MyHealthcare Clinic
MyHealthcare Clinic is a doctor-led healthcare business providing personalised private medical and dental care with a unique membership subscription model offered throughout clinics across the UK.
The Challenge
With up to 80% of the organisation’s marketing budget spent on Google Ads, MyHealthcare Clinic needed to reduce their reliance on paid media advertising and reallocate budget towards SEO to ensure longer term, organic (free) visibility and revenue for their growing number of UK clinics.
Enter March 2020 and, as was the case for most organisations, the global pandemic brought about a whole host of new challenges, not least the need for the organisation to pivot resources to new revenue streams such as COVID testing.
With paid media budgets stretched, MyHealthcare turned to Medico to find a route to obtain maximum organic exposure for what was soon to become the most searched for phrase on Google for months to come… “covid testing”.
“What I like about Ollie, Rich and the team at Medico Digital is that they’re responsive to our commercial needs, meet deadlines and deliver first-rate work – they’re also a pleasure to work with.”
Alex Singleton, Director of Marketing and Communications
Circle Health
“After just the first three months together we made more progress than our previous agency had in 10 months. This growth in performance after such a short period has far exceeded our expectations. It seems rare that an agency can offer such a good service and be competitively priced at the same time.”
Trevor Mapondera, CEO
Nurseline Healthcare
“Great team who were friendly, flexible and happy to respond quickly as we changed things. Also very competitive in terms of cost for creating our new website. We are very pleased with the result!”
Dr Mark Chamley, Clinical Lead
Lambeth Diabetes Intermediate Care Team
“Experienced and friendly team who effectively merged our four Practice websites into a fantastic website for the newly formed Solihull Healthcare Partnership. They understood our needs and listened to our ideas and vision, leading the discussion between all the Practice Managers and key stakeholders. We’re really proud of the website and would thoroughly recommend the Medico Digital team”
Dr Nish Patel, GP Partner
Solihull Healthcare Partnership
“As part of our continuous adoption of a patient-first approach, we engaged Medico Digital and Rokker to help us develop key patient personas and map the patient journey in order to help us understand the challenges and needs of our patients in more detail. The personas were extremely thorough and extensively detailed, and new insights were uncovered that will help us improve our end-to-end patient experience”
Justin Rocyn-Jones, Marketing Manager
SmartTMS
“Excellent design and helpful staff. Very pleased with my website.”
Simon Horner, Consultant Cardiologist
Manchester Cardiology
The Solution
At its peak, monthly Google related searches for ‘covid testing’ exceeded 164,000, with search data on C-19 even becoming an important disease surveillance tool for Public Health England and an indicator of second waves of the infection.
We knew that obtaining organic search visibility for MyHealthcare Clinic, a relatively new website with a low domain rating and no existing content on C-19, in what was soon to become one of the most competitive markets, would be no mean feat. We deployed all available resources and set to work on a sustained content and outreach strategy focused primarily on C-19 testing related keywords.
Utilising our SEO experts, medical copywriting team and technical SEO specialists we were able to produce highly accurate, engaging and most importantly “rankable” content while ensuring the website met all Google’s accessibility and EAT standards.
We also leveraged our partner network of healthcare related publications, providing them with topical, well-researched content that we knew would help us to build authority to our clients' relatively new domain in a specific and competitive area of search.
The result of our efforts, alongside an aggressive paid media campaign, was the creation of the one of the countries leading providers of COVID-19 testing services.
The results
- Over 1.5 million unique page views to covid testing landing page
- No.2 ranking website (below Government website) for ‘private covid test’
- Over 325k covid test enquiries generated
- Daily traffic levels as high as 17,500 (requiring server upgrades to handle traffic load!)
