Leukaemia & Lymphoma Research.

Search engine optimisation and PPC advertising campaigns

Digital Strategy
Translating LLR’s charity marketing goals into an actionable healthcare digital marketing strategy and campaign plan
Content Marketing
Collaborating with LLR in developing content marketing plans, healthcare copywriting and optimising existing content
Technical & Creative
Working closely with LLRs in-house web development team to develop and optimise new digital assets
Optimisation
Managing and optimising on-going healthcare SEO and paid search campaigns to help increase donation income

Project Description

Leukaemia & Lymphoma Research (LLR) is a blood cancer charity (now called Bloodwise).

Their mission is to eradicate blood cancer, through research and related patient activities. LLR wanted to develop campaigns to promote and assist research into all aspects of blood cancers and advance the public understanding of blood cancers. The specific objectives were to:

Increase brand awareness
Increase the volume and value of online donations
Increase the number of blood cancer patients able to find LLR online
Reduce LLR’s dependency on Google Ads PPC advertising to generate keyword visibility on Google

Our Solution

Our strategy was to split their audience into 4 target markets (patients, donors, healthcare professionals and the public) and develop specific campaigns to reach each audience. We focused on content optimisation to improve the site’s relevance and content syndication to help build LLR’s online authority. Our specific tactics included:

Identifying key phrases, media sites and online communities used by patients/ their friends and family looking for information about blood cancers
Managing search engine optimisation campaigns to increase visibility of patient information on “living with cancer” through structuring patient stories higher in the website architecture
Managing content syndication campaigns on topics relating to cycling, marathon and active lifestyle sites to increase fundraisers and event signups
Recommending content strategies to helping patients and donors connect with each other more easily and provide support across Facebook and Twitter
Measuring the performance of the campaigns using Google Analytics

Working in partnership with Leukaemia & Lymphoma Research we’ve achieved the following:

39% increase in all traffic to the site within the first 8 months; 73% of which were new visitors to the site.
10+ relevant traffic driving keywords achieved page one rankings on Google UK, including “charity bike ride”, “cancer charities”, “myeloma” & “cancer research christmas cards”.
22% increase in direct traffic to the website within the first 8 months
28% increase in donation revenue from organic search traffic within the first 8 months

“Genetic Digital impressed us with their understanding of healthcare SEO strategy and their bespoke approach to our needs. Their initial strategy suggestions were followed through with high quality planning and execution of our search engine optimisation campaign, and we’re very happy with the results they’ve achieved. We enjoy an open, collaborative relationship and certainly feel that working with Genetic Digital was the right decision to help us beat blood cancer.”

Head of Marketing Services, Leukaemia & Lymphoma Research

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Digital Healthcare Experts

Genetic Digital specialise in developing websites, mobile apps and digital marketing solutions for the private healthcare, medical and pharmaceutical sectors.

Leukaemia & Lymphoma Research.

Project Description