An Interim Head of Marketing role was taken on to lead the simultaneous workstreams. The starting point was a thorough analysis of the brand, marketing channels, and the existing website, which formed the basis for a yearly marketing budget and plan.
The new website project included workshops with the Medicum team, information architecture, UX and UI design, content writing, and full backend and frontend development. Content was significantly simplified in the process, reducing the website from 663 pages to 130. Once the new brand guidelines were in place, developed in collaboration with Optimist Creative, a full set of brand assets was produced covering new signage, employer branding materials, prints, and merchandise.
Alongside the main projects, the Interim Head of Marketing supported conference marketing, a temporary employer branding webpage, a recruitment campaign, and Medicum's presence at an employer branding fair.
The new website launched together with the opening of the City Centre clinic. Time spent on the website increased by 25%. Website visits and bookings grew by 20% during campaign periods. The recruitment campaign brought in 600 applicants. Medicum gained 2000+ new social media followers in 6 months.
