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.
Audit and restructure care services campaigns
Expand the geographic reach of live in care campaigns
Increase the number of job applications from qualified carers living in London
While The London Clinic possessed an unrivalled reputation, there were a few factors which were preventing it from penetrating the digital market. Key treatment pages lacked sufficient content to appear in search results for relevant patient search queries and didn’t provide enough information for visitors. The structure of the hospital’s website was not conducive to SEO best practice. And their 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.
Medico Digital began by conducting keyword research to identify high intent and search volume keywords relating to self-pay package treatments and conditions. Our in-house team of copywriters, which includes ex-doctors and healthcare specialists, rewrote web page copy for priority self-pay treatments, adding both SEO value and readability.
Working as an extension of The London Clinic marketing team, Medico Digital used collaborative digital tools such as Slack to educate on SEO best practice and give ongoing advice. We developed a bespoke dashboard to make website metrics easily digestible for the marketing team, as well as the hospital’s wider stakeholders.
Despite its unmatched reputation, The London Clinic was struggling to optimise its digital activities. Its web pages for treatments were not effective at converting traffic and provided 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.
Medico Digital set about developing a new set of user-friendly landing pages, built with conversion rate optimisation (CRO) in mind, specifically for each self-pay package treatment.
We used our specialist knowledge of the patient pathway and proprietary data to set up effective Google Ad campaigns. A broad range of high intent search phrases was targeted. We centred them around self-pay package treatments to give The London Clinic visibility with patients seeking help for their specific conditions. A testing and development period was able to optimise the performance of the landing pages used in the Google Ad campaigns.
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 realise the benefits of measurability across its campaigns.