Pall Mall Medical

Pall Mall Medical is a doctor-led private healthcare provider in the North of England. Today it runs a hospital in Newton-le-Willows and clinics in Manchester, Liverpool and Leeds, offering private GP appointments, more than 1,500 blood tests, MRI and CT scans, specialist consultants and cosmetic surgery, with no NHS referral needed (Pall Mall Medical).

Pall Mall’s services fall into two very different groups. Cosmetic surgery is a big, considered decision. A private GP appointment or a health screen is often something people want this week. Both needed a steady stream of new patients, and Pall Mall wanted more of them to book online.

Castle ran almost the same playbook it later used for Beverly Hills Wellness & Aesthetics: Google Ads, Meta lead generation and email marketing, across the same kinds of services.

Plenty of people are happy with their NHS GP. But in the 2019 GP Patient Survey, 67.4% of patients in England rated their experience of making an appointment as good, which left roughly a third who didn’t (NHS England). For those patients, a same-week private appointment they can book online is worth paying for.

That was the audience Castle went after: people in Manchester, Liverpool and the surrounding area who wanted a GP, a blood test or a health screen quickly, without the morning phone queue.

Google Ads targeted the searches people make when they need a private GP or a health check near them, with a clear route to book online. Meta lead generation reached people who hadn’t started looking yet, for everything from health screenings to cosmetic surgery consultations.

Email marketing kept in touch with patients and with people who had enquired but not yet booked.

In 2019, online bookings grew by 457%. Online GP consultations and health screenings rose significantly, and the campaigns delivered more than 600 new patients a month to Pall Mall’s clinics in the North West.

A 457% rise means more than five and a half times as many online bookings. Most of those are patients who didn’t have to wait on hold, and calls the reception team didn’t have to take. More on our work with clinics is on our healthcare marketing page.

• Sell speed. For GP appointments and screenings, being seen this week is the product.
• Make online booking the default. Every ad should land on a page where someone can book.
• Split quick services from big decisions. A blood test and a facelift need different campaigns.
• Use email to bring people back. Screenings and check-ups are repeat business.

By 457% in 2019, more than five and a half times as many online bookings.

More than 600 new patients a month to Pall Mall’s clinics in the North West.

Online GP consultations and health screenings both rose significantly.

Google Ads, Meta lead generation and email marketing.