Well, we started all the content from scratch. It was important that the tone of voice and the actual visuals aligned with the overall messaging. To get started, to ensure the process was collaborative and in order for The Surrey Park Clinic team to have buy in with the new approach, we hosted several workshops with Clinic Director, Katie Biddiss, to make sure we aligned on the new direction of travel and essentially redesign all the content – agreeing on key goals, key messaging, and establishing our content themes.
For paid, we fully assessed digital marketing activity to date and implemented optimisations to better reach and engage the target audience. This included creating different strategies and content for varying audiences as well as the varying services, across both Facebook, Instagram and Google Ads. We created buzz around the relaunch with a teaser announcement (importantly making sure that our existing community came along on the journey with us) before officially rolling out the new content.