Case study
Blog writing
Regular blog writer for Ramsay Health Care UK,
one of the market leaders in UK private healthcare
Challenge
Marketing agency, Greenwood Campbell, working on online marketing for their client Ramsay Health Care UK, were looking for an experienced medical copywriter to write unique, insightful blog posts for the Ramsay website that would support their content marketing goals.
​
The aim of the regular blog posts was to educate patients about Ramsay Health Care UK's services and to make the website a resourceful information hub.
What I did
I was chosen via a competitive selection process that included the writing of two live blog posts.
“Ramsay really liked your blog posts and have chosen you to do their blog posts in the future.”
I had a brief to produce two to three blogs per month, using an informative and natural tone of voice and specified keywords, for potential patients who may not have an understanding of medical terminology. All blogs were referenced and relationships built with the sources to share the blogs.
​
Topics included:
-
Obesity, BMI and weight loss surgery
-
Lifestyle
-
Cancer care
-
Orthopaedics
-
Back pain and spinal care
-
Heart and lung
-
Cosmetic surgery
-
Endocrinology
Results
-
New informative blog post section created on the Ramsay Health Care UK website.
-
Improved average position of Ramsay Health Care UK within the search marketplace and reduced cost per click ad spend.
-
Many blogs enjoy featured snippet positions on Google. Featured snippets are prime positions on Google search and come from web search listings. Google's automated systems determine whether a page would make a good featured snippet to highlight for a specific search request.
-
Majority of blogs listed on the first page of Google, using relevant search terms.
-
Weight loss activity improved Ramsay's competitive edge in an ever-increasing competitive market.
Examples
Featured snippets on Google search
Blogs ranking on first page of Google search for keywords
"Helen was a Copywriter for our biggest national client, after being chosen as the lead copywriter for their blog.
Her work was always spot on, perfectly aligned with the brief, and delivered on time. She has done an amazing job fulfilling very high client's expectations.
I would happily work with Helen in the future and would strongly recommend her."
​
Kasia Bigda
Head of SEO, Greenwood Campbell