V e r k e e r
Case Study

Leaders in Oncology Care

Part of HCA Healthcare UK, Leaders in Oncology Care (LOC) is a leading private cancer clinic.

Their specialists deliver outstanding patient care and cutting-edge treatments in multiple clinics across the UK.

LOC had the goal of increasing patient volumes at their clinics by improving online visibility through a new website that would provide relevant information and facilitate contact with potential patients.


We began by gaining a thorough understanding of how LOC operates internally, so we could create a website with the appropriate functionality. Particular effort was made to make the appointment request journey clearer, ensuring that this was fully optimised for visitors looking to contact the organisation.

After taking the time to learn more about treatment types and the patient pathway, we carried out extensive research around the most commonly-used search terms. From there, we identified our target keywords and developed an SEO strategy that would place LOC in the prime positions to help potential patients.

Our Impact

After working alongside expert Consultants and Senior Management to deliver a complete website design and rebuild, we did the following:

  • Implemented a targeted SEO strategy to achieve an increase in online patient enquiries and revenue
  • Developed a digital patient pathway
  • Created a pioneering online Cancer Second Opinion Service

Three main sources of referrals were identified, and targeted SEO campaigns were developed to position LOC in prime traffic driving positions:

  • Patients – keywords focussed on innovative treatments and rapid access
  • Primary Care and Secondary Care (HCP) – keywords focussed on top specialists and the expertise available at LOC

We have established a strong digital partnership with LOC – building on the success of the initial website project – and now we’re carrying out a long-term SEO campaign which continues to attract new patient referrals.


  • 476% more visitors to Specialism pages Year on Year
  • Over 640 First-Page rankings in Google

Working with Verkeer has given us the digital presence that reflects our reputation within the market.

LOC Chief Executive Officer


  • Design
  • Development
  • SEO
  • Strategy

Our team have been working with Google since 1999. In that time we’ve been through just under 200 major algorithm updates and we’ve kept our clients ranking high every time.