Integrated campaigning launches a UK first
Manchester Fertility recently partnered with Access Fertility to become the first fertility clinic in the UK to offer its patients an IVF refund ‘money back guarantee’ and also a pre-pay multi-cycle package.
Already popular in the US, these types of plans have never been offered in this country until now, so it was inevitable that they would receive a lot of attention and interest from both patients and press.
Boomerang was appointed to maximise the opportunities to increase reputation, influence and engagement while protecting the brand from any potential negativity.
What We Did
Boomerang launched an integrated PR and marketing campaign, simultaneously across all channels to have the biggest possible impact.
We established key goals and messages; developed press releases to target national and regional media; created content that would be shared via our client's website and social media channels – including professional photography using models to illustrate and reinforce the visual identity.
We also designed a range of advertising and marketing materials for patients; set up digital campaigns to target specific keywords and audiences; engaged with people online to develop relationships; created an e-marketing campaign for subscribers and delivered SEO-friendly content for the Manchester Fertility website. We also carried out media training with senior management to prepare them for television and radio interviews.
Our support ensured the clinic gained more than £550,000 worth of print and broadcast media coverage across BBC, ITV, Sky News, The Telegraph, The Sun, Daily Mirror and Manchester Evening News – reaching over 21 million people in less than a week.
We also attracted strong engagement on social media, with over 228,000 impressions and a 1,962% increase in direct social referrals to our client’s website. In total, our campaign resulted in 5,000+ visits to Manchester Fertility’s website – a 96% increase in web traffic compared to the previous week, and conversions rose by a record-breaking 72% with hundreds of new patients registering their interest in the new programme.
The campaign generated more than £270,000 worth of new business in just two months of the product's official launch, and our client has become an industry leader.