Hewitt Fertility Centre

The Inbound campaign that increased enquiries by 210%

What we did: Inbound marketing, HubSpot CRM, Paid media

The story so far...

The Hewitt Fertility Centre is a private specialist clinic – the largest reproductive medicine facility in the country. Part of the Liverpool Women’s Hospital family (made famous by Channel 4’s One Born Every Minute) but separate from the NHS-funded hospital operation. The Hewitt Fertility Centre provides assisted conception treatments, delivered by highly trained specialists using the latest technology. It accepts both funded NHS patients and private patients at its base in Liverpool and its additional centre in Knutsford.

 

 

How do we grow in a competitive market, for such a complex and emotional service offering?

The Hewitt's competition has been steadily increasing both locally and internationally at a time when awareness of fertility issues has led to an increase in demand for information on the options available. As the leading experts on fertility matters, The Hewitt wanted to ensure that it was the first port of call for prospective patients.

 

The prospective patients' journey can be complex, emotional and sensitive and users go through a great deal of educational research before they are even ready to engage with an expert. Ultimately, the challenge was to bring through a greater number of leads who were more informed to ensure a high suitability of matching the Hewitt's services to its prospective patients.

Hewitt Fertility Website
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A targeted, thoughtful Inbound campaign

We created an Inbound Marketing campaign that started by identifying particular 'pain points’ of Hewitt’s prospective patients during the research phase of their decision process. 

Developed two new buyer personas and carried out a full content audit

Created a comprehensive content plan that addressed the customer's pain points

Optimised HubSpot CRM and workflows to nurture contacts through the funnel

1151%

increase year-on-year social traffic

210%

increase in enquiry submissions

20%

increase in revenue year-on-year

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The results?

As with all of our inbound campaigns, we outreached the content and tracked performance. By utilising HubSpot’s CRM, we could close the loop between sales and marketing to truly understand what was working most effectively for them. 

 

While this allowed us to provide regular, quality reporting with actionable insights, it also meant we could release new epics that addressed other pain points. Due to the exceptionally high number of leads generated by our campaign, we carried out additional sales enablement training to equip the client with the tools to deal with the volume of new leads. 

 

In fact, the volume of leads we generated far exceeded Hewitt’s initial expectations, so we provided additional support to help our client reconfigure its internal processes.

Hewitt Fertility
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For every £1 spent, our client achieved a return of £23 attributed to Prodo activities

Hewitt-Grey

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