Delivering Performance with Backbone for The UK Spine Centre

The UK Spine Centre is situated on London’s Harley Street, a long-standing global hub for medical excellence. Bringing together a multidisciplinary team of spinal surgeons, pain specialists and consultants, the clinic provides personalised care for every stage of the spinal journey, from diagnosis and imaging to spinal injections and complex surgery.

The team set out on a mission to combine outstanding clinical care with a best-in-class digital experience to help the right patients find the right treatment.

But as a new venture, they were starting from scratch, with no performance data, no marketing infrastructure, and a highly competitive marketplace to contend with.

They needed:

• A go-to-market strategy built from the ground up
• Clear understanding of the scalability of digital marketing in their sector
• A lead generation model focused on quality over quantity
• A granular measurement and tracking framework to identify what was driving action
• Expertise in reaching a high-trust, health-conscious audience without compromising their premium brand
• An established, senior partner who could combine clinical sensitivity with commercial acumen

This wasn’t about launching paid ads and hoping for the best. Instead, our job has been to build a performance engine that supports long-term growth across Harley Street and Cheltenham clinics, without compromising clinical integrity or patient trust.

We began with a structured approach and built for scalability, delivering a dynamic strategy founded on deep collaboration, market insight, and continuous refinement.

Key elements of our approach:

• Immersion sessions with the clinic’s founders and team to understand the nuances of the patient journey
• Detailed market and keyword research to identify the most relevant, high-converting search terms
• A bespoke account structure, built to give us visibility across pain-related, diagnosed and research-based search terms.
• Creative testing at speed, with tightly themed ads designed to surface the strongest messaging and formats.
• Leveraged third-party audience data to uncover pockets of affluent users and interest groups more likely to need specialist spinal care, allowing us to target high-value prospects beyond obvious keyword intent
• An evolving KPI framework, moving from clicks to leads to appointment conversion, ultimately focused on revenue. Driving a high lead-to-appointment conversion rate was essential.
• Always-on optimisation, adjusting spend, creative and targeting weekly to match changes in the market landscape
• Robust tracking across all site touchpoints, including the Treatment Analyser, which is a key interaction tool used to guide patients to the right treatment path.

Within 12 months, The UK Spine Centre had gone from a standing start to a profitable, scalable lead generation model built entirely through performance channels.

Key outcomes included:

• 1,500+ high-quality leads, with a +41% increase in the last year
• 300+ booked appointments, with a 30% lead-to-appointment conversion rate
• £60K+ in monthly revenue, driven through paid performance
• Cost per lead down 3%, while increasing volume
• Treatment Analyser engagement up 48%, with 95% of users completing every step
• Call volume up 58%, our highest-converting touchpoint.