Transform is a UK cosmetic surgery provider celebrating its 40th year with two hospitals and 27 clinics. It has undergone changes to focus on clinical excellence and transparency for patients. This includes publishing infection rates, surgeon qualifications, and patient satisfaction levels. Transform also implemented a marketing code of conduct restricting advertising and using genuine patient stories instead of models. The presentation discusses Transform's efforts to improve its search engine optimization by removing over 100 link penalties through disavowing links and requesting reconsideration from Google. It aims to build quality links and content focused on reassurance and outcomes for patients.

1. It’s who you know…not what you know
Stephen Kenwright // Branded3
Steven Taylor // Transform

2. 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.
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3. 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
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4. 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
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5. Video Hilary Jones

6. #B3Seminar

7. #B3Seminar

8. 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

9. PENALTY RECOVERY TIMELINE
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10. PENALTY RECOVERY TIMELINE
domains in disavow file
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11. PENALTY RECOVERY TIMELINE
of link profile disavowed
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12. Build Links
?
Profit

13. Feeds the
Putting Transform at the centre of
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14. When you feel good, we feel good

15. 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
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16. 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 irreveranceis 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
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25. average time on page

26. pageviews

27. direct conversions

28. assisted conversions

29. #B3Seminar

30. increase in visibility
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31. increase in Google organic traffic
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32. increase in Google organic conversions
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33. What’s next?

34. Thank you!
Please email any questions to
stephen.kenwright@branded3.comsteven.taylor@transform-medical.co.uk