Private healthcare marketers: Generate more enquiries for your clinic with Mediahawk

Driven by an increasingly pressured NHS, lengthy waiting lists, and difficulty accessing the services they need, more patients are exploring their private healthcare options. And that means the sector’s marketers are experiencing their own growing pressure.

In our last article, we explored the challenges of building an effective marketing strategy in this complex space – and why marketing attribution tools are vital for long term success.

Let’s dig deeper to see how a platform like Mediahawk can help you reach the right patients and generate more enquiries from high-intent leads. It’s all about getting people the treatment they need faster and ensuring you can run a profitable, competitive service as the UK’s private healthcare market continues to grow.

Understand diverse patient journeys

No two sets of patient circumstances are the same. The diversity in conditions, urgency, and knowledge can affect the way patients research their options, depending on “their physical or emotional state, confidence in handling such information and previous experience in the private sector”, according to the Private Healthcare Information Network.

Mediahawk’s call tracking can help you unpick these diverse journeys, identifying the most common entry points and engagement triggers for your potential patients. ”Once you have that information, you can focus your efforts on those channels and activities to bring in higher volumes of enquiries,” explains Faye Thomassen, Head of Marketing at Mediahawk.

Connect every call to its source

With our combination of static and dynamic call tracking, you can measure the impact of both your online and offline activities. Static numbers attached to each of your offline channels – such as pamphlets and billboards – can tell you which calls come directly from those. Dynamic numbers can track your digital sources and log actions people take on your website, such as downloading a treatment leaflet.

Protect patient data while learning more about your enquirers

There’s a treasure trove of data in your clinic’s calls. But how can you learn from these conversations while preserving patients’ confidentiality?

With Mediahawk’s Speech Analytics, you don’t need to record calls to uncover their value. Instead, you can set up voice tags and categories to organise calls – with any sensitive data automatically redacted. This gives you an overview of the most common topics, questions, and phrases that prospective patients mention during conversations with your team.

So, when your callers say things like…

• “How long is your waiting list?”
• “I’d like to make an appointment to see a physiotherapist.”
• “How much would a CT scan cost?”

…Mediahawk automatically tags the call with the relevant phrases.

Create voice tags for key phrases to analyse common topics

With vocie tags for key phrases such as ‘waiting list’, ‘appointment’, ‘physio’, ‘CT scan’, and even ‘cost’, you can use the dashboards in Mediahawk to keep track of how many times these topics are referenced on calls. “Even a simple tally can be enough to monitor whether your strategy is paying off,” says Faye. “There’s plenty of insight to extract, even if you don’t record the actual discussion.”

Setting up voice tags for all your services will provide an overview of key performance indicators such as:

• Which appointments or treatments are most requested
• Whether you’re reaching the right patients
• How effectively your support staff are helping callers

And with Mediahawk, that data can feed straight into GA4 so you can create custom audiences using these positive signals, optimising your ads to reach similar patients.

Reach patients at the right point in their research cycle

Research from the Independent Healthcare Providers Network found that 43% of patients considering private care had little to no familiarity with how to access these services, and 63% don’t know how much treatments cost.

Clinics and hospitals should strive to provide clear, helpful information about procedures, costs, and processes. This is important not only to help people research, but to reassure potential patients that you’re a trusted source of information and care.

“Effective marketing in this space isn’t just about becoming a trusted source,” says Faye. “You need to know that once your resources have helped patients towards a decision, they’re choosing your clinic and becoming a source of revenue for you.”

That means you need to find ways to capture engagement at the right point in their journey. Usually, this will be once they’ve done their initial research and they’re ready to have a conversation about their needs.

Track revenue back to the start of the journey

Mediahawk’s platform includes a powerful Sales Matching tool that connects marketing activities and patient journeys to booked appointments and income for your hospital.

This helps you analyse:

• Which channels deliver the most bookings
• The type of consultations each channel brings into your clinic
• The value of each appointment or treatment

For example, if you’re seeing a high volume of orthopaedic enquiries that lead to scheduled scans, you can trace that traffic back to its sources to uncover what’s most effective at engaging those patients.

Summary

Your task may be more complicated than consumer-focused marketing; you need to balance lead generation with supporting complex patient experiences and protecting their confidentiality. But the goal is the same: reach the right people and connect them to the right service.

With Mediahawk, you’re not just driving more enquiries – you’re finding ways to engage high-intent patients who are ready to start their healthcare journey. You’re unlocking insights into which channels and activities deliver value, and which need optimising. And if any of your strategies aren’t working out, you have the tools to refocus your efforts and budgets elsewhere.