99% reduction in cost per lead for hospital with Royal Patronage

Results

Selesti have transformed what was a confused, cluttered, dated brochure website which was turning business away into a modern, clean, goal orientated, lead generating website which has already increased incoming enquiries by 200%. In one week.

Selesti are truly one of a kind.

Barney Baxendale, Marketing Manager, King Edward VII's Hospital

Content-led user experience

There’s no value in producing great content if it’s difficult to find. We prioritised restructuring the website and improving internal linking to streamline the user journey and improve SEO.

Researching a medical condition can be a stressful time, so it’s important that users can find out more about their condition and identify a relevant consultant with ease. Authoritative content on available procedures was produced using evidence-based patient information resources and in conjunction with consultants.

This work has continued, with a rolling content strategy designed to increase website traffic and target a wider demographic — in turn leading to greater brand awareness and a significant rise in bookings for the Hospital.

We conducted extensive competitor research and completed a content gap analysis to identify strategic opportunities for content creation.

Refreshing the website has been an opportunity for the Hospital to reposition in a competitive market and re-engage hospital staff. Now, there is a resource to help with their day-to-day working life and a place to interact through forums, collaborate on idea generation and provide feedback.

Intelligent search

Integrating Algolia enabled us to design a unique search and discovery experience for users. The functionality to categorise procedures, consultants and other forms of content makes sure prospective or current patients can find the information they need quickly.

Ongoing optimisation of this new search functionality, also provides King Edward VII’s Hospital with the option of creating the best content and user experience for patients as well as to meet business goals. This has already seen continual rise in conversion for the Hospital.

Integrated technology

The public-facing website is based on a heavily modified version of WordPress — benefiting from regular security updates and a highly customisable CMS. The WordPress configuration is highly optimised and reworked to provide tight integration with the CRM via a custom built API.

This allows the Hospital to securely communicate medical data — keeping the website information as up to date as possible. Very little data is stored within the WordPress system itself, instead opting for it to be held elsewhere for the highest level of security possible.

Automatic deployments are built into the website allowing us to change to different iterations of the website with speed, along with deploying the site onto new servers in case of infrastructure issues to make sure important health information is always available to the public.

Bespoke lead module and consultant credentialing

We built a bespoke CRM for handling leads coming into the Hospital from any source, including via the website and telephone. A website form automatically populates within the lead management system, allowing them to be sent to the consultants most suited to help the client.

The lead module has ensured King Edward VII’s Hospital could handle the increase in lead flow in an efficient manner, enabling full tracking from enquiry to procedure.

Within the new CRM is the Consultant Credentialing, which is a collection of accreditations and qualifications for each consultant, confirming they meet Care Quality Commission (CQC) regulations.

Using a traffic light alert system, it informs the staff at the Hospital of any impending credential renewals. If the consultant no longer meets the specifications, they will not appear in any searches.

This is a completely bespoke system that has greatly improved the efficiency of King Edward VII’s Hospital, reducing time spent managing leads and consultants, while seamlessly managing the increase in leads.

PPC

In tandem with web development, SEO and content strategy, we devised a fresh and bespoke PPC strategy.

We kicked things off with an in-depth cross-channel audit, then created and pressed play on a targeted launch campaign from the day of the website launch.

Now in phase three of the PPC strategy, tactical optimisation is growing lead performance daily as well as supporting cross-channel conversion performance.

We ran a trial campaign with a set budget prior to the website launch to measure how the site was performing. Following launch, we reduced spend by 18%, yet the campaign generated a 450% increase in calls.

What does all this mean? Massive ROI and continual growth since launch. We’ve reduced cost per lead, in this example, by 99% — from £82.50 a lead to £1.04.