Healios Case Study

About Healios

Healios is a leading digital provider of mental health, autism and ADHD services for children and young people.

With a mission to make families feel better, Healios exists to empower every young person to build the capabilities for long-term mental health, successfully navigate life’s challenges and experience a better quality of life.

The solution

Using the in-depth marketing experience and expertise of the Carter Consulting team, we acted as an extension of Healios’ marketing team to provide strategic support and guide them through the journey. Working collaboratively with Healios to provide our virtual CMO support, we delivered the following outcomes to achieve their goals:

Audit

The audit's purpose was to evaluate Healios's entire business and marketing environment, pinpointing areas of strength and any bottlenecks that inhibit business growth. This allowed us to create a bespoke marketing strategy plan for Healios to achieve its goals.

Acting as Healios’ virtual CMO, we analysed previous and current analytics across all channels, including SEO, social media, content, and events. We established how Healios was positioned compared to its competitors and assessed any gaps within its strategy to identify potential improvements.

The team conducted 50 internal interviews with employees to gather insights on the business, how the brand is perceived internally and externally, the business objectives and how they align with the marketing efforts, target audiences, and value proposition. We worked closely with Healios’ team to conduct buyer persona research to gain a more in-depth understanding of their customer needs. This allowed them to articulate the right messaging that resonates with their target audiences.

The full audit included:

• Competitive analysis
• Buyer persona research
• Internal interviews
• SWOT and TOWS analysis: marketing and business
• PESTLE analysis
• Content marketing: internal and competitor analysis
• SEO analysis: keyword gaps, backlink gap analysis, technical issues
• Social media analysis: content output and type, and frequencies
• Events and awards analysis: previous events attended or hosted and future events
• KPI’s

Marketing strategy

Drawing on the findings from our analyses and interviews across all digital and offline channels, Carter Consulting and the marketing team at Healios created a comprehensive 12-month marketing plan with a quarterly content plan.

The 80-page presentation encompassed a situational analysis assessing Healios's macro and microenvironment, an overview of marketing objectives to achieve their goals, and an evaluation of individual channels, including paid, organic, and word of mouth. We also provided a roadmap with key deliverables and dependencies to make the marketing plan successful.

SEO

After conducting the audit of their current organic SEO activity, we developed an action plan that included extensive keyword research, a thorough backlink gap analysis, and technical issues that could affect the site’s performance and rankings. 

The keyword analysis allowed us to see what keywords Healios ranked for and their competitors’ keywords.

We then carried out a backlink gap analysis to analyse their backlink profile, identifying high-quality and low-quality links. We devised a plan to whitelist any good links and add low-quality links to a “remove list.” The low-quality links were then segmented and ready to be removed through Google‘s Disavow tool, reducing the number of low-quality links on the Healios website. 

We also provided a list of actionable technical and on-page SEO issues to increase their overall website site speed and improve performance. This included fixing duplicate page titles, missing H1 headers and meta descriptions, and titles that were either too long or too short. Technical issues included reducing unused JavaScript loading scripts and minimising the impact of third-party code on the website. 

PPC

Healios sought to test a new service in the market by launching paid social and PPC campaigns. As they had not previously run any PPC or paid social ads, the Carter Consulting team guided keyword selection, landing page optimisation, and recommendations for ad copy, visuals, and messaging. We then managed the campaign launch with ongoing monitoring and optimisation.

To ensure the most effective marketing approach for Healios, we conducted multiple A/B tests to evaluate:

• Which platform delivered the highest conversions
• Which ad objectives generated the most conversions
• Which ad assets and copy resonated best with their target audience and drove conversions
• Which landing page content performed most effectively

HubSpot-Salesforce integration

Healios wanted to segment their contact data more effectively within their CRM system to better connect and engage with customers. To achieve this, we recommended integrating their CRM with marketing automation software.

We assisted in implementing the HubSpot-Salesforce integration, enabling Healios to build long-term customer relationships through nurturing workflows and better aligning marketing with sales.

The Carter Consulting team ensured accurate field mappings and sync settings, fully setting up HubSpot before implementing the integration. We collaborated closely with Healios’ team, providing hands-on support to navigate the complexities of the sync process. To ensure a smooth onboarding experience, we delivered weekly training sessions, empowering the Healios team to maximise HubSpot’s potential.

By bringing Healios onto HubSpot, we helped streamline processes through automated workflows while keeping them actively involved, ensuring they could optimise HubSpot for their growing business and new service line.

The results

12-month marketing plan

Healios’ 12-month marketing plan provided valuable insights across several key areas:

• Target audiences: The plan helped Healios gain a deeper understanding of their customers, identify pain points, and clearly communicate how their services solve problems and deliver value. This was essential for aligning their offerings with customer needs.
• Competitors: The competitor analysis revealed potential threats and market gaps, enabling Healios to highlight what sets them apart and identify areas for improving their strategy.
• Unique selling point: The plan clarified the specific benefits of Healios’ services, helping them define a unique market position and gain a competitive edge.
• Strategy: The marketing strategy provided a solid framework for the team, guiding future marketing decisions and allowing for more effective engagement with each customer segment.

PPC and paid social ads

Through SEO optimisation and targeted ad campaigns, one of Healios’ landing pages became the 4th most visited, reflecting strong interest and demand from their target audience. Within a month, we achieved a 63% MQL-to-SQL conversion rate for Healios, 50% higher than the industry average.

Taking an agile approach, we adjusted the ad’s objective from traffic to lead generation based on A/B test results, boosting the conversion rate from 0.09% to 2.25% during the test phase for Healios’ new service line. These results also provided valuable insights into customer demand.

As a direct outcome of the campaign, Healios identified a new client segment with significant demand for the service, which led to the launch of the new business line, Melios. This revealed a potential market opportunity for Healios to refine their service offerings and better align with the needs of this segment.

“It has been brilliant working with Juliet over the past year and having virtual CMO support. When we first reached out to Juliet, we were experiencing huge growth and limited resources. Working with Carter Consulting meant we could access marketing support quickly and work with a team to develop our marketing strategy. We continued to work with Juliet after the initial project, and this included a paid social and Google campaign as well as the integration of a marketing automation software. Her guidance throughout these projects was extremely valuable. Juliet was always flexible, professional and eager to support.”

Hannah Taylor, Marketing Manager, Healios