“Sleeping Giant Media are a dynamic team providing a high quality service and up-to-date comprehensive approach to SEO.”
Marketing Manager | Benenden Hospital Trust
Benenden Hospital is a leading private hospital based in Kent, near the East Sussex border. An Independent Hospital that provides a health care service to Benenden Healthcare Society Members, NHS, Private and Self Funded patients.
Benenden Fertility Centre is a relatively new business, delivering fertility services to Self- Funded patients and Benenden Healthcare Society Members.
Benenden Hospital is committed to the quality of care of its patients and strives to continuously improve, while minimising risk and enhancing patient safety.
Search Engine Optimisation Campaign
It can be overlooked that hospitals are in as competitive an environment as any other business, and advertising is seen as an essential activity to drive awareness and demand for their services. Online is increasingly becoming the first touch point for any potential client beginning the process of research, selection and purchase.
Driving awareness, and ultimately increasing footfall, within a given budget and resource is a simplified brief relevant to many businesses. We had to look at translating digital marketing into commercial success for Benenden.
The first step of any online marketing strategy is to benchmark your current position. We worked with the internal marketing team at Benenden Hospital Trust to set up Google Analytics accounts and establish goal tracking to ensure line of sight on the performance, and to understand which channels were most effective.
Originally briefed to deliver search engine optimisation (SEO) services, we utilised an existing PPC account that the hospital had been running. Combined with onsite performance metrics, we identified what the most commercially valuable keywords and phrases were. These keywords were the focus of the SEO marketing strategy, alongside a comprehensive technical site audit to identify any critical issues with the websites.
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increase in visits
increase in visit duration
increase in pages viewed per visit
Through analysis and benchmarking we were able to support the internal marketing team to help associate value to specific on and offline marketing activities. SEO changes fast, and we were able to evolve a growing road map of on-page technical changes, and a site content development strategy. That activity effectively ensures that the latest search strategy and best practice is integrated within an ongoing strategy.
With clear goals in place, and an enhanced ability to track the outcomes, we continued to break out and expand specific service offerings. For example, we developed targeted campaigns towards hip and knee surgery, varicose veins and cataracts. Customers will search in different ways for different treatments, varying their online focus between the research and selection phases.
Page positions developed well, with regular recommendations and progress reports serving to better focus the combined resources of Sleeping Giant Media and the Benenden marketing team. Conversion funnels continued to improve, leading to enhanced conversion, and developing both levels and quality of overall traffic to the website. Performance does not always develop one way, particularly in a fast-changing SEO environment.
What was critical was the transparency between teams to identify swings or trends in both technicality and the consumer. Through a combination of our external specialist approach, and a well-motivated internal team, the commercial results and shared knowledge grew quickly.
An excellent working relationship will continue to see improving results, ensuring that Benenden can grow its customer based, and successfully evolve its ongoing online strategy.
“Their approach is very business-focused and results-based which fits our approach to developing the hospital services. Also, being a Kent-based agency with a good working ethos was appealing to us. Their costs are very reasonable in comparison to many other agencies.”
GP Marketing Manager | Benenden Hospital
“Sleeping Giant Media are a dynamic team providing high quality service and up to date, comprehensive approach to SEO. We are showing improving rankings and traffic levels and we aim to continue, improve and maintain inline with our SEO strategy. As the websites are developed we will collaborate with Sleeping Giant Media in deploying current SEO processes to achieve improving results and conversion rates.”
GP Marketing Manager | Benenden Hospital
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