Driving awareness and referrals for
multi-cancer diagnostics

A new cancer diagnostic centre launched in central London, offering state-of-the-art facilities and comprehensive offerings across multiple cancer types.

Challenge

The centre aimed to attract patients and establish itself as a key referral destination for HCPs. However, awareness and understanding of the referral pathways were low among HCPs, limiting their ability to confidently refer patients. Simultaneously, patients faced confusion around treatment options and pathways, leading to hesitation and reduced engagement with potential care options.

Approach

We developed a strategic, video-first SEO content campaign to translate complex clinical information into clear, accessible formats for both patients and HCPs. Through our dedicated AnswerPack® channel, we produced and published a library of hundreds of short, targeted videos, each answering specific long-tail search queries related to cancer diagnostics.​

Continuous optimisation of content based on SEO and audience insights boosted discoverability and engagement, guiding users more effectively through referral and care pathways.