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Growing MyHealthcare Clinic’s brand visibility through digital PR.

MyHealthcare Clinic Screenshot
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Intro

MyHealthcare Clinic provides high quality, affordable private healthcare services across its two clinics in Wandsworth and Fulham, London.

Established in 2013, MyHealthcare Clinic is aiming to change the face of private healthcare with a seven-day offering, early and late opening times, and access to medical, dental and specialist services under one roof.

The Brief

Koozai’s key objective was to grow MyHealthcare Clinic’s brand visibility through digital PR, to improve the domain authority of the website and generate authoritative backlinks from a variety of publications. The long-term aim was to support MyHealthcare Clinic’s growth targets through additional lead generation.

MyHealthcare Clinic Image

The Challenge

Health journalism is a noisy space. Several of MHC’s competitors have already established themselves as regular contributors to key national publications, so generating high profile exposure for MHC’s team of medical experts was going to be a challenge.

Luckily, Koozai’s Digital PR team were born ready for challenge!

How We Helped

Our first step was to carry out an in-depth competitor backlink analysis to pinpoint where competitors had previously achieved high profile links and how we might look to replicate that success.

From this, we were able to design our own link building strategy; creating a list of key journalists to target, and identifying topics that MHC experts would be best placed to offer comment to the media.

Next, we created a conversation calendar for key industry events, enabling us to pitch contributing articles and comment ahead of time for topics we knew were likely to receive media coverage.

We pursued an aggressive media monitoring strategy, ensuring we were on the pulse when it came to recognizing trending topics that were likely to represent a coverage opportunity.

MyHealthcare Clinic Screenshot
MyHealthcare Clinic Screenshot

What Happened Next

Initial successes came in the form of a contributing article for City Matters on the low numbers of young professional men in London who aren’t registered with a GP, to coincide with Men’s Health Awareness week.  Our digital PR team uncovered NHS data which revealed an alarming discrepancy between male and female patient registrations in several London Boroughs including Wandsworth, Camden, Lewisham and Islington.

The article, authored by MyHealthcare Clinic’s medical director Dr Akash Patel, shone a light on these statistics and offered insight into the root causes of the issue and how they might be best addressed. Not only did the article help to position MyHealthcare Clinic as an authoritative voice in the healthcare sector, it also directly targeted its key audience, i.e. time-strapped Londoners needing convenient, affordable healthcare solutions.

Other successful pitches ahead of healthcare events including Pre-Eclampsia Awareness, Cervical Screening Awareness and World Breastfeeding Week lead to contributing articles featured in GHP-news.com, Wellbeing Magazine, and MyBaba.com.

And then this happened…

A proactive media monitoring approach and building relationships with key journalists paid off – big time. In summer 2019, we were approached by a journalist from Metro who needed comment from a gynecologist on would inevitably be a trending news story: an article about why using Ice Lollies intimately to cool off during a heat wave definitely isn’t a good idea.

Success!

The story quickly went viral worldwide, and the client’s comments were picked up by the majority of national tabloids in the UK. In instances where they hadn’t linked back to MyHealthcareClinic.com, the digital PR team contacted the relevant journalists directly and successfully reclaimed most of the links.

This in itself was a massively successful tactic, as it was a great way to start a conversation with journalists – giving us that coveted ‘foot in the door’ to offer comment on future health stories.

The coverage for MyHealthcare Clinic clinic simply keeps on coming, and our digital PR team have worked hard to ensure we never miss an opportunity.

In recent months, Koozai has achieved new coverage and links for MyHealthcare Clinic in the national press on a weekly basis, on a variety of topics including diet and nutrition, women’s health, pregnancy, and sex and relationships.

Coverage has included:

We have been working with Koozai for the best part of a year on our SEO and PR project. Our team is very happy with the results particularly PR with which we are continuing to see outstanding results in a very competitive industry.

The team have been really easy to work with and have a really refreshing attitude and have been great problem solvers. I have found every member of the team knowledgeable, helpful and invested in helping our brand to succeed.

Cara Hernon Marketing Executive
  • Number of pieces of coverage achieved 46 in six months
  • Print coverage in Mother and Baby Magazine
  • Print coverage in Simply You Magazine

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