Client Overview: HCA Healthcare is one of the world’s largest private hospital groups, with a major UK presence and continuous staffing, patient acquisition, and service promotion needs.
Industry: Healthcare & Hospital Services
Audience: Patients, medical professionals, private healthcare consumers
Budget scale: £100,000+ per month
The Challenge: Needed to move all paid media efforts from a large external agency to an internal team
Required complete restructuring of Google, Meta, Instagram, and LinkedIn accounts
Existing account architecture lacked efficiency, clarity, and optimisation opportunities
Leadership required accurate, consistent reporting across multiple business units
Needed a robust attribution model distinguishing paid from organic performance
Results Summary
Successfully transitioned all paid media operations from agency to in-house Managed £100,000+ monthly budgets across Google, Meta, and LinkedIn Fully restructured paid social (70%) and paid search (30%) accounts Improved operational efficiency, reporting quality, and strategic control Enabled accurate revenue attribution across paid vs organic channels
What Yay!Starter Did:
Managed full handover of all paid media accounts from the external agency to HCA’s internal team Restructured Google, Facebook, Instagram, and LinkedIn accounts to streamline performance Built new attribution models to separate organic and paid conversions accurately Provided weekly, monthly, and quarterly reporting frameworks for internal stakeholders Established best-practice processes to support long-term in-house optimisation Enabled the internal marketing team to operate efficiently with full strategic visibility