This Case Study shows how we used Local SEO to rank a Pharmacy high on Google, and integrated a Booking Calendar into their existing website.
About this Pharmacy
This pharmacy is a chain of Community Pharmacies across a wide area in the UK. They already had a good website, but there was no integrated Booking Calendar, which meant any visitors to the site were still calling various branches for appointment bookings.
Because of the size of the organisation, there was a decision to be made – National SEO or Local SEO.
National SEO means less work, but it also means you compete against the real big players in the UK pharmacy industry, who almost certainly have more resources, and higher domain authority. (Essentially, you’d show up nationally for searches, but pretty much always below the big guys.)
So we opted to target the main areas the Pharmacy wanted to focus on driving Flu Bookings, and created localised blogs targeting the keywords and locations. You can see below what this meant for local flu jab searches (the location has been removed from the search to protect anonymity.)
This was achieved through a combination of Search Engine Optimisation work, making sure they appeared on Local Google Searches when patients searched for Flu vaccines, and optimising their website by adding an optimised Booking Calendar, making booking an appointment a breeze for patients.
The size of the Pharmacy team across many pharmacies also meant the teams needed training on the new booking system. There’s no point having software that makes your teams’ lives easier if your team don’t know how to use it!
The Return on Investment with this project was significant – between 720% and 1,008% return on the £5k investment.
- Installation and optimisation of a popular booking calendar
- Online recorded training provided to the entire team
- Cost of implementation across entire organisation = £5000 one off
- Average gross profit of flu jab = around £5 to £7. Therefore, gross profit generated = £36,000 – £50,400.
- ROI = 7x to 10x.
- The online booking calendar is now being used for many services. No subscription fees paid or commission taken.
We also trained their teams across the UK on using the Booking Calendar. This meant the patient experience was consistently smooth wherever they were based.
Though this is a large chain of Community Pharmacies, the approach was exactly the same we use for Pharmacy Singles and Small Multiples. It’s the same formula of targeting the local area with the relevant keywords. Which means these results (in proportion) are possible for any pharmacy.
Want your Flu Clinic ranking highly on Google? Book in a consultation call with our Diagnose and Prescribe team.