CASE STUDIES
Strategic
Video Content
Discover how we helped an established brand increase self-pay conversions with strategic video content.
Challenge
King Edward VII is a prestigious private hospital in central London that offers world-class facilities, expert consultants and specialist outpatient and diagnostic services.
Having recently launched a new website, they were looking to develop a comprehensive video marketing strategy to build trust and engagement. They also sought to drive self-pay enquiries across a range of clinical services to the hospital contact centre.
Approach
Following a website conversion rate audit to identify content opportunities, we developed an in-depth video content strategy that involved desk research, customer experience journey mapping and the creation of specific long-tail search video answers. These were published in the AnswerPack video channel to drive traffic from long tail search and to drive engagement across multiple stages of the buying journey.
Results
In just 4 months, videos are currently driving 3,900 organic visits a month from 200 AnswerPack video page URLs. AnswerPack video pages are also converting at a 57% higher rate than non-video pages.
The AnswerPack video analytics have allowed us to track which video answers are driving conversions so we are improving performance over time.
