Case study
Health expertise ignites stalled marketing
Flexible, nimble support to get a delayed website live to provide the launch platform for tactical marketing and PR to attract target clients.
Snapshot
BBC
Coverage on BBC TV and radio
SEO
Improved – attracting target clients
SOCIALS
Increased reach and engagement
The strategy
We conducted a thorough Discovery Process to understand the practice’s market position, points of difference from the competition, and target clients and their triggers, including patient interviews both to inform the messaging and provide objective brand endorsement. These insights determined the messaging strategy, which fed into expert content creation, facilitated by our health expertise in understanding medical information and communicating it to connect with the target audience.
When the website was live, we transitioned to ongoing digital and social marketing, supplement by proactive PR campaigns and award applications.
The outcome
Our efficient project management with clear milestones and deadlines enabled a fast turnaround of the stalled project – the new website was live within two months of our initial meeting with the client. Our discovery process and expert content creation also led to navigational tweaks to make for a better visitor experience and clearer signposting to calls to action. The effective messaging and SEO strategy has enabled Kings Hill Opticians to attract patients who are willing to invest in eye health while deterring those motivated solely by price, thereby making the practise more efficient and profitable.
Kings Hill Opticians fought off fierce competition to be finalists in the national Opticians Awards 2018 and 2019 for Best Independent Practice. Successful PR campaigns around awards and patient case studies secured coverage on BBC TV and radio and in target local publications, leading to wider brand recognition and appreciation of the value offered over high-street chains.
Our website designers had been chasing me for 18 months to get the content written for our new website. Sharp Minds Communications made the whole process simple. Within just two months we had a website and content that portrays who we are in a way that appeals to our target audiences. I just wish we had worked with Sharp Minds from the start! From that successful start, we hired Sharp Minds to provide retained marketing support. Their outputs are flexible, depending upon our business needs. Sharp Minds bring real value in their ability to work on any marketing output to support business need. But their real skill for us as optometrists is their ability to understand complex medical and technical issues and recommunicate them in a way that patients can understand – and which resonates with their wants and needs.
Satvinder Shoker, Director - Kings Hill Opticians
