Prescribing a New Approach to Growth
The UK Clinical Pharmacy Association has a long history of being a respected organisation for pharmacists looking to advance and specialise in their careers.
There was just one problem. Membership growth had stalled.
As Chief Executive Sarah Carter explains:
“We thought we were doing all the right things. We had a beautiful-looking website, we had all our social media channels, but we just didn’t seem to be reaching outside of our membership.”
They needed a way to get in front of the pharmacists who didn’t know they existed yet…
Time for a second opinion
Once we got under the bonnet, there was more going on than a lack of traffic.
UKCPA had suffered a decline in search rankings and several fundamental SEO problems needed attention.
Multiple H1 tags were appearing across important pages. Structured data was missing. Commercially valuable search terms weren’t being properly targeted.
One of the clearest examples was “pharmacist training” — exactly the kind of search UKCPA should have been visible for, but wasn’t being sufficiently targeted by the existing website.
That meant potential members and learners were searching for services UKCPA provided without necessarily finding UKCPA.
With the technical foundations being addressed, the core SEO strategy focused on attracting the right audience rather than simply chasing more traffic.
That meant creating high-quality, SEO-optimised informational content around subjects genuinely relevant to UKCPA’s potential members and learners.
The aim wasn’t traffic for traffic’s sake.
Useful content brought the audience into the site. Strong internal linking then connected those visitors with more commercially important areas such as membership and community pages.
In other words: Answer the question they’re searching for. Earn their attention. Then show them where to go next.
Alongside the content strategy, Dark Horse worked on improving important commercial pages and resolving technical SEO issues wherever UKCPA’s development setup allowed.
And because pharmacy is hardly a subject you can blag your way through, the relationship worked both ways.
Sarah and the UKCPA team provided specialist knowledge. Dark Horse translated that expertise into something search engines, AI platforms and potential members could discover.
Proper collaboration. No snake oil required.
“The results were astonishing, really.
There’s no disputing that what they were doing was working and having an impact.”
Sarah Carter, Chief Executive, UKCPA
40%
increase in organic clicks
400%
increase in search impressions
400%
increase in ChatGPT mentions
A unit of the Novanta group, JADAK supply RFID chips and machine vision software to a variety of businesses, helping companies strengthen their delivery of medical research and procedures, among other things. Dark Horse launched a two pronged approach, with both their PPC and SEO divisions involved.
125%
increase in keyword rankings in the top five positions
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