It’s who you know…not what you knowStephen Kenwright // Branded3

Steven Taylor // Transform

Who is Transform?

• 40 years old this year – the UK’s longest established cosmetic specialist provider

• Two dedicated cosmetic surgery hospitals & 27 outpatient clinics (all CQC registered)

• Headquartered in Manchester with circa 400 employees (60% of whom employed in a clinical capacity)

• Annual turnover of £40 million

• Founder members of IHAS (Independent Healthcare Advisory Service)

• Surgical procedures & non-surgical treatments

• Circa 80K enquiries p.a.

#B3Seminar

A turbulent sector going through change

• Always in the media – rarely positively

• Crisis in sector in 2012

– Weight of public opinion

– Establishment

– Media sentiment

• ... all firmly against the sector

• Compelled us to re-evaluate who we are, what we stand for & what we’re about

• We needed to “grow up” before we were told to grow up

#B3Seminar

Transform today – a sea change in who we are

• Exceptional clinical standards

– A healthcare company – clinical excellence no longer

hidden under a bushel

– Vanguard of establishment influence

• Patient Charter : Clear

– Conceived by Clear Patient Panel

– 15 promises to patients

– 6 commitments on non-surgical treatments

• Transparency

– Infection rates

– Surgeon qualifications

– Complaint levels

– Revision rates

– Patient satisfaction

• Marketing Code of Conduct

– Voluntary restrictions of broadcast times

– Bona fide patients (not models pretending to be

patients)

– Rejection of celeb culture

– Rejection of en masse promotional offers

– Abolition of “refer a friend” scheme

Patient focussed – without a successful

outcome for patients, there is zero

satisfaction for us

#B3Seminar

Video Hilary Jones

#B3Seminar

#B3Seminar

How we removed 100+ link penalties

#1 Link pull + live link check

#2 Cross reference 100,000 domain blacklist

#3 Manual audit

#4 Disavow + reconsideration request

PENALTY RECOVERY TIMELINE #B3Seminar

PENALTY RECOVERY TIMELINE

domains in disavow file

#B3Seminar

PENALTY RECOVERY TIMELINE

of link profile disavowed

#B3Seminar

Build Links ?

Profit

Feeds the

Putting Transform at the centre of #B3Seminar

When you feel good, we feel good

When you feel good

Reassurance

• Have no doubt that in Transform you have made the

right choice

• Evidenced by

• 40 years

• GMC surgeons

• Products we use

• Transparency on clinical matters

• Investment in infrastructure

• Patient commitment

Outcome

• You will have a good outcome – physically and

emotionally

• Evidenced by

– 000’s procedures p.a.

– 30+ genuine patient stories

• All walks of life

• Differing demographics

• each freely giving testimony on their experience

#B3Seminar

How our mindset is interpreted in our SEO

• It’s “easy” in traditional creative marketing channels

• We’ve been through years of being told it doesn’t matter in SEO

• Equally, we’ve seen creativity for the sake of creativity – and creativity that’s tenuous & inappropriate

– Great if – but too much irreverance is not befitting

• Our ivory tower utopia is now quality in links & SEO content that underpin our values

• How BB&B delivers this

– Reassurance

• 350K have enquired to Transform. They must be the go to

• National spread of data – they’re a big national provider

– Outcome

• Someone else must have gone through this too – Transform understands me

• Patient stories threaded throughout the data

#B3Seminar

average time on page

pageviews

direct conversions

assisted conversions

#B3Seminar

increase in visibility

#B3Seminar

increase in Google organic traffic

#B3Seminar

increase in Google organic

conversions

#B3Seminar

What’s next?

Thank you!Please email any questions to

stephen.kenwright@branded3.com

steven.taylor@transform-medical.co.uk