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Nestlé Health Science

Exercising a sleeping giant’s right to win on search:
the tactical deployment of content tailored to an international healthcare audience for a diverse range of brands within the Nestlé Health Science portfolio

Clinician engagement | Consultancy | SEO
The challenge

Maximise organic visibility of local brand websites through a unified content strategy

Nestlé is a household name. Being a subsidiary of this giant gives Nestlé Health Science access to an abundance of resource, but also presents unique challenges in ensuring local affiliate brand websites are visible and achieving business objectives. Nestlé Health Science approached us to help them provide a solution for a range of markets with differing objectives, audiences, budgets, digital maturity and capabilities.

The solution

Nestlé Health Science’s portfolio of websites have a combined 4 million monthly users. We needed to provide a uniform solution to content strategy that catered to each team’s needs. We took a three-step approach to make this happen:

Step 1.
Unify the Nestlé Health Science digital ecosystem through a global lens

Our team of expert medical writers and SEO content leads produced a global roadmap that translated Nestlé Health Science’s website portfolio into a uniform network of highly optimised, organically successful and locally relevant digital assets.

Step 2.
Identify brand-specific opportunities and communicate to a wide variety of stakeholders

Collaborating with partners across Nestlé Health Science, we were able to go beyond just keyword research to deliver consumer intent model (CIM) studies that identified user behaviours based on local search patterns and landscape trends.

Unlike traditional keyword research, the CIM studies provided a visual and easy to understand breakdown of the search opportunities available for each brand. These were shared with wider stakeholders and allowed the marketing teams to produce a business case for further investment into digital marketing.

We turned CIM study insight into actionable content marketing strategies — and from there, we were able to work with our client partners to create content for each target audience that delivered true value to the end user.

This model paved the way for a data-led approach to medical content creation that is replicable across any Nestlé sub-brand globally.

Step 3.
Deliver a first-class organic content strategy

Across multiple sub-verticals, our team of SEO experts are now delivering content marketing strategies for Nestlé Health Science to help them achieve organic success in their respective fields; healthcare-focused food brands, patient condition-focused information hubs, and everything in between.

We delivered:

  • Technical SEO audits and strategies for multiple brands
  • Detailed content and competitor analysis
  • SEO (and brand objective) focused editorial calendars
  • Premium medical SEO copywriting

The Results

Nestlé Health Science now uses Medico’s research, insights and strategy documentation as a blueprint for their global approach to search engine optimisation. Their digital content ecosystem follows a succinct, streamline structure that can be adopted across multiple territories and used to optimise SEO performance. To date, the year on year average results across their portfolio are:

increase in digital share of voice
increase in new users
increase in website engagement per user

Working with Medico Digital on optimizing our content strategy to drive improved visibility online and greater engagement on our websites has been great. The team are highly knowledgeable in the healthcare space, this being their area of specialty. They’re smart, reliable and—this is important—patient! And not only have they delivered on our briefs so far, I’ve also learned a lot from my work with them. I’m looking forward to doing more with Medico in the immediate future.

Nicole, Global Lead - Digital Engagement

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Based on 51 reviews