cases / clinics
case · regional hospital groupclinics
Rebuilding 14 patient booking funnels in 90 days around local SEO and GBP.
- hypothesis
- Local booking loss was driven by Google Business Profile gaps, not ad spend.
- so what
- Rebuilt 14 locations, reshot clinician photos, and shipped structured data.
A 14-location hospital group was losing patient bookings to smaller competitors despite spending 3× on paid search. The team blamed ad fatigue.
An audit found the real cause: Google Business Profiles hadn't been updated in 18 months, clinician photos were 4 years old, and none of the location pages had LocalBusiness schema.
We rebuilt every GBP, reshot clinician portraits, added appointment-booking schema, and migrated location pages to a unified design system. Paid spend was cut 30% during the rebuild.
Within 90 days, direct booking traffic rose 58% and cost per appointment fell 42% — while paid spend was still below the starting baseline.