How dynamic and effective communication should be

' H o w d y n a m i c a n d e f f e c t i v e c o m mun i c a t i o n s s h o u l d b e _ ' Case study - National Obesity Surgery Centre
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"One of the key elements of the Robot service, indeed one of the essential elements of any communications service in the internet age, is their ability to respond quickly.  And by quickly, I mean immediately. Perhaps the classic example for us was our ability to respond to a news story that had a huge impact on our industry. When it was discovered that a famous celebrity had recently undergone a gastric weight loss procedure we all knew it would create interest and stimulate enquiries, but the key was knowing how that interest would manifest itself. Clearly in this case traditional forms of advertising and media relations, whilst helpful in the long term, weren't going to exploit the immediate opportunity.

“This was really our first exposure to just how dynamic and effective integrated communications could be. In the first instance working with Robot we were able to tap into the story early in the news cycle and start planning almost immediately. The next step was to decide on audience targeting and it was agreed that a tactical Adwords campaign run through Google was best option, to tap into the search interest generated by the story. The key component of the tactical campaign was to try to find a
combination of search terms and display ad that would encourage the right kind of customer without generating traffic from people just interested in the idea. In the end we adopted an approach that targeted the search traffic but did not explicitly reflect that news story in the ad text itself. The thinking was that we didn't want to attract people interested in the news
story but those interested in the procedure itself.

“The result was that we were "live" within 24 hours of the story breaking, a full ten days ahead of any of our competition and for that period we were the only organisation of our kind targeting the search traffic generated by this event. It enabled us to treble our normal number of visitors to the site and procedures for that month were up by 200% on a comparable time
period. "

Managing Director / National Obesity Surgery Centre

National Obesity Surgery Centre

  • The Challenge

    Ensuring every opportunity identified was maximised across all channels of communication and that the likely behaviour of the target audience was taken into account on an almost daily basis.

  • The Solution

    By integrating the PR and web channels we aimed to create a responsive online presence by using media driven news stories and events to speculate on likely web trends.

  • The Results

    The National Obesity Surgery Centre could lay claim to being the most responsive organisation in its marketplace, enabling it to tap into the interests and needs of its intended audience far more quickly than the competition. The huge increase in business and traffic was testament to that.