Polln's Journey to Success: Navigating SEO Challenges for a 71% Growth in Patient Base

Polln’s Journey to Success: Navigating SEO Challenges for a 71% Growth in Patient Base

Services we supported Polln with:

Discover how we built a comprehensive marketing funnel for Polln with:

Award-Winning SEO Strategy for the Healthcare Business
Effective Paid Search Ads
Healthcare Social Media Marketing
TGA Compliant Advertising Practices

495% Increase in Organic Traffic Year on Year

SEO Paid Ads Website Design

+ An SEO Strategy That Delivers Real, Tangible Results

0 x

Increase in Total Keywords Ranking

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Increase in Total Patients

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Increase in organic Traffic YOY

Leading SEO-Driven Natural Health Solutions

The challenge.

Polln, an online medicinal cannabis clinic, offers a safe and supportive environment for patients seeking natural remedies.

Despite the growing acceptance of medicinal cannabis, Polln faced significant challenges due to the stigma and apprehension associated with first-time use.

From the outset, Polln was focused on providing a discreet and supportive patient experience. However, they were confronted with several hurdles: high competition in a highly regulated industry, zero existing digital presence, and strict advertising limitations.

They also lacked a website that could effectively convey the quality of their services and connect with potential patients.

Key Issues

High Level of Stigma and Apprehension:

Polln's audience was hesitant about using medicinal cannabis due to social stigma, making it crucial to create a supportive and educational environment.

Building Authority Without Traditional Backlinks

Finding high-quality backlinks proved difficult for Polln due to the strict regulations around the industry, especially as a new player. Without the usual pathways to build authority, this posed a significant challenge for establishing trust online.

Navigating the Difficulty of SEO Without Cannabis Terms

The removal of key cannabis-related terms such as "Plant Medicine" and "Medicinal Cannabis" making it harder to maintain SEO rankings as Google penalises this.

Goals for growth.

Our strategic goals to achieve digital success and patient growth for Polln.

Expand Patient Base by Over 50% Year on Year

Aim to increase Polln's total patient count from 5,000 to 8,000 by developing targeted strategies that cater to both eligible patients seeking prescriptions and individuals researching treatment options.

Achieve Top Rankings for Medicinal Cannabis Keywords Across Australia

Focus on securing top search engine rankings for clinic and prescription-related terms in major Australian cities, such as "Medicinal Cannabis Brisbane" and "Online Cannabis Prescription Australia."

Boost Organic Traffic by 50% Annually

Drive a 50% year-on-year increase in Australian monthly website traffic by targeting a broad range of discovery terms related to symptoms and treatment options, ensuring Polln captures potential patients early in their journey.

Increase Brand Searches to Enhance Market Presence

Strengthen Polln's brand authority and trust signals to Google by growing brand searches by 30% year on year, leveraging this as a critical factor in boosting organic rankings and patient engagement.

Our approach.

At Polln, our goal was clear: to help more patients discover the natural benefits of medicinal cannabis while overcoming the stigma associated with its use. We approached this challenge with a multi-faceted strategy designed to grow Polln’s patient base and enhance its digital presence.

Here’s how we did it:

Targeted SEO Strategy:

We implemented a split SEO approach to rank Polln in the top 3 positions for both clinic-related terms and discovery terms across Australia, ensuring visibility at every stage of the patient journey.

Overcoming Regulatory Hurdles:

Despite strict regulations, we navigated the challenges by revamping site architecture, removing restricted terms, and creatively redirecting content to maintain SEO strength.

Building Brand Authority:

Through social media and YouTube campaigns, we increased brand awareness, which in turn boosted brand searches and acted as a trust signal to Google.

Optimising Ad Spend:

We effectively managed Polln’s advertising budget by leveraging broad match terms and setting custom audiences, ensuring that every dollar spent contributed to patient acquisition and brand growth.

Website Optimisations

When designing and developing the website for Polln, our primary focus was to create an intuitive, patient-centric platform that reflects the supportive and safe environment they offer. We carefully structured the website to guide two key audiences: those actively seeking prescriptions and those exploring treatment options for various health issues.

Given the regulatory constraints that prevented us from mentioning “medicinal cannabis,” we had to be innovative in our approach, ensuring the website’s architecture and content still effectively communicated Polln’s value. By implementing a split SEO strategy and optimising the site for both user experience and search engine visibility, we were able to significantly grow Polln’s patient base and enhance their online presence, even in a highly regulated industry.The final result was a seamless, informative website that supports Polln’s mission while driving substantial growth.

Streamlined Booking-Optimised Website Design

Designed to prioritise patient convenience, Polln’s website integrates a seamless booking system that enhances user experience. The intuitive layout guides patients effortlessly from discovery to appointment scheduling, ensuring that the path to care is as straightforward and supportive as possible.

Messaging That Resonates

Tailored Messaging for Patient Needs

Personalised messaging for every stage of the patient journey. We crafted a multi-layered marketing flow that addresses the unique concerns and needs of Polln’s patients at every step, enhancing the effectiveness of paid advertising and reducing booking costs.

Showcasing Holistic Patient Care

Our messaging extends beyond prescriptions, spotlighting Polln’s dedication to delivering quality medical care. We highlight the expertise of doctors who specialise in natural medicine, ensuring patients receive comprehensive, compassionate support.

Pairing SEO with paid ads

We implemented a comprehensive digital marketing strategy that combined SEO with paid ads and social media marketing, educating and nurturing customers through every stage of their journey. TOFU (Scouting Ads) We ran top-of-funnel ads to introduce Polln to a wider audience, driving brand awareness and reaching new potential patients searching for natural health solutions. MOFU (Educational Ads) Mid-funnel ads educated potential patients on Polln’s services, building trust and guiding them to optimised service pages designed to inform and engage.

BOFU (Remarketing Ads) Bottom-of-funnel remarketing ads targeted those who visited the site but hadn’t booked, giving them the final nudge to schedule an appointment through Polln’s easy-to-use booking system.By pairing SEO efforts with a full-funnel ad strategy, we ensured Polln not only reached new patients but guided them through a seamless journey from awareness to booking.

Hear from our client.

Content

Kathleen To

Head of Marketing

With our comprehensive and holistic digital solutions, you can distinguish your practice from the competition and stand out in a crowded marketplace.

At our legacy, we focus on your patient journey with your services and expertise. Our marketing strategy encompasses all aspects of search engine optimization (SEO) to ensure that you’re reaching potential patients at the most critical moments with the right messaging and content. With a wealth of experience across various digital channels, we can help you connect with your target audience and grow your practice.