CASE STUDY — MARKETING
The Context
The client ran a network of premium diagnostic clinics across 8 cities. Their services ranged from routine health checkups to specialised scans (MRIs, CT Scans, etc.).
Despite strong infrastructure and quality doctors, the clinics were operating at under 60% capacity. Most bookings came from walk-ins, GP referrals, or aggregator platforms — but not from the brand’s own channels.
They approached us to build a local demand engine that would drive direct bookings and reduce dependency on third parties.
The Challenge
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Low Direct Leads: Website traffic was poor, and most leads came from 3rd-party healthcare apps.
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High Cost per Booking: Aggregators were charging 20–30% per booking — eating into margins.
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Lack of Local Targeting: Campaigns weren’t tailored by city or clinic location. Messaging was generic, not geography-specific.
Our Approach
We focused on building hyperlocal visibility and driving direct appointment bookings through paid + organic marketing. Our strategy was centred around intent-first search, local SEO, and CRO (Conversion Rate Optimisation)- driven landing pages.
What We Did
1.
Geo-Targeted Performance Campaigns
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Created separate campaigns for each clinic location using radius-based targeting.
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Focused on high-intent keywords like “MRI scan near me” or “CT scan in Chandigarh”.
2.
Location-Specific Landing Pages
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Tested multiple variations of landing pages with address, service availability, pricing, Google Maps, and Google Reviews.
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Added click-to-call and WhatsApp CTAs for faster conversion.
3.
Local SEO & GMB Optimisation
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Claimed and optimised Google Business Profiles for each clinic.
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Improved NAP (Name, Address and Phone) consistency, uploaded patient photos, responded to reviews, and added FAQs.
4.
Appointment Funnel Optimisation
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Introduced quick-booking forms and calendar integrations.
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Added automated SMS/email confirmations and reminders to reduce no-shows.
5.
Retargeting + Email Follow-Ups
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Ran retargeting campaigns for users who visited but didn’t book.
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Sent follow-up emails to previous patients offering health tips and checkup packages.
Services Provided
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Local SEO & GMB Optimisation
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Google Ads (Search + Retargeting)
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Landing Page Design & Copy
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WhatsApp & Call Integration
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Appointment Funnel Setup
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Email Automation & Retargeting
Results (After 3 Months)
What Worked
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Hyperlocal campaigns drove higher relevance and lower CPL.
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Adding clear, clinic-specific info built trust and improved bookings.
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Retargeting and reminders increased conversions without increasing ad spend.
Key Takeaways (For Us)
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GMB isn’t just hygiene — it’s a core channel for healthcare conversion.
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WhatsApp-first booking flows outperformed traditional lead forms in semi-urban markets.
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Showing location-specific trust elements (photos, reviews, doctor bios) directly impacted booking rates.
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Clinics often invest in equipment, not marketing — and even basic visibility unlocks ROI quickly.
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Automation and drip campaigns have a stronger impact on repeat engagement and loyalty building. The customer gradually becomes an advocate. This is driven by leveraging existing services and testimonials through an automated feedback system.
