Rebranding and launching a private clinic

About the project

A full rebrand for a private medical clinic and building its online presence from nothing. The focus was patients aged 30 to 55.

The challenge

A dated brand, no online presence and strong competition from chain clinics. Almost every patient arrived by word of mouth.

What we did

Built a new visual identity, a site with online booking, local SEO and paid social aimed at people living in the district.

What worked

Online booking. Before it, the only way to reach a doctor was to call during working hours, and half of all enquiries arrived in the evening or at weekends when reception was closed. The booking form captured exactly those enquiries, which had simply been lost.

What went wrong

We launched local SEO at the same time as the ads, and for three months nobody could say where patients came from. Both channels were growing and there was no way to separate their contribution: end-to-end analytics only went in during the fourth month.

What we should have done

Put analytics in before the first dollar of ad spend. Without it, any report is a guess, and budget decisions are made blind.

What a proper plan does to the economics

12 enquiries at $80 is $960 and 12 bookings. 68 enquiries at $41 is $2,788 and 68 bookings. Spend tripled, patient flow grew 5.7 times.

This is the largest gain among our cases, and the reason is plain: the clinic started from almost nothing online, and growing from nothing is always easier than growing from an established position. The percentages are not even the important part. The clinic stopped depending on referrals, which have neither volume nor control.