Keel — Strategic marketing for owner-led occupational health clinics

Sound familiar?

The same gap shows up in three ways.

Nothing obvious is broken. Your service is exceptional. But underneath is sitting the same activity every time — with no strategy telling the marketing what to achieve.

You’ve invested in marketing, with little to show for it.

The money went into activity — a website refresh, some posts, maybe an agency that overpromised — but growth has stalled.

You’re flying blind.

No read on what’s working, what’s wasted, or what to do more of — so every decision is instinct, not signal.

The clinic is excellent, but growth isn't there.

What got you here — reputation and word of mouth — has a ceiling. No system was built to take over once you reached it. The clinic's marketing is still owner-led, reactive and unstructured.

What Keel does

Clarity, not capacity.

Build your marketing from the base up

Most marketing activity gets bolted on top, with no direction. Keel adds the strategy underneath — what marketing should achieve given how your clinic actually wins work. We find what’s working and what’s wasted, design the marketing operating system your team can run, and give every pound a job.

The lens

Clinics are run as one business. We view them as five separate revenue levers.

Our first move: separate each of your five levers. Each has its own buyer, its own logic, its own current state. By naming them, where the work needs to happen becomes obvious — and the biggest moves are usually in the joins between them.

01

Contracted B2B

Standing employer relationships — where lifetime value lives.

02

One-off B2B

Medicals and assessments on demand — tomorrow’s contracts.

03

B2C walk-in

Private bookings — HGV, taxi, visa, sports — the fastest feedback loop you have.

04

Health surveillance

Audiometry, spirometry and more, on-site — the clearest cross-sell.

05

Partner referrals

Work passed from other providers — usually unmanaged, so pure upside.

Where the work shows up

Six channels. The same question brought to each.

The streams tell us where your work comes from. These are the surfaces we actually look at — each one a channel, and the question that decides whether it’s earning its place. Diagnose, design and execute all play out here.

Website & conversion

Is it turning interest into booked work, or just sitting there?

Search (SEO & Google)

Are you found when someone needs you, for the work that pays?

AI & generative search

Are you visible in the tools buyers are starting to ask instead of Google?

Content

Is it building authority with real buyers, or just filling a calendar?

Paid & outreach

Is spend buying growth, or buying activity?

Referral & partner pathways

The channel most clinics never actually manage.

How we get to work

1

Diagnose

Map the five streams — what each contributes, how work reaches you, where the leverage actually sits — and a clear verdict on which one or two to act on first.

2

Design

The specific moves to make, named and sequenced, with whoever runs them inside your clinic — plus a simple read for each stream, so you decide from signal, not instinct.

3

Execute

Support as the plan goes live, working with your team, your agency, or a curated partner network. Keel stays strategic; the execution stays yours.

In their words

After working with Keel.

“

A joy to work with. Calm under pressure, meticulous, strategic, data-driven and solution-focused. With Keel running the marketing we passed many milestones — including, on 3 occasions, our highest ever monthly revenue.

Founder

“

A first class practitioner of both the art and science of marketing. Calm in a crisis, creative in his recommendations and boldly experimental in his campaigns to drive value and impact the bottom line.

Commercial Director

“

Matthew leads with compassion and understanding. He’s a genuine person that cares and worked to transform our experience and help us see the bigger picture.

Senior Marketing Executive

The engagements

Two ways to work together, sized to your clinic.

The output is the same — a clear direction and an operating system your team can run. How it’s delivered depends on your size and growth ambitions.

For 1-2 clinics

The Keel Marketing Programme

Minimum 6-months engagement · three phases

An engagement that diagnoses your marketing, designs the system, and supports your team to run it.

A full diagnosis across your five revenue streams
A strategy document and sequenced 180-day plan
Hands-on support as the plan goes live
Advisory once the system is running

For multi-clinics (3+)

The Strategic Marketing Diagnostic

One month enagement · delivered to your clinic leadership

A focused, one-month diagnosis of the whole marketing function, to build on your revenue streams and to be delivered to your owner and leadership team.

A full diagnosis across your five revenue streams
A strategy document and sequenced 90-day plan
Presentation to your leadership team
Implementation-focused follow-up calls

Ongoing advisory

After either engagement, some clinics keep Keel on as a strategic partner — a senior voice to pressure-test decisions, weigh up agency pitches, and navigate bigger moves as they come. Light-touch by design.

Which engagement fits — and how it’s shaped — depends on the size and stage of your clinic. Book your discovery call and start the conversation:

Book a Discovery Call →

About the practice

What good marketing looks like for an OH clinic

Strategic first — every channel decision follows from a strategy, not the other way round.
Accountable and optimisable — every action needs to tell you whether it’s working or not.
Built around your streams — contracted, one-off, walk-in, surveillance, referral — marketing that reflects how the clinic actually earns.
The system to run it — built for your team to run, not left in a slide deck.

The practice is led by Matthew Jakubiec, a marketing leader with over a decade building B2B and healthcare marketing functions. His work inside occupational health — where the buyers are the same employers and contracts your clinic sells to — is where Keel’s focus comes from.

Start here

Find the revenue levers you should be working on.

A 30-minute call to understand the shape of your clinic and where marketing and growth are stuck — ending in a clear recommendation, including whether Keel is the right fit for you.