We took time upfront to get to know our client, their audiences and the varying services they offer. Getting under the skin of what they do enabled us to appreciate the complexity of the messaging in marketing their services to both NHS and private paying patients. This included working closely with all marketing managers of each service area, conducting various workshop sessions with the client walking through the customer journey from referral to treatment and also included several visits to one of their clinics to see the equipment and meet staff to learn more about their roles.

We learnt about the core challenges which include:

• Most services are not offered exclusively to either public or private, one patient may pay for the same service another received via the NHS.
• The route to referral and to treatment is also not standard for each service or for each place in the country in either process or timescales.
• The place of treatment varies enormously for each service. InHealth operate mobile units, departments in hospitals through to independent clinics in their own grounds.

We identified some critical cornerstones our delivery must achieve:

1. Deliver the right impression to NHS and private audiences
2. Create the right architecture
3. Deliver the right content and functionality for GP's and patients
4. Design and deliver well optimised websites that work
5. Establish a process of continual improvement
6. Invest in traffic driving initiatives

The websites now look great and importantly audiences can find the right information for them whether they are a GP a patient or a potential business partner.

• We've increased website visits massively. InHealth now perform fantastically well on Google – competing successfully on the terms people look for relating to the service they offer.
• In the first month of running PPC the visitor levels rose by 33% and after 6 months of running the PPC campaign, visitor levels have increased by 83% on pre-PPC levels.
• Anecdotally both GP's and patients have fed back very positively about the websites, including comments about the useful nature of the advice and the mapping function from patients.

"I've worked with Reform Marketing for the past 2 years. Over that period, Laura and her team have helped InHealth develop and create numerous websites. We have been able to draw on their considerable knowledge and experience of online marketing and development to create a series of successful sites that have enabled us to promote our services. Their accessibility and support plays a vital role in the relationship and they are always willing to go that extra mile to ensure we are able to deliver our projects on time. I cannot recommend Reform Marketing enough."

Gemma Thomson
Marketing Manager, InHealth

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"Working with Laura and the team has been a breath of fresh air. They have dedicated time and effort to understand our sector and our needs and their commitment to help us meet our objectives is second to none. They are always co-operative and work in a seemingly transparent way which has allowed my marketing managers to learn a great deal about online and the opportunities is presents to our business. We are currently planning some content network activity for 2010 and some increased activity in GP forums which will hopefully get our brand closer to our key audiences."

Nick Mayhew
Marketing Director, InHealth

Get in touch to find out more about our healthcare credentials/digital marketing credentials.

Reform Marketing has built great credentials working in the healthcare sector. Working in the public and healthcare sector requires an ability to accommodate and manage the needs of a wide array of stakeholders and it's important to understand and respect the pressures and challenges these people face in their roles.