The London Clinic
The London Clinic is a prestigious, independent, private hospital based on the corner of Devonshire Place, with consulting rooms spread across Harley Street. Steeped in a rich heritage, The London Clinic has strong values rooted in tradition – since its inception in 1932, they have dedicated themselves to delivering premium, personalised care with a breadth of surgical and medical expertise.
The London Clinic has grown to become one of the largest, most well-known healthcare providers in the UK, with a commitment to offering patients the benefits of cutting-edge technology.
Medico Digital began by conducting keyword research to identify high search volume keywords relating to self-pay package treatments and conditions, whilst ensuring that these keywords reflected a likely intent on the part of the searcher to enquire with The London Clinic. Our in-house team of medical copywriters, which includes ex-doctors and healthcare specialists, rewrote web page copy for high priority self-pay treatments, adding both SEO value and patient-friendly readability.
Working as an extension of The London Clinic’s internal marketing team, Medico Digital used collaborative digital tools such as Slack to educate on SEO best practices and give ongoing advice. We developed bespoke dashboards to make website metrics easily digestible for the marketing team, as well as the hospital’s wider stakeholders.
Medico Digital set about developing a new set of patient-friendly landing pages, built with conversion rate optimisation (CRO) in mind, for each self-pay package treatment.
We used our specialist knowledge of the patient pathway and our proprietary healthcare data to set up highly effective Google Ad campaigns. A broad range of high intent search phrases was targeted. We centred these campaigns around self-pay package treatments to put The London Clinic directly in front of patients seeking help for their specific conditions. Ongoing testing and development allowed us to optimise the performance of the landing pages and the Google Ad campaigns allowed us to make sure that every penny of the marketing budget was spent wisely, giving us the best chance of success.
After setting up a robust, end-to-end conversion tracking system, using Google analytics, data studio and call tracking software, The London Clinic was able to see an accurate view of it’s marketing ROI for the first time.