HCML
Positioning and strategy, Branding and identity, Digital solutions, Marketing and visibility
← Sectors
Healthcare Marketing and website design for businesses that sell on trust
The buyer is rarely the patient. We build the brand, the website and the marketing around how insurers, solicitors and HR directors actually choose.
What we do for healthcare businesses
Our healthcare work starts with the people who choose the service, not the people who sell it.
HCML and Bush & Co are two of our healthcare clients. In both we interviewed the buyers before designing anything, and what they told us shaped every brand, page and campaign.
40+ years of combined experience: across brand, marketing and digital, and a habit of starting with the people who actually choose a healthcare provider.
A finder, not a brochure: insurers and solicitors filter by location, profession, specialism and region, and shortlist the right expert in seconds.
A brand with a human side: an identity that conveys expertise and integrity while showing the people behind it.
Content all year round: a LinkedIn calendar, segmented email programmes, landing pages and lived-experience storytelling, rather than a burst of campaigns.
Results from our healthcare work
Bush and Co
Positioning and strategy, Branding and identity, Digital solutions
What the research changed
Two healthcare clients, both rebuilt from what their buyers told us. This is what changed once the work went live.
Does your website do these four things?
A quick test, drawn from what healthcare buyers told us.
- Can a referrer find the right person by location and specialism in a few clicks?
- Does each kind of buyer have a clear route to what they need?
- Can visitors see your people, and the experience that makes them worth choosing?
- Is there something credible a referrer could share with their own clients?
If the answer to any of those is no, that’s where we’d start. Find out how your buyers really choose, and the brand, the website and the marketing all get easier.
Ways we can help
- 01
Positioning and strategy
When an offer is difficult to explain, the cause usually sits upstream of the marketing, so we start by defining where you compete and testing it against how your buyers really decide.
- 02
Branding and identity
A brand has to carry the weight of the business behind it, often in conversations you are not part of, so we build identities that signal the right level of expertise wherever a buyer forms a view of you.
- 03
Digital solutions
For many buyers the website is where a shortlist is decided, so we plan every page around the questions they arrive with and the doubts that slow them down.
- 04
Marketing and visibility
More activity rarely moves the numbers that matter, so we set the commercial priorities first and build the content and search programme that keeps you visible across a long sales cycle.
Questions we get asked
Ask us something elseWhat does a marketing agency do for a healthcare business?
We start by finding out how your buyers choose, then build what follows: the brand, the website, content, sales tools and campaigns, from LinkedIn and email to SEO and PPC. Some clients bring us in for a defined project such as a rebrand or a website. Others work with us on an ongoing basis beside their own team. If we look after your website, we check its search and enquiry numbers every week.
Who do you work with in healthcare?
Rehabilitation and case management providers, occupational health and workplace wellbeing services, and healthtech businesses with a complex product to explain. We also created an online learning tool on rugby safety for the NHS and RFU.
Do you work with our clinical and subject-matter experts, or only marketing?
Both. In healthcare the expertise sits with the people doing the work, so we interview them as part of the research and involve them in the messaging. The result has to be something they would say themselves.
How do you keep health claims accurate?
Every claim we write traces to your own material, your experts or a named source, and anything we cannot back up is flagged for you before it goes anywhere. Your buyers put their own name to the provider they recommend, so nothing goes out on our word alone.
Some of the organisations we have worked with
From our guides
How corporate healthcare services earn the trust of insurers, solicitors and case managers
Guide · SectorsWhen an insurer or a solicitor chooses a provider for someone else, their name goes on it. What earns that trust, from interviews with the people who choose.
Simon Baghomian · 3 November 2026 · 7 min read
Healthcare marketing and the buying committee
Article · SectorsIn healthcare, almost nobody buys alone. Start with a map of who decides, give each of them the proof they need, and arm the person arguing your case.
Simon Baghomian · 9 October 2026 · 7 min read
Behavioural design when an organisation is buying: a guide for leadership teams
Guide · Behavioural designSomeone buying for an organisation carries the risk and has to argue the case. How behavioural design helps, where the honest line sits, and what to check.
Simon Baghomian · 3 November 2026 · 7 min read