A Harley Street health brand, built from zero and live in 9 weeks.
CheckPoint Health Assessments came to market with no domain, no content and no search history, into a category held by national names. Pulse Digital Health took it from agreed brand direction to a live, indexed site in 9 weeks. The finished brand identity arrived with 13 days to go, and the launch date could not move.
What We Did
01 . Client overview
The client
CheckPoint Health Assessments is a preventive health assessment brand operating from 17 Harley Street in London, inside the UME Health family. It offers three assessment packages alongside a fully customised option, each built around MRI imaging, blood testing and a results consultation with a consultant.
It was created to sit below UME Health’s established Lumen assessment: consultant-led work at a more accessible price, aimed at a different client rather than the same one. Pulse Digital Health was brought in for the whole build, from brand integration through to the site that had to carry that positioning.
There was no website, no domain history, no rankings and no content. The brand identity was still with an external branding agency. A national press feature had already been scheduled.
Sector
Private preventive health assessment, central London. A regulated category where every claim on the page has to be substantiated before it ships, and where a new name carries no credit with buyers.
Starting position
A new domain with no history, no rankings, no content and no brand recognition. Nothing was migrated. Every page, image and line of copy on the site had to be made.
Remit
Zero to launch. Brand integration, website design, WordPress and Elementor development, all site copy and launch articles, SEO and AI visibility foundations, enquiry capture, hosting, security and the ongoing maintenance cycle.
02 . The challenge
The challenge
None of the difficulty here was technical. It was a fixed date, an identity that arrived last, a category held by bigger names, and a set of claims that all had to survive scrutiny before anything could go live.
A launch date that could not move
National press coverage of the brand was already booked. The site had to be live, finished and convincing before the article ran, which removed the usual option of shipping light and tidying up afterwards.
The brand identity arrived last
The brand book came from an external branding agency 13 days before launch. Design could not wait for it, so the work had to be built to absorb a new identity late without starting again.
A category held by national names
Private health checks in the UK are bought from businesses with decades of recognition behind them. A new domain has none of that, so credibility had to be built on the page itself rather than assumed.
Accessible pricing reads as lower quality
In healthcare, a lower price invites a question about the clinical standard behind it. The copy had to carry named consultants and real diagnostics alongside the price, or the positioning would have worked against the brand.
45 pages was not shippable at this quality
The original scope ran to around 45 pages. Building all of them properly inside the window was not possible, so one of three things had to give: scope, quality or the date.
Every claim needed a source
Preventive screening sits under ASA and CAP rules, and it is a category where overpromising on early detection is easy. Marker counts, review figures, turnaround times and outcome language all had to be traced to a source before they could ship.
03 . Our strategy
Our strategy
The work was sequenced around the one fixed point in the project, which was the launch date. Everything else was designed either to be finishable inside the window, or to be finished later on purpose.
01
We designed so a late identity could be dropped in, not retrofitted — The brand book arrived 13 days before launch. The Figma work had deliberately been built as a system of components rather than a set of finished pages, so the new identity was merged in days instead of weeks. Stock clinical imagery, the skeletons and scrubs that make every health site look the same, was replaced with lifestyle photography to move the brand away from a clinical register, and the icon set, brand motif and social cover assets were produced alongside it. A second designer was brought on to protect the date rather than the budget.
02
We built it so the client can run it without us — The design was built out in WordPress and Elementor from Figma, staged on Cloudflare Pages for client review, with the named consultant team page and the legal pages in place at launch rather than added later. Enquiries were wired into UME Health’s Salesforce Marketing Cloud using form ID tagging and page-targeted scripts, so the origin of every enquiry is recorded rather than guessed at. Notification deliverability was tested before go live, not discovered afterwards by a lead that never arrived.
03
We wrote the whole site inside a 7 day content window, and used it to answer the price question — Homepage, packages, team profiles and the supporting pages were written in one week, with 3 launch articles produced alongside them: why the top assessment tier exists when the lower two are already strong, liver health and FibroScan, and a plain-English explainer on whole-body MRI. The copy answers the accessible-price objection head on, by naming the consultants and their specialties, saying who reads each scan and where they work, and being explicit about what the assessment does not cover. The articles were filed under a small, deliberate tag structure so the blog could grow without becoming an unstructured archive.
04
We cut the launch site from 45 pages to 13 — Shipping around 45 pages inside the window would have meant thin pages on a brand whose entire proposition is care taken. The set was cut to the 13 pages that carry the proposition and convert, with the remainder held as a phased roadmap for after launch. That was an editorial decision taken early and agreed with the client, not a shortfall discovered late.
05
We built the SEO and AI visibility in at launch instead of adding it later — Meta titles and descriptions were written site wide against the CheckPoint Health Assessments brand line, the URL structure was set once rather than migrated after the fact, and every image on the site carried four fields of metadata: alt text, title, caption and description. An llms.txt file was published on day one, so AI assistants could read and cite the brand from the moment it existed rather than months into an indexing catch-up.
05
We checked every claim against a source before it shipped — Preventive screening copy is advertising, and it sits under ASA and CAP rules. Marker counts, review figures, turnaround times and outcome language were each traced back to the client’s own clinical documents, and anything that could not be substantiated was removed rather than softened into a vaguer version of the same claim. Items that needed a clinical or commercial decision were escalated to the client for sign-off instead of being quietly written around.
04 . The results
The result
The site started with no domain history, no rankings and no content to build on. This was a build, so the measure is what shipped, and the window it shipped in.
The results
The build, measured in days
Three windows on the same scale. The finished brand identity was in hand for the last 13 days of a 63 day build.
