The Brand
Delamere Health is a private rehabilitation clinic based in Cheshire which combines state-of-the-art facilities with innovative treatments for those with addiction.
The founder, Martin Preston, recognised the importance of investing in organic search from the moment the centre was established and wanted to be as competitive as possible within the marketplace to have the most impact.
The Brief
As a truly unique establishment centred around its expertise and innovation, we wanted to use all this internal knowledge to our advantage to generate both national and regional PR coverage and backlinks – to build brand awareness and credibility both in the media and in organic search.
The rehabilitation industry is highly competitive with many well-established providers. We were tasked with helping Delamere to compete as a newcomer with the well-known facilities that have extremely authoritative domains. To support this goal, we planned a strategy that directed essential high-quality backlinks to Delamere’s key service pages.
Not only did we want to generate PR coverage from relevant health sites and tier-one news publications as well as regional publications, but we also wanted to position Delamere as the expert on addiction for a variety of topics including alcoholism, drug and sex addiction, and mental health issues.
The Solution
We used a blended approach of reactive and proactive PR plus newsjacking to generate as many PR opportunities (and links) as possible for Delamere.
To ensure we gained coverage that supported their commercial SEO goals, we created highly tailored pitches which highlighted their expertise.
This ranged from newsjacking relevant trending stories about drug misuse and providing the national press with case studies of former guests who have successfully rebuilt their lives, to offering tips on how to drink responsibly when pubs reopened after lockdown.
This approach works perfectly for a client like Delamere who has so much internal expertise to share and many experts on hand to provide thoughts and advice on different topics – a journalist’s dream!
