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Recruitment enquiries up 43%

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Medica

introduction

The leading provider of diagnostic services in teleradiology and telepathology, and trusted by the NHS for more than 20 years, Medica needed to partner with an agency to support the brand’s ambitious growth and recruit more staff.

With teleradiology and telepathology reporters worldwide, Medica needed to drive awareness and applications to meet the need of the growing business. The team also wanted to raise awareness of the brand amongst key prospective clients that could benefit from Medica’s services.

With clear objectives, our team of experts pooled their knowledge to draw up a strategy that would pique interest amongst potential applicants, engage medical clients to find out more, and increase the brand’s awareness.

  • Client

    Medica

  • Industry

    Healthcare

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Strategies that deliver

Initially our strategies focused on paid media, driving relevant traffic and prospects to convert and generate enquiries. The paid media campaign helped deliver a 43% uplift in applications and enquiries overall, and an 80% increase in awareness.

But we wanted to do better. We knew results could be stronger. So, what did we do? We pivoted. We took a step back to look at the prospect journey and it highlighted that the content and messaging on the website weren’t doing the brand justice.

We needed to communicate the brand’s values, mission and USPs more effectively if the paid campaign was going to perform.

Strategies that adapt

We shifted our focus and worked with the team to deliver:

  • A messaging and creative campaign workshop – this focused on the brand’s audiences, USPs and offering to build out their brand personality. From this we worked together to finalise three brand-new creative campaign ideas to form the basis of Medica’s marketing efforts for the next 12 months.
  • Messaging guidelines – bringing the brand’s personality to life, we created guidance so that every member of Medica’s team started to sound like Medica. This included a content strategy for the website to ensure it delivered.
  • Ongoing content support – rewriting the brand’s website content to optimise for search and analysis to improve visibility across the brand’s target audiences.

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