LYX Urología

Overview

LYX Urología is a specialist urology centre that has established itself as a leading reference in Spain thanks to the high level of expertise of its medical team, its continued commitment to innovation and the breadth of its areas of expertise.

Our relationship with LYX began more than ten years ago and has evolved alongside the organisation itself. What started as a digital marketing project has developed into a long-term partnership, supporting LYX through different stages of its growth and digital evolution.

Over the years, we have worked across different areas of its digital presence, from SEO and organic search visibility to off-site SEO and digital PR, alongside Google Ads and Meta Ads campaigns, email marketing, audiovisual content production through video and photography, and the development of a new website.

This journey has allowed us to work within a particularly demanding context: when a medical centre already has a strong reputation and brings together leading specialists, the challenge is not to build authority from scratch, but to ensure that all that expertise and knowledge are reflected in a digital presence of the same calibre.

Strategy

LYX’s strategy has been built for the long term, always taking a holistic view of its digital presence. The aim is not to treat each channel independently, but to make SEO, paid advertising, content, video and web work together to increase the organisation’s visibility, reach new patients and bring the level of expertise behind LYX into the digital environment.

SEO plays a significant role in this strategy, building LYX’s visibility around its main specialisms, conditions, treatments and techniques. In a sector where patients carry out extensive research before making a decision, the strategy aims to ensure that LYX is visible for relevant searches and that its content responds to users’ needs in a clear and rigorous way.

As part of this work, we also incorporate E-E-A-T principles, which are particularly relevant in healthcare, to strengthen the experience, expertise and authority of its professionals and the organisation as a whole. This is complemented by off-site SEO work aimed at strengthening the domain’s authority and relevance.

Patient acquisition is supported through Google Ads and Meta Ads. While Google allows us to respond to searches with a more clearly defined intent, Meta enables us to build LYX’s visibility more consistently, creating different touchpoints with users and strengthening brand awareness before they reach the point of making a decision.

This combination allows us to avoid relying on a single channel and adapt the strategy to the different journeys a patient may take before contacting a specialist.

Audiovisual content adds another dimension to the strategy. For an organisation whose greatest asset is the knowledge and expertise of its professionals, video provides a way to showcase that expertise in a more engaging, accessible and easy-to-understand format.

We edit and develop this content to transform medical knowledge into content that can perform effectively within LYX’s digital ecosystem, expanding the number of touchpoints with its audience.

Now, with the development of its new website, we are taking this evolution one step further. LYX’s growth and the opening of new centres require a platform capable of organising all this information in a clearer and more scalable way, while maintaining a consistent user experience and a structure designed to support the continued development of its SEO and acquisition strategy.

The website is therefore not an isolated project, but another component of a digital strategy that we have been building and evolving for more than a decade.

Results

After more than a decade of collaboration, the results cannot be measured through a single campaign or individual action. They lie in having built and maintained a digital presence capable of supporting the evolution of a growing medical organisation.

On Google Ads alone, the partnership adds up to more than €200,000 invested, more than 600,000 clicks, more than 5.5 million impressions and more than 13,000 contacts.

Today, LYX has an expanding network of centres, a highly specialised multidisciplinary team and an activity that combines patient care, innovation, training and medical education.

The presence of its specialists in national media, together with the communication of new medical and technological developments, has also made the digital environment a natural extension of its activity.

Our role is to support this evolution from a digital perspective: ensuring that LYX’s expertise and experience can be discovered, understood and converted into opportunities for contact across its different channels.

And to do so with a strategy capable of evolving alongside the organisation, from Madrid to its expansion into new centres and markets.

More than a one-off intervention, LYX represents what it means for rIL Medical to work long term with a highly specialised healthcare organisation: understanding its evolution, anticipating its digital needs and building a strategy that can grow at the same pace as the project itself.