Intus Healthcare, Surrey
Marketing Executive
Intus Healthcare specialise in sleep disorders, particularly sleep disordered breathing, which is often indicated by snoring and excessive tiredness.
A UK based supplier to both consumers and the NHS, it was my role to inform more people about one of the most common sleeping disorders; Obstructive Sleep Apnea, as well as helping sufferers to find a suitable treatment option; most commonly using a CPAP machine.
I'm guessing you're probably like me when I first joined the role at Intus Healthcare... clueless or know very little about what Sleep Apnea actually is and what a CPAP machine does to treat this condition, correct?
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Working for Intus Healthcare, it was surprising to me to see so many people doing sleep studies after googling their symptoms online, with many of the patients going for years with terrible sleep patterns, simply because they hadn't heard of the condition.
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That is why I made it my priority to not only inform patients of our CPAP products for purchase, but to also go above and beyond to make sure that they could find out all the necessary information about their condition to ensure they were informed of best practises in treating their symptoms.
I felt that it was part of my responsibility to help people suffering from the symptoms of Obstructive Sleep Apnea by providing them with a hub of information around treating their condition, as well as a platform to upsell Intus' products.
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Designed from scratch, I made it my responsibility to fully redesign an informative platform website for Intus; offering information about OSA, diagnosis and treatment options, but also looking at risk factors which was likely to be worsening their cause.
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To name some, patients are more likely to be at risk of OSA if they carry excessive weight (obese) or if they are a smoker; both causing obstruction to the airways. Therefore I decided to create targeted webpages for the most common risk factors and symptoms that informed patients of OSA so they could see if their symptoms matched; leading to an increase in sleep studies being ordered. Once the sleep study confirmed the patients diagnosis of OSA, they could then purchase a CPAP machine from Intus; showing a rise in monthly sales.
By creating the Healthy Tips website, I was able to create a funnel for our potential consumers.
By providing a hub of information that helps patients analyse their specific symptoms and understand different sleeping conditions, consumers then understood that Intus Healthcare had the answers and could potentially help them end their sleepless nights.
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Offering private sleep studies as part of their services, this allowed Intus Healthcare to attract victims of sleeping conditions and accurately test and diagnose them for OSA. If the reports from the professional sleep technicians came back positive, then Intus would them have them at the entry point of the funnel, ready to continue their journey with them and help them choose the most suitable treatment option; increasing Intus' profits. Win win situation for both Intus and the consumer!
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To provide more value to the information sourced on the Healthy Tips website, I decided to create articles and blog posts relating to ways patients could improve their health, underlined by 4 key categories; Nutrition, Sleep, Exercise and Medical. This was important of meeting Intus' brand values of going above and beyond to improve our patients lives; we were certain that a few healthy tips and lifestyle changes could make a huge impact on many of our patients lives.
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