The Challenge
Rungta Hospital had strong clinical reputation but near-zero digital presence. For searches like 'hospital near me', 'best cardiologist [city]', and 'orthopaedic surgeon near me' — the most common patient discovery queries — the hospital did not appear in the local pack or on page 1 of organic results. The Google My Business profile was incomplete, had 12 reviews (all unanswered), and had not been posted to in over 8 months. Google Ads campaigns were running on generic health keywords with no localisation and no call extension — spending budget on traffic that converted poorly.
The Solution
Business description rewritten with 40+ specialty keywords. All 22 services listed with descriptions. 300+ photos uploaded across departments, facilities, and team. NAP standardised across Justdial, Sulekha, IndiaMart, and 45 other directories. Q&A section seeded with 20 common patient questions and medically accurate answers.
Structured review ask process deployed — triggered post-discharge via WhatsApp with a one-tap link. Review velocity went from 1–2 reviews/month to 18–22 reviews/month. All reviews responded to within 24 hours. Rating improved from 3.8 to 4.6 within 90 days.
Campaigns rebuilt around specialty + location intent: 'cardiologist in [city]', 'knee replacement surgery [city]', 'best paediatrician near me'. Call extensions added — 68% of conversions in healthcare come via phone call, not form submission. Mobile bids increased 40% to capture high-intent mobile searches.
Individual landing pages built for each of the hospital's 12 specialties — optimised for '[specialty] hospital [city]' queries. Local schema markup (LocalBusiness, MedicalClinic, Physician) added. All pages linked from GMB profile.
Results
The combination of structural changes, AI-driven optimisation via Adtrafix OS, and weekly cadence produced measurable improvement starting in week 3, compounding through month 3:
Adtrafix OS tracked GMB insights (direction requests, calls, website clicks) alongside Google Ads and organic rankings — giving a unified patient acquisition view across all channels.
Patients are now finding us when they search — something that never happened before. The GMB work alone changed our walk-in numbers significantly.
— Administrative Director, Rungta HospitalHealthcare Digital Marketing: A Different Set of Rules
Healthcare performance marketing operates under stricter constraints than most categories. Google and Meta both apply additional scrutiny to healthcare advertising — limiting audience targeting options, restricting certain health-related keywords, and applying higher quality thresholds for ad approval. Many performance agencies apply standard e-commerce or lead generation playbooks to healthcare clients and produce poor results. Adtrafix's healthcare approach is built around these constraints from the start.
The GMB Local Pack Priority
For a hospital, the Google My Business local pack is worth more than a page-one organic ranking. When someone searches "hospital near me" or "best cardiologist Raipur", the three local pack results appear above all organic results, with a map, star rating, hours, phone number, and directions click directly accessible. This is the highest-intent placement available in local healthcare search — and it is entirely controlled by GMB quality signals.
Rungta Hospital's pre-engagement GMB profile had a completeness score of 34% by our audit. Business description was generic (73 words, no specialty keywords), services section was empty, photos were limited to 6 exterior shots uploaded 3 years ago, and the Q&A section was empty. The gap between this profile and the competitor profiles ranking in positions 1 and 2 in the local pack was structural — not algorithmic.
The Review Generation System: Ethics and Scale
Review generation in healthcare requires particular care. Google's policies prohibit incentivising reviews, and healthcare providers have an additional ethical obligation to avoid any process that could feel coercive to patients. Our review generation system for Rungta Hospital was designed around a single principle: make it easy for genuinely satisfied patients to leave a review, never create pressure for any patient to do so.
The system triggered a WhatsApp message to patients 24 hours post-discharge — a window when satisfaction is typically high and the experience is recent. The message acknowledged their visit, asked a single yes/no satisfaction question, and for those who responded positively, provided a one-tap link to the Google review page. No negative responders were followed up for reviews. The conversion rate from message to review was 31% — generating 18–22 new reviews per month consistently. Rating improved from 3.8 to 4.6 within 90 days.
Healthcare-Specific Google Ads: Call Conversion Optimisation
A critical insight specific to healthcare: 68% of healthcare conversions come via phone call, not form submission. Most performance marketers configure form submissions as their primary conversion event and miss the majority of actual patient acquisition. For Rungta Hospital, we configured three conversion events: phone calls from ads (primary), phone calls from the website (secondary), and appointment form submissions (tertiary). Call extensions were added to every campaign with prominent phone numbers. Mobile bids were increased 40% above desktop — healthcare searches heavily skew to mobile, particularly for urgent and emergency queries. The result was a 3.2× increase in call volume from Google Ads alone, alongside a 58% increase in total OPD bookings across all channels within 90 days.
Key Takeaway
This case demonstrates what changes when AI is embedded into the operating model rather than used as an occasional tool. The results compound weekly — each optimisation feeds the next — rather than spiking once and stabilising. Adtrafix OS running behind every decision is what separates a one-month win from a structural improvement.
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