Healthcare marketing case study
Transforming clinical expertise into search-driven growth
Semapen's expertise and clinical care standards were world-class – but poor search visibility stifled its growth. See how our joined-up digital marketing strategy helped it get seen, get heard and capitalise on its competitive advantage.
The result to remember
174%
uplift in overall traffic
in 12 months
Project profile
The client
Semapen
Semapen operates in the private healthcare sector, offering online weight loss programmes backed by tailored clinical support and a feature-rich health and fitness app.
Trusted private healthcare provider with NHS AQP status
Unique, expert-led support offering in a crowded sector
Founded by Professor David Kerrigan, a leading bariatric surgeon
The problem
Clinical authority, digital invisibility
On paper, Semapen had everything it needed to succeed – medical authority, a standout service and trust signals that other UK providers could only dream of.
But in practice, Semapen's marketing team struggled to translate this solid foundation into sustained growth. Its website struggled to rank, attract traffic or convert visitors. And those trust signals that should have put Semapen at the top of its class simply weren't cutting through.
In short: an expert service stuck in the waiting room.
Our solution
A joined-up strategy spanning SEO, web design and content
Poor search visibility
Comprehensive SEO strategy, harnessing:
Full keyword research across healthcare, treatment and informational queries
On-page optimisation targeting high-intent searches
Structured approach to scaling keyword coverage
Underperforming website with unclear messaging
Search-optimised website redesign, including:
Brand-new site built for SEO, UX and conversions
Clear, authoritative messaging aligned with healthcare expectations
Improved structure to support both users and search engines
Inconsistent branding and fuzzy trust signals
Brand refinement, focusing on:
Clean, professional visual identity
Consistent messaging across all touchpoints
Stronger emphasis on credibility and expertise
Existing content not delivering results
Ongoing content marketing strategy:
With regular blog content targeting FAQ-style and educational queries
Designed to capture top- and mid-funnel traffic
Built to demonstrate expertise and guide users towards conversion
Project timeline
Client calls My Digital Hero
Discovery and audit complete
Strategy presented and approved
Keyword research and site structure defined
Website content written and optimised
Design and development complete
Website testing and approval
Website goes live
Content strategy rolled out
Roadblock…
Healthcare marketing comes with higher stakes than most industries.
Users demand clarity, trust and accuracy. Search engines expect the same, with Google classifying Semapen's website under 'Your Money or Your Life' (YMYL). These are topics where expertise, authority and trust are especially important for search visibility.
All this meant Semapen couldn't rely on surface-level improvements. It needed a complete alignment between expertise, messaging and visibility.
…Averted
The answer: total consistency across every user touchpoint.
By aligning SEO, design, branding and content, we created a digital presence that focused on reassuring users just as much as gaining rankings.
The new website clearly communicated Semapen's expertise, while targeted content brought in users actively searching for answers. Together, these elements transformed visibility into sustained, measurable growth.
Get in touch
Ready to grow your healthcare brand?
We did it for Semapen – and we can do it for you.
If your healthcare brand isn't getting the visibility it deserves, it's time to call in the digital heroes. We'll build a strategy that plays to your strengths and turns expertise into fuel for growth.
