Putting MyHealthcare Clinic in the national spotlight with SEO and digital PR
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.
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 digital PR 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 implemented a compelling news jacking strategy to drive links and national media coverage. This involved us creating a conversation calendar for key industry events, enabling us to pitch comments from MyHealthcare Clinic medical spokespeople, alongside contributing article ideas, to key national media 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 recognising trending topics that were likely to represent a coverage opportunity.
What Happened Next
Our PR campaigns generated a significant flurry of media coverage and backlinks for MyHealthcare Clinic in leading national and specialist media titles, alongside an news jumping campaign that went viral. No mean feat, in such a noisy and competitive space.
The relationships we built up enabled us to achieve regular media placements in titles such as the Metro, the Sun, the Daily Mirror, the Daily Star, Entertainment Daily, the Daily Record, UniLad, PopBzzz and Yahoo! We also secured placements in titles that are well read by key target audiences, such as City Matters, GHP-news.com, Wellbeing Magazine, and MyBaba.com.
Our proactive media monitoring approach and building relationships with key journalists also paid off – big time. During the summer, we worked with a journalist from Metro who needed comment from a gynecologist on what 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 titles such as the Evening Standard, the Metro, the Sun, the Irish Examinder, the Daily Mirror, the Daily Star, the Mail On Sunday, Entertainment Daily, the Daily Record, UniLad, PopBzzz and Yahoo!
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 68 high DA links in six months
- Online coverage in: The Metro, Evening Standard, Yahoo & many more!
- Print coverage in: Simply You Magazine, Men’s Health & more!
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