392% ROI DELIVERED FOR WORLD’S LARGEST PRIVATE HEALTHCARE BRAND
Integrated campaign for HCA Healthcare UK
The challenge
Having worked with HCA Healthcare UK since 2013, every1 were asked to devise a scalable marketing campaign to deliver brand awareness and lead generation for 3 individual outpatient facilities. These include HCA at The Shard, London Bridge Hospital Outpatients and Sevenoaks Medical Centre.
In particular, objectives included launching HCA Healthcare UK’s new brand within target markets, whilst boosting GP referrals, diagnostic appointments and patient numbers for core specialisms.
The Results
increase in lead volume
traffic increase
ROI
The Solution
Using detailed insight and research data, an in-depth understanding of HCA Healthcare UK’s patient base was formed. From this a customer-centric strategy was devised and executed which focused on patient personas and their identified needs and wants for outpatient services. Key themes centered around both emotional benefits and more rational, feature-led benefits. Recognition of these ensured campaign communications highlighted key differentiating factors in this competitive market.
SEO
Existing online content showed room for improvement on all 3 of the facility websites. Our team created and optimised a large number of pages to increase traffic levels to the sites, improve the user experience and maximise conversion levels.
Paid search
Keyword search, display advertisements and remarketing were adopted, with geo-targeting being applied to focus on target audiences within priority geographical areas. All activity was mirrored on mobile devices to attract users at the start of their research process when considering their healthcare needs.
Social
The campaign’s content-driven social strategy focused on promoting core specialisms and positioning HCA Healthcare UK as thought leaders within their chosen fields. Facebook advertising was applied to increase reach and target relevant audiences.
Offline advertising
For Sevenoaks Medical Centre print and radio advertising were integrated into the campaign to further increase awareness of the facility.
Conversion (CRO) / Website Improvements
Along with the expansion of online content for the SEO strategy, we introduced a more robust mega menu structure and enabled the cross linking of content where appropriate. Individual blogs were also created for each of the sites.
To maximise conversion rates content was added to all sites to encourage GP referrals and the clarity and consistency of CTAs was also improved.
The Outcome
Building the heart of the campaign around an insight driven understanding of HCA Healthcare UK’s patient base resulted in a strategy delivering exceptional results within just 3 months:
increase in lead volume
traffic increase
ROI
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