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Kuzooroo Digital Media
Prepared for Response Primary Care
10 - 15 qualified Clinical Director conversions from Primary Care over the next 12 months. Here's exactly how we get there.
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Kuzooroo Digital Media
Response Primary Care isn't looking for a generic marketing campaign. You have an established reputation, strong site traffic, and a very clear picture of who you want to work with. What you need is a focused strategy that puts you in front of the right decision-makers, and keeps you there long enough to earn their trust.
Your ICP is a Clinical Director in Primary Care, not Secondary Care, not hospitals, across the whole of England. You know exactly who they are.
They are senior, experienced, cautious. Set in their ways. They take trust seriously, and they take their time before committing to a new provider.
A sales cycle of up to 12 months is completely normal. This isn't about quick wins. It's about being the right provider at the right moment.
You've had experiences with agencies pushing services that didn't fit. We heard that loud and clear. Everything in this proposal is built around your actual goal, nothing more.
You have 3 - 4 competitors. You want to match them in presence and authority, then surpass them.
You're moving budget from events into marketing. Smart move. We'll make sure it counts.
A note on the landing page: We pushed back on sending ad traffic directly to your new website. That's not us being difficult, it's us protecting your investment. A dedicated landing page isolates exactly how your ad traffic performs. Without it, that data disappears into your general analytics and you lose the ability to make informed decisions. We'll always explain the reasoning behind every recommendation. We realise you're getting a new website and you want the world to see it, the landing page we build for you will be an extension of your ads, never a replacement for your website.
Your ideal client needs to see you, hear from you, and come to trust you, before they'll ever pick up the phone. Both tactics are built entirely around that.
Clinical Directors don't respond to ads alone. They respond to people they feel they know. This puts real human conversations at the centre of your pipeline.
The only platform where you can target by job title, seniority, and NHS employer type simultaneously. For Primary Care, that precision is everything.
On geographic targeting: In the first 4 - 6 weeks we focus spend on 2 - 3 specific regions to compress the learning phase and get meaningful data faster. Once we know what's working, we expand nationally. Smart, not timid.
Here's exactly what happens between a Clinical Director not knowing you exist and sitting in a discovery call with your team.
This is not a campaign you run for 30 days. It's a 12-month presence strategy. The enquiries in month 8 are seeded by the conversations you start in month 1.
These are indicative target ranges based on LinkedIn B2B healthcare benchmarks. Every campaign is different. We review and recalibrate at every monthly report based on live data, you always know what's actually happening.
| Metric | Month 1 - 2 | Month 3+ |
|---|---|---|
| Cost per click | £5 - £9 | £4 - £7 |
| Monthly clicks | 70 - 130 | 110 - 190+ |
| Quiz completion | 15 - 25% | 20 - 30% |
| Qualified leads/mo | 3 - 7 | 6 - –14 |
| Cost per lead | £65 - £130 | £40 - £80 |
| Metric | Estimate | Notes |
|---|---|---|
| Requests sent/mo | 80 - 100 | Per account |
| Acceptance rate | 20 - 32% | Senior NHS, lower than gen. B2B |
| New connections/mo | 35 - 55 | Both accounts combined |
| Reply rate | 8 - 18% | Grows with familiarity |
| Leads/mo | 1 - 4 | Compounds from month 3+ |
On the 12-month goal: Both tactics running together over 12 months puts 10 - 15 Clinical Director conversions firmly within reach. All projections are reviewed at every monthly report based on live performance data.
Important: our deliverable is qualified conversions from your defined ICP, not signed contracts. Conversion from enquiry to client depends on your team's sales process and the buyer's procurement cycle, both of which sit outside the scope of this campaign.
One figure. Ad spend included. No cards to register on separate platforms. No risk of campaigns going dark because a payment bounced.
We capture your ICP research in detail, job titles, geography, decision triggers, what good looks like. This builds your targeting foundation.
Funnel and landing page created, branded, and tested. Lead notification system connected via email.
LinkedIn profiles optimised. Connection strategy agreed. Message sequences written and signed off by you before anything is sent.
Ads launched with 3 static variants. Outreach begins. The strategy is running.
Early data reviewed. Weakest ad paused. Outreach reply rates assessed. Quick wins acted on immediately.
Full performance report: impressions, clicks, connections, conversations, leads generated. Plain English, no jargon.
First video ad produced and launched alongside the winning static. Geographic targeting expanded based on Month 1 data.
What's working gets more budget. What isn't gets refined. Monthly reports continue throughout the engagement.
Both of these businesses were almost entirely reliant on word of mouth and referrals before we got involved. Both had longer sales cycles. Both needed a structured, repeatable way to reach the right people at the right time. Due to contractual obligations we can't name them, but the results are real.
A growing web agency with strong delivery capability but no structured route to market. Services had evolved organically, it was unclear to prospects what to buy or whether they were the right fit. Pipeline was inconsistent and entirely referral-dependent.
A contract research organisation with strong scientific credibility but a digital presence that didn't reflect it. Website wasn't generating usable data, search visibility was patchy, and marketing wasn't addressing the specific pain points of their ICP. Word of mouth carrying the whole business.
These are the voices of the Clinical Directors and PCN Managers you're trying to reach. They already exist, they just need to find you first.
Working with the Response team has been one of the easiest parts of my role as a PCN CD, and provided a resource to our practice teams and patients that is helpful and valued.
We have found Response to be a very approachable and easy organisation to work with, delivering first contact physio service to our 125,000 patients. Staff and patients have offered very positive feedback.
The contract management and clinical delivery is definitely proving to be heads and shoulders above our previous provider. Our practices are thrilled with their new team members.
Response have been responsive increasing capacity within relatively short timescales. We now have a joint injection service within the service offer, and are looking to extend this further.
These testimonials are sourced directly from responseprimarycare.com. The proof is already there, we just need to make sure the right people see it.
15+ years building and scaling revenue for B2B businesses. I've worked across agency, contract, and in-house roles, and across that time I've developed one strong point of view: the best marketing isn't clever, it's right. Right message, right person, right moment.
Kuzooroo Digital Media prides ourselves on driving human-led conversations first. We realise that outreach is an extension of your brand, so we must treat it as such.
I don't take on clients I can't genuinely help. Response Primary Care is exactly the kind of business this approach was built for.
They need 12 months of seeing your name, reading something useful you wrote, receiving a thoughtful message, and recognising you as the trusted provider in your field. This strategy puts you in that position, consistently, professionally, and in the exact places your ideal client already spends their working day.