The London Clinic Case Study | Healthcare Marketing Specialists

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.

SEO
The Challenge

While The London Clinic has always been highly renowned, there were a few factors which were preventing them from translating their reputation for the modern patient:

Key treatment pages lacked sufficient content to appear in search results for relevant patient search queries and didn’t provide enough information for visitor.
The structure of the hospital’s website was not conducive to SEO best practice
The marketing team were unable to accurately report and measure the success of SEO activity, meaning key marketing activities lacked measurability.

Medico Digital were tasked with creating and executing an SEO strategy for The London Clinic in order to raise awareness and boost bookings of their newly created self-pay packages.

SEO
The Solution

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.

Google Ads
The Challenge

The London Clinic was struggling to optimise its digital activities. Its web pages for treatments were ineffective at converting traffic and provided a poor user experience; the website CMS suffered from inflexible design; and conversions were not being tracked, meaning digital success was hard to measure.

The London Clinic handed Medico Digital a wide-ranging brief, tasking us with the key objective of raising awareness and boosting bookings of newly created self-pay packages.

Google Ads
The Solution

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.

The Results

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.