Digital Marketing for UK Private Healthcare: Full Guide 2018

Digital Marketing for UK Private Healthcare Guide 2018



Who is this guide for?

Why did we build this guide?

What is this guide about?

Staying up to date

When should I read this guide?

Who are SERP Health?

Why should I trust what you say?

Part 1: All About SEO / Digital Marketing 

What is a search engine?

How do search engines work?

Why do search engines work this way?

Why do SEO? An example for healthcare professionals

Part Two: What is SEO? 

Part Three: Where are you optimising for? Local? National? International? 

Part Four: Who can help with this? When is the best time to do SEO? 

Part Five: Where to start with SEO 

Part Six: How to do SEO

SEO AREA 1: On Site Optimisation

SEO AREA 2: Off Site Optimisation

SEO AREA 3: Content Creation


SEO AREA 5: Reputation Management

Who is this guide for?

Welcome to the inaugural Digital Marketing for Healthcare Guide 2018.

If you are an individual with an interest in attracting more patients to your private practice, this guide is for you!

Although it may be of benefit to others, this guide is mainly aimed at the following groups:

Institutions and Specialists:

  • Private Practices
  • Hospitals and PPUs
  • Clinics
  • General Physicians
  • Cardiologists
  • Dermatologists
  • Endocrinologists
  • Rheumatologists
  • Radiologists
  • Oncologists
  • Paediatricians
  • Pharmaceutical Companies
  • Disruptive Technologies in the UK healthcare space

Consultant Surgeons and Specialists:

  • Cosmetic surgeons
  • Breast Surgeons
  • Ophthalmologists
  • Orthopaedic surgeons
  • General / Colorectal Surgeons
  • Gynaecologists and Obstetricians
  • Urologists
  • ENT surgeons
  • Anaesthetists

Other Health Professionals

  • Therapists / Psychotherapist (including art / music therapists)
  • Athletic, sport trainers, personal trainers
  • Dieticians / Nutritionists
  • Midwifery Groups
  • Optometrists
  • Physical Therapists
  • Counsellors
  • Speech and Language Pathologists / Therapists
  • Aesthetic Practitioners
  • Dentists and dental hygienists

Why did we build this guide?

When it comes to online marketing, one size definitely does not fit all. Different industries often have very different audiences and each audience has different needs. Even within the healthcare sector, cosmetic and aesthetic patients can have very different needs to orthopaedic or oncology patients. This means the approach to online marketing has to be different for each industry and each specialty.  


Health professionals with a drive to increase their private practice (and perhaps a masochistic streak) may even take the time to research and investigate SEO and online marketing. 


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Unfortunately, most health consultants soon find that there is a monstrous amount of information about online marketing to wade through. As well as misinformation, contradictory, irrelevant and outdated information, many of the resources online simply don’t reflect the needs of the healthcare industry.



To make matters worse, the information that is available is heavily US centric due to the commercial nature of their healthcare system. The UK healthcare system and patient attitudes towards it are radically different here.


Let’s be honest too. You can probably imagine we didn’t put this guide together for altruistic purposes. It is, of course, a marketing tool in itself.

We want to provide you with as much relevant information about digital marketing for UK healthcare as possible. We hope that by doing so we can demonstrate to you that we are experts in our field.


All of the information here can be implemented yourself. However, if you decide to work with us at a later date, this guide will mean that you have a better understanding of what we are aiming to achieve and how we plan to go about it.


As a result there will be regular (and probably not so subtle) “Calls to Action” encouraging you to order a free strategy for your practice, download this guide, signup for more tips or contact us with questions. More about Calls to Action (CTA) and how you can use them for your own purposes later.

What is this guide about?


This guide will give you a good background on why and how to:

    • ensure search engines can understand your website
    • maximise the chances of potential patients finding you online
    • improve your online rankings
    • direct traffic from other websites to yours
    • appear in “local searches” on maps and directories
    • convert visitors to patients once on your site
    • manage your reputation on the internet

Staying up to date

There is a lot of information contained in this guide. As a result we have made it available as a free pdf that you can download and read at your own leisure.

As digital marketing is constantly evolving, we will update this guide every twelve months. To ensure you receive free updates click here.

When should I read this guide?

If you’re considering setting up a website this is a great time to start considering your digital marketing. Remember, having a website designed is just one (albeit vitally important) part of being found online.

If you are looking to expand or redesign your site this guide will also be useful.

Perhaps you have a site already but would like to see more patients coming from this channel?

Whichever situation applies to you, you will find useful tips and suggestions in this guide.

Who are SERP Health?

We are an online marketing agency that specialises in SEO for the UK private healthcare industry. You can find out more about us here.

Why should I trust what you say?

We are the only UK digital marketing agency founded by a qualified health professional with clinical experience in both the private and NHS sectors.

We’ve helped numerous medical companies and private practitioners to increase traffic to their website(s). 

What Our Clients Say...

The Speech Practice Testimonial

“Excellent research done before writing articles. The SEO advice about my website is a real bonus.” Dr Lisa Lim, The Speech Practice

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Virtual Doctors Testimonial

“We have seen a 700% increase in conversions.” The Virtual Doctors

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Dr Patel Testimonial

“Rapid, in-depth turnaround of a website audit. Work was clearly presented and communication was excellent. My thanks!” – Dr A. Patel, British Society for Sexual Medicine

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Mr Piper Testimonial

"Geoff's work ethic is exceptional. I have never received service this complete and transparent for the 5 years I've been online with my website. He exceeded my expectations with each and every interaction. He comes up with amazing solutions I've never thought of all...
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Ms Holloway Testimonial

“Despite speaking to a dozen different SEO ‘experts’ over the last few months we never felt we really knew what was going on or what we needed to do… Geoff cut through the rubbish and told us exactly what we needed in a way we could understand,” Ms S. Holloway

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Mrs Panchen PA to the Hon. H Digby

"Prompt and professional. Geoff’s suggestions were practical and innovative. He is adept at offering alternatives to get the most from the material we supplied and kept us up-to- date with each stage of the process. The results are already evident from the increased...
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Ms Lavarello-Monahan Testimonial

"Fantastic from start to finish ... knowledgeable and answered all our queries and questions fully. Throughout the process he was patient (as we're not very internet savvy) and we couldn't be any happier with the end result! Would highly recommend, thank you so much!"...
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Mr Booth Testimonial

“SERP Health ran an SEO report and uncovered issues that may be causing us to rank lower. A few weeks after making the recommended changes I noticed a jump in the search results, especially for our main search term which we are now ranking in the top 5 for!!” – Mr Booth

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Ms Loutsis

“Insightful, jargon free and intelligent suggestions for improvements to my website. I will definitely consult with SERP Health again.” Joanna Loutsis, ChiroActive

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