links & coverage from DR 50+ sites
increase in referring domains
increase in keywords in positions 1-3
About the Elithair Digital PR case study
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About the client and the brief
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What we delivered
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The results
Elithair is the largest hair transplantation clinic in the world, based in Istanbul, and has successfully treated over 150,000 patients so far. Led by Founder Serdar Öztürk and Co-Founder Dr. Abdulaziz Balwi, the clinic offers leading, innovative procedures in the field of modern hair treatments.
Developing our partnership in 2025, Elithair worked with Distinctly as organic growth partners, using digital PR tactics to improve its brand visibility and rankings within the UK market.
Using both a ‘proactive’ and ‘reactive’ PR strategy, Distinctly helped Elithair gain relevant, high-quality media coverage and links in the UK market, capitalising on Elithair’s medical expertise and authority in the hair loss space.
The objective was to drive high authority links and coverage from national news and sector-specific outlets to the Elithair site to increase the clinic’s presence in the UK market and promote its medical reputation.
Authority, credibility and trust are crucial in the health industry. With this at the centre of our strategy, Distinctly developed digital PR campaigns, reactive PR and thought-leadership focused on promoting Elithair’s medical expertise and insights. Embedded with a keyword-optimised link-building approach, Distinctly focused on securing coverage that mattered and, in turn, improved Elithair’s organic standing.
We developed health-sector-focused pitches and thought leadership positioned and authored by Dr Balwi to gain cut-through in niche health-sector press and also provide expert-led, trusted advice for consumer press and UK nationals. This included leveraging unique data reports, analysing industry updates and offering expert comments on relevant medical topics.
Distinctly conducted an ‘outreachable content audit’ that analysed Elithair’s existing content to determine its suitability for the UK press, to add value and further insights to an existing story, for both sector press and consumer lifestyle stories.
To support wider brand growth, we also targeted national and lifestyle titles, engaging with the topics of hair loss, hair health and appearance. Utilising trend data, expert commentary and case studies, Distinctly found opportunities for relevant links and coverage across health, lifestyle, men’s interest, nationals, celebrity and entertainment writers, beauty and real-life journalists.
This combined approach helped us secure a diverse set of backlinks and ensured Elithair capitalised on relevant media opportunities, with their expertise at the forefront. This ‘relevance-focused’ approach supported the brand’s overall EEAT and helped drive the right keyword rankings and visibility in both the traditional SERPs and in AI visibility.
We delivered high-value, relevant placements with 84% of our links and coverage secured in 2025, from DR50+ sites and 66% from DR70+ sites, including 27 DR 90+ features. These results ranged from national news outlets such as The Daily Mail, The Telegraph and The Express, to male lifestyle features like Men’s Health and Men’s Fashion Magazine.
These link placements lead to a DR increase of +5 and a YoY referring domain increase of 47% – in turn, supporting organic growth for Elithair, as we saw a YoY 42% increase in keywords ranking in positions 1-3.
2025 was a year of change for organic rankings, with AI changing the search landscape and markets becoming increasingly competitive. However, with a brand-focused PR strategy, Elithair maintained strong ground in the UK. For example, in the UK SERPs, Elithair led against its competitors for brand organic traffic and demonstrated a much stronger share of voice in the UK for non-brand search terms
By aligning our PR strategy with AI visibility optimisation, we also saw brand AI mentions and citations for primary keywords, including “best hair transplant clinics Turkey”.
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