A Content & Data Partnership That Turned Patient-Centred Search Into £2.3m Of Incremental Revenue

The Challenge

Following a website replatforming in July 2024, HCA Healthcare UK struggled to convert high-intent patient search traffic due to encyclopaedic legacy content.

The Strategy

Rebuild site page content by letting PPC appointment booking conversion data, rather than raw search volume, determine the content structure.

Execution and Innovation

Rebuilt 365 pages into clinically co-authored decision-support experiences, combining over 12 months of paid search data with medical and search expertise.

Results

Generated £2.3m in incremental revenue from a £300,000 investment (a 7.67 ROAS). Conversion rate uplift on rebuilt pages was double the rest of the site, all while paid search spend was reduced by 20% YoY.

Judges' Verdict

"This was a fantastic example of a clear and clean execution based on innovative problem solving. Booking volume being prioritised instead of search volume to inform a prioritization plan across hundreds of sites while targeting reducing spend across paid for select cohorts resulted in very impressive results."