Transform is a 40-year-old cosmetic surgery provider in the UK with two hospitals and 27 clinics. It sees around 80,000 inquiries per year. The cosmetic surgery sector went through turmoil in 2012 due to negative media coverage and public opinion, forcing Transform to reevaluate its clinical standards and transparency. It now has strict patient charters, publishes clinical data like infection rates, and focuses on patient-centered care without pressure or unrealistic expectations. A video from doctor Hilary Jones discusses Transform's approach.

1. It’s who you know…not what you know
Stephen Kenwright // Branded3
Steven Taylor // Transform

2. Who is Transform?
• 40 years old this year – the UK’s longest
established cosmetic specialist provider
• Two dedicated cosmetic surgery hospitals
& 27 outpatient clinics (all CQC registered)
• Headquartered in Manchester with circa
400 employees (60% of whom employed
in a clinical capacity)
• Annual turnover of £40 million
• Founder members of IHAS (Independent
Healthcare Advisory Service)
• Surgical procedures & non-surgical
treatments
• Circa 80K enquiries p.a.

3. A turbulent sector going through change
• Always in the media – rarely positively
• Crisis in sector in 2012
– Weight of public opinion
– Establishment
– Media sentiment
• ... all firmly against the sector
• Compelled us to re-evaluate who we are, what we stand for & what we’re about
• We needed to “grow up” before we were told to grow up

4. Transform today – a sea change in who we are
• Exceptional clinical standards
– A healthcare company – clinical excellence no longer
hidden under a bushel
– Vanguard of establishment influence
• Patient Charter : Clear
– Conceived by Clear Patient Panel
– 15 promises to patients
– 6 commitments on non-surgical treatments
• Transparency
– Infection rates
– Surgeon qualifications
– Complaint levels
– Revision rates
– Patient satisfaction
• Marketing Code of Conduct
– Voluntary restrictions of broadcast times
– Bona fide patients (not models pretending to be
patients)
– Rejection of celeb culture
– Rejection of en masse promotional offers
– Abolition of “refer a friend” scheme
Patient focussed – without a successful
outcome for patients, there is zero
satisfaction for us

5. Video Hilary Jones

8. How we removed 100+ link penalties
#1 Link pull + live link check
#2 Cross reference 100,000 domain blacklist
#3 Manual audit
#4 Disavow + reconsideration request

9. PENALTY RECOVERY TIMELINE

10. PENALTY RECOVERY TIMELINE

11. PENALTY RECOVERY TIMELINE

12. Feeds the
Putting Transform at the centre of

13. When you feel good, we feel good

14. When you feel good
Reassurance
• Have no doubt that in Transform you have made the
right choice
• Evidenced by
• 40 years
• GMC surgeons
• Products we use
• Transparency on clinical matters
• Investment in infrastructure
• Patient commitment
Outcome
• You will have a good outcome – physically and
emotionally
• Evidenced by
– 000’s procedures p.a.
– 30+ genuine patient stories
• All walks of life
• Differing demographics
• each freely giving testimony on their experience

15. How our mindset is interpreted in our SEO
• It’s “easy” in traditional creative marketing channels
• We’ve been through years of being told it doesn’t matter in SEO
• Equally, we’ve seen creativity for the sake of creativity – and creativity that’s tenuous & inappropriate
– Great if – but too much irreverance is not befitting
• Our ivory tower utopia is now quality in links & SEO content that underpin our values
• How BB&B delivers this
– Reassurance
• 350K have enquired to Transform. They must be the go to
• National spread of data – they’re a big national provider
– Outcome
• Someone else must have gone through this too – Transform understands me
• Patient stories threaded throughout the data

32. What’s next?

33. Thank you!
Please email any questions to
stephen.kenwright@branded3.com
steven.taylor@transform-medical.co.uk