HKIOC

Branding a premium oncology centre required sensitivity, clarity, and trust. Our goal was to increase patient engagement while strengthening HKIOC’s identity as a leading private cancer care provider in Hong Kong.

Context

HKIOC sought to enhance its digital visibility and drive quality patient inquiries in a highly competitive, trust-sensitive healthcare market. We aimed to deliver campaigns that spoke to patients and caregivers with empathy while maintaining medical accuracy and professionalism.
By combining SEO, SEM, content strategy, and user-centric landing page development, we shaped a digital ecosystem designed to inform, comfort, and convert.
Details
Time Frame:
Apr 2022 – Jul 2024
Role:
Digital Marketing Manager
Involvement:

SEO/SEM, Content Planning, Campaign Execution

Overview

The goal was to strengthen HKIOC’s digital presence and connect with patients seeking specialized oncology care. We aimed to position the brand as a trusted, premium cancer treatment centre through precise SEO, patient-first content, and conversion-focused campaign planning.

Challenge

Oncology is a deeply personal and high-trust field. The challenge was to drive inbound leads while maintaining sensitivity, clinical accuracy, and patient reassurance. We had to strike a balance between informative content, conversion-driven ads, and emotionally aware communication.

Solution

We implemented a full-funnel digital marketing strategy that balanced clinical credibility with empathetic communication. By aligning SEO content, SEM funnels, and website UX with patient needs, we improved visibility and strengthened trust with users at every stage of their journey.
  • Designed landing pages tailored to specific patient intents (e.g., breast cancer, screening, second opinion)
  • Developed content frameworks that addressed patient concerns with clarity and professionalism
  • Optimized Google Ads and Search Console to capture high-converting traffic

Results

Our efforts led to measurable improvements in both reach and performance.
📈 Increased organic clicks from 104K to 137K; impressions grew from 2.3M to 3M+
🎯 Improved average search position from 11.8 to 9.7 📞 Boosted inquiry rate by 32% and new patient bookings via web by 28%
💬 Enhanced brand trust and visibility in a high-stakes, competitive sector