It’s who you know…not what you knowStephen Kenwright // Branded3

Steven Taylor // Transform

Who is Transform?

• 40 years old this year – the UK’s longest established cosmetic specialist provider

• Two dedicated cosmetic surgery hospitals & 27 outpatient clinics (all CQC registered)

• Headquartered in Manchester with circa 400 employees (60% of whom employed in a clinical capacity)

• Annual turnover of £40 million

• Founder members of IHAS (Independent Healthcare Advisory Service)

• Surgical procedures & non-surgical treatments

• Circa 80K enquiries p.a.

A turbulent sector going through change

• Always in the media – rarely positively

• Crisis in sector in 2012

– Weight of public opinion

– Establishment

– Media sentiment

• ... all firmly against the sector

• Compelled us to re-evaluate who we are, what we stand for & what we’re about

• We needed to “grow up” before we were told to grow up

Transform today – a sea change in who we are

• Exceptional clinical standards

– A healthcare company – clinical excellence no longer

hidden under a bushel

– Vanguard of establishment influence

• Patient Charter : Clear

– Conceived by Clear Patient Panel

– 15 promises to patients

– 6 commitments on non-surgical treatments

• Transparency

– Infection rates

– Surgeon qualifications

– Complaint levels

– Revision rates

– Patient satisfaction

• Marketing Code of Conduct

– Voluntary restrictions of broadcast times

– Bona fide patients (not models pretending to be

patients)

– Rejection of celeb culture

– Rejection of en masse promotional offers

– Abolition of “refer a friend” scheme

Patient focussed – without a successful

outcome for patients, there is zero

satisfaction for us

Video Hilary Jones

How we removed 100+ link penalties

#1 Link pull + live link check

#2 Cross reference 100,000 domain blacklist

#3 Manual audit

#4 Disavow + reconsideration request

PENALTY RECOVERY TIMELINE

PENALTY RECOVERY TIMELINE

PENALTY RECOVERY TIMELINE

Feeds the

Putting Transform at the centre of

When you feel good, we feel good

When you feel good

Reassurance

• Have no doubt that in Transform you have made the

right choice

• Evidenced by

• 40 years

• GMC surgeons

• Products we use

• Transparency on clinical matters

• Investment in infrastructure

• Patient commitment

Outcome

• You will have a good outcome – physically and

emotionally

• Evidenced by

– 000’s procedures p.a.

– 30+ genuine patient stories

• All walks of life

• Differing demographics

• each freely giving testimony on their experience

How our mindset is interpreted in our SEO

• It’s “easy” in traditional creative marketing channels

• We’ve been through years of being told it doesn’t matter in SEO

• Equally, we’ve seen creativity for the sake of creativity – and creativity that’s tenuous & inappropriate

– Great if – but too much irreverance is not befitting

• Our ivory tower utopia is now quality in links & SEO content that underpin our values

• How BB&B delivers this

– Reassurance

• 350K have enquired to Transform. They must be the go to

• National spread of data – they’re a big national provider

– Outcome

• Someone else must have gone through this too – Transform understands me

• Patient stories threaded throughout the data

What’s next?

Thank you!Please email any questions to

stephen.kenwright@branded3.com

steven.taylor@transform-medical.co.uk