MYGP: DRIVING PATIENT ADOPTION TO DIGITAL-FIRST HEALTHCARE MANAGEMENT

MyGP is the NHS App that offers patients the ability to manage their doctors’ appointments, prescriptions, access their medical records, and manage their family’s health quickly and easily. myGP partnered with Mediaworks to drive brand awareness, increase app downloads, and improve the understanding of myGP’s services to digital natives. Through a combination of content creation and outreach, we maximised the visibility of myGP’s key categories and brand that helped double app downloads, built digital brand awareness, and position myGP where their future customers’ journeys start, search

Conversions

99%

increase in overall app download clicks

Engagement

165%

increase in organic traffic to myGP Appstore Page

Brand

40%

40% increase in brand searches for myGP App

Conversions

99%

increase in overall app download clicks

Since 2020, the industry has seen a huge spike in demand for digital transformation as patients expect instant access to medical advice and care. The myGP app, designed to relieve pressure on the NHS, has the answer to developing the UKs digital healthcare needsThe myGP app allows patients to manage their GP appointments, order repeat prescriptions and set up medication reminders through their smartphonesNot only does the app allow you to manage appointments and prescriptions but it also dramatically reduces pressure on the already stretched national health service. myGP needed a partner to amplify their brand and raise product awareness and increase app downloads through relevant digital marketing products and channels. 

Mediaworks carried out a full technical onsite extensive onsite analysis to identify content gaps on myGP’s website. To increase site relevancy, we carried out a strategic website re-structure, creating new content and webpages tailored to informational-based searches myGP was already ranking for.   Combined with our onsite content work, we also created an offsite content strategy, harnessing unique data to drive emotive news-worthy articles best resonated with myGP’s target audience. The offsite content supported the onsite content strategy, driving backlinks to the new target pages. Wfuelled the digital visibility of the myGP brand and increased site relevancy and double app downloads through a defined and clear SEO and offsite strategy  

Through a combination of earned coverage from targeted search authority publications and a search engine relevant new site structure, we increased branded searches by 40%, organic traffic to the myGP app store increased by 165% and we successfully delivered key targets around conversions and downloads to the myGP app by increasing overall app download clicks by 99%. 

The campaign exceeded the clients’ ambitious goals, providing outstanding results and fully supporting the NHS’s journey into digital, driving performance and fuelling the app’s growth. 

Previous mission

MEDICAL PROTECTION: Global brand transformation

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