The Business

Our client is a renowned private hospital based in London, known for being one of the UK’s largest independent charitable hospitals. Despite the industry’s strict regulations and the hospital’s size, we overcame several challenges to deliver exceptional results for our client.

Our Objective

The client was getting a good number of website visitors, but many of them were leaving the site without converting. So we wanted to improve the conversion rate of their website. At the same time, the client wanted to reduce the cost of acquiring every customer.

How We Achieved It

The Package

We started a large marketing campaign. We partnered with the client’s web development agency to ensure we launched their new site with best SEO practices in mind. This contributed to the new site performing exceptionally well, as we could hit the ground running.

The Strategy

By working closely with our client and drawing on our industry knowledge, we could provide a comprehensive digital marketing solution that surpassed all expectations. Our collaboration resulted in a successful campaign that met our client’s needs and helped improve the online presence of one of the UK’s leading hospitals.

Improving on-site content was a key strategy to increase ranking and traffic. We focused on a people-first approach, researching what potential patients were searching for and avoiding medical jargon such as “cholecystectomy”. Instead, we used language our audience would search for, like “gallbladder removal” or “gallstones treatment”.

By taking this approach, we ensured that users wouldn’t be overwhelmed or discouraged by the content on the website. This approach was applied to the entire website.

The Results

We quickly grew their digital presence from very poor to one of the most visible private hospitals in London online, generating a huge increase in inbound enquiries cost-effectively.

Website Visitor Wins

Our strategy quickly resulted in significant ranking gains on Google, with several blog posts becoming incredible performers. For example:

• What is a fibro scan? was consistently our top performer, earning 4,559 site visitors per quarter as of April 2021.
• The blog post Are you having a gallbladder attack? saw a massive increase in site traffic from quarter to quarter, from 552 sessions to 3,381. It also ranked on the first page of Google for 30 different keywords, with some improving their position by up to 39 places.
• Bench press: How to avoid injury was one of our most consistent traffic drivers, regularly delivering ~3,000 sessions per quarter.

Original Research

We stayed current and saw a chance to inform people about private healthcare versus NHS. After COVID lockdowns were lifted, NHS backlogs were at an all-time high. We surveyed people on choosing private healthcare instead of waiting potentially years for medical treatment. We shared our findings in a blog.

To capitalise on the survey, we then wrote a blog titled, “Private healthcare versus the NHS: Which should you choose?” In five weeks, this blog shot to the top of Google for 325 highly-targeted keywords.

Our Backlink Strategy

We partnered with bloggers in the London area who featured more luxury-style content. We also targeted publications that were regularly read by our target audience. As the client’s audience skewed older, we investigated publications such as Reader’s Digest, which resulted in us publishing two articles. These were featured online and syndicated in the Reader’s Digest newsletter.

What Happened in the Long Term?

Our work achieved fantastic results for the client. We spent time writing Google Ads, building new pages for under-marketed services like urgent care, and improving the visibility of profitable services that previously had zero traffic. Creating new content attracted readers to the site and earned 2,400 monthly visitors to our blog on gallbladder attacks.

Some of the highlights of our work include the following:

• A 19% increase in the number of people who saw the client’s ad (1,358,985 people), a 9.75% increase in ad conversions (5,682), and a 17% increase in conversion rate (4.18%) in one campaign.
• A 60% increase in page views for the consultants’ page.
• The shoulder-replacement page went from 0 to 3,200 views a month.
• The percentage of website visitors who completed a specific goal, such as making an appointment or filling out a contact form, increased by over 400%.
• The number of times the website was shown to potential visitors (through ads or search results) increased from 1.09 million to 1.73 million.
• The number of times users clicked on the website’s links in search results or ads increased from 27,000 to 32,000.