HealthVue Clinic operates 3 specialty departments (orthopedics, cardiology, general practice) across one location. Despite having a competent team, their marketing was fragmented:
Revenue gap: Estimated ~$120K/year in missed revenue (based on the current capacity gap × average revenue per patient/visit)
(Weeks 1–2)
✓ Competitive analysis of 7 local healthcare competitors (messaging, channels, positioning)
✓ Patient journey mapping (how patients find, evaluate, and choose clinics)
✓ Website UX audit (identified 12 conversion barriers)
✓ Current digital presence assessment
✓ Brand positioning and messaging strategy
✓ 12-month marketing calendar and initiatives
✓ Channel mix recommendation (budget allocation)
✓ Success metrics and monthly targets
✓ Team structure and resource requirements
(Months 1–3)
✓ Complete website UX overhaul (improved site speed 40%, reduced bounce rate)
✓ On-page SEO optimization (meta tags, headers, schema markup)
✓ Created 15 specialty-focused landing pages (orthopedics, cardiology, preventive care)
✓ Implemented lead capture forms with automated confirmations
✓ Audited existing accounts; rebranded and restructured
✓ Created comprehensive content calendar (20 posts/month across platforms)
✓ Content pillars: patient education, doctor spotlights, health tips, community engagement
✓ Launched Instagram Reels (procedure explainers, wellness tips)
✓ Google Ads setup (search + display + YouTube)
✓ Search campaigns targeting: "cardiologist near me", "orthopedic surgeon", "general practice"
✓ Display: retargeting website visitors
✓ YouTube: patient education and testimonial videos
✓ Awareness campaigns (targeting local demographics, health-conscious audiences)
✓ Lead generation campaigns (with landing page integration)
✓ Retargeting website visitors and email list
(Months 3–9)
✓ Google Ads (Search): $2,800/month (highest ROI) → increased to $4,200/month
✓ Meta campaigns: $1,500/month → optimized to $2,000/month
✓ Display: $800/month → reduced to $400/month (lower quality leads)
✓ A/B tested 15 different ad creatives (messaging, visuals, CTAs)
✓ Found that patient testimonial videos had 3.2x higher click-through rate
✓ Testing revealed “free consultation” CTA outperformed “book now” by 2.1x
✓ Specialty-specific messaging (not generic) drove 45% more qualified leads
✓ Doctor introduction videos (5 videos, 2–3 min each)
✓ Procedure explainer series (orthopedic surgery, cardiac testing, etc.)
✓ Patient success stories (3 detailed testimonials)
✓ Health education content (preventive care, wellness tips)
✓ Short-form content for social (30–60 sec Reels and Stories)
✓ Achieved top 3 rankings for 35+ keywords (“cardiologist in [city]”, “best orthopedic surgeon”, etc.)
✓ Organic traffic growing 15–20% month-over-month
✓ Achieved 0 impressions → high-visibility presence in local search
(Months 9–12)
| Metric | Baseline | Month 12 | Change |
|---|---|---|---|
| Monthly Inquiries | 40 | 145 | +262% |
| Inquiry-to-Appointment Rate | 55% | 68% | +13 pts |
| Monthly Appointments from Marketing | 22 | 98 | +345% |
| Metric | Baseline | Month 12 | Improvement |
|---|---|---|---|
| Cost per Inquiry | $ 4,200 | $ 2,100 | -50% |
| Cost per Patient | $ 7,600 | $ 3,100 | -59% |
| Marketing ROI | 1.2:1 | 2.8:1 | +133% |
| Metric | Baseline | Month 12 | Growth |
|---|---|---|---|
| Website Traffic | 800/mo | 2400/mo | +200% |
| Organic Search Traffic | 240/mo | 1200/mo | +400% |
| Organic Keywords Ranking | 5 | 52 | +940% |
| Social Followers | 1200 | 5200 | +333% |
| Social Engagement Rate | 1.2% | 4.2% | +250% |
| Metric | Baseline | Month 12 | Impact |
|---|---|---|---|
| Monthly Revenue (Patient Services) | ~$180K | ~$252K | +40% |
| Annualized Revenue Lift | - | - | +$864K |
| Estimated 2-Year Revenue | - | - | +$1.7M |
| Channel | ROAS | CPC | Conversion Rate |
|---|---|---|---|
| Google Search | 3.1x | $ 85 | 4.2% |
| 2.5x | $ 45 | 2.8% | |
| 2.3x | $ 52 | 2.1% | |
| YouTube | 2.0x | $ 62 | 1.9% |
