Creating a premium brand identity.
Our first challenge was to create a premium brand identity. Once we’d nailed that, we set about developing an integrated marketing strategy to help the client achieve ambitious targets for the first year: the generation of 100 ophthalmic procedures and an 8% growth in activity.
Building on our experience in healthcare, we undertook qualitative research to identify potential customers. By interviewing GPs, optometrists, patients and nursing staff, we were able to build persona profiles ahead of planning a successful content marketing programme.
Our new CRM system enabled us to identify engaged prospects and pass them on to the client’s enquiry team. Our content programme was supported by an ongoing digital campaign using GDN to raise awareness and drive traffic to the client’s website. We used the Moorfields Facebook page to generate relevant enquiries for the four most popular procedures. We monitored, optimised and refreshed our digital campaign every month, reacting to the trends that were observed for each procedure.
Smashing sector benchmarks
Within one quarter, we generated 219 enquiries on Facebook alone, resulting in 26 procedures. We are seeing an impressive return on advertising spend of 215%, dramatically exceeding digital advertising benchmarks for the sector.
WE WERE GIVEN AMBITIOUS TARGETS FOR OUR CAMPAIGN FOR THE NEW PRIVATE DIVISION OF MOORFIELDS NHS EYE HOSPITAL – MOORFIELDS PRIVATE.
“I have worked with HPS Group for a number of years across different companies and they never fail to deliver. Their approach is highly professional, approachable and progressive, always looking to stretch the boundaries to achieve the best results.”
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