine promotion, a locator and reporting suite that will push potential patients and metrics directly to practices and a rich set of resources for patients. And a special relationship between the photo gallery and the physician locator encourages physicians to give their before and after photos to Reliant for display on http://www.fraxel.com.

The beauty of Etna’s engineering is manifold and Miller adds, “Etna engineered a system that provides several paths to information about physicians that search engines can follow, which has the potential to boost search engine rankings for the websites of participating physicians regardless of the direct traffic they get from the Fraxel Laser Web site.”

The innovators at Reliant Technologies found their match with Etna Interactive. “We were attracted to Etna because of their excellent body of work in Internet marketing in the plastic surgery industry. Their reputation in promoting the practices of the highest profile physicians in the cosmetic surgery industry made Etna the clear choice to redesign the Fraxel.com Web site. Their combination of state-of-the-art technology and on-time, on-budget delivery was exemplary.”

Miller muses upon the future of building more Web sites like the Fraxel Laser site, “Engineering solutions to support the business of beauty while satisfying patients is what we do best. We knew the best solutions for the medical device community before Reliant came to us, we just never had the opportunity to put it to use. We’ve long been struck by the missed opportunities of the Web sites of almost every other major manufacturer of medical devices. Hopefully, the Fraxel Laser Treatment site will show other manufacturers the potential power of thoughtful Web site design and engineering.”

About Etna Interactive:

Founded in 2002, and based in San Luis Obispo, California, Etna Interactive (http://www.etnainteractive.com) provides Web marketing services to the elective healthcare industry (including medical device manufacturers, plastic surgeons, cosmetic surgeons, cosmetic dentists and medical day spas); to physicians and surgeons offering new or novel treatments; and to professional service providers including lawyers, architects and builders. Etna Interactive services clients from Hawaii to upstate New York.

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