Twenty-one consecutive months of earned media have made a Birmingham private clinic a go-to expert voice for the national press: 378 placements at an average Domain Authority of 67, with links pointed at the service pages that actually convert.
Background
Midland Health is a private GP, diagnostic and specialist clinic in Edgbaston, Birmingham, offering pay-as-you-go appointments across general practice, executive medicals, endocrinology, ENT, dermatology and more. The clinic engaged our PR team in November 2024 to build brand authority, earn high-quality backlinks and position its clinicians as trusted media voices, with the programme reviewed in monthly marketing meetings alongside the client’s wider team. Making busy clinicians available on newsroom deadlines is the discipline that runs through all our healthcare PR.
The Challenge
Journalists work to tight, unpredictable deadlines, and clinicians are busy seeing patients, not writing copy. Turning a clinic into a reliable media voice meant matching inbound journalist requests, from Metro, The Guardian, Stylist, HELLO!, Patient.info, the Associated Press, WIRED and Business Insider among others, to the right Midland Health specialist and turning expert comments around the same day.
There was a commercial bar to clear too. Plenty of PR earns homepage links that do little for conversions; Midland Health needed coverage that supports the individual service pages that generate enquiries, and monthly reporting that proves the KPIs are being hit.
How We Did It
The programme runs two engines side by side. Reactive expert commentary: the team brokers every journalist opportunity end to end, drafts comments on the clinicians’ behalf for sign-off, and coordinates availability when a phone interview is needed, as when a national newspaper wanted a pain-management expert to explain referred pain and we briefed the right Midland Health doctor on the exact angles.
Proactive data campaigns: original research such as the Best and Worst GP Practices in the West Midlands study, hosted on the client’s own site, gave journalists a reason to cover and link. Throughout, links and mentions are deliberately steered to individual service pages, and every placement is reported monthly against a shared KPI tracker: volume, links, mentions, Domain Authority and coverage value.
The Results
Across the campaign to date the team has secured around 378 pieces of coverage over 21 months, at an average Domain Authority of roughly 67, with many placements on sites rated DA 88 to 94. Delivery has been sustained rather than spiky: most months land double-digit placements, with 107 placements in November 2025 from one nationally syndicated story, and an average DA of 85 in September 2025.
- National titles: Daily Mail (DA 92), MSN (DA 92), Yahoo News (DA 91-94), The Independent (DA 91), The Sun (DA 90), The Mirror (DA 90), Evening Standard (DA 90), the Express, Metro, GB News, HuffPost, iNews and Stylist
- Lifestyle: a HELLO! Magazine feature on the science behind the £4 TikTok migraine hack, with a Midland Health mention
- Trade: Chemist + Druggist, coverage the client specifically flagged as valuable
- Regional: Birmingham Live, Birmingham World, Birmingham Mail, Express & Star, Coventry Telegraph and Worcester News
The client’s own words each month tell the story: KPIs consistently hit, and links directing readers straight to the service pages that convert.
