How Zceppa Leveraged Local SEO to Grow Inbound Leads by 25%
Multispeciality hospital providing world-class healthcare services through 11 hospitals across Tamil Nadu, including 6 in Chennai, 1 in Pondicherry, and 4 in other locations.
Key Metrics
3.1K Keywords
Doctor profiles ranked for 3170 new keywords
25% growth
In hyperlocal search discovery
75+
New patients acquired in the 1st month
Cost per Lead < Rs. 40
Delivering 100X ROI
> Rs 3 Lakhs +
Incremental monthly revenue realized
Background
In today’s digital age, smartphones have transformed how patients navigate their healthcare journey. Search, more specifically ‘hyperlocal search’ – search in a specific area or location – drives discovery. Consumers doing such searches have an immediate need and are high on intent – making them high potential inbound leads for hospitals.
2/3 of Healthcare searches
Are location-specific or hyperlocal in nature
89% of Healthcare searches
Start on Google
> 50% of Hyperlocal Healthcare searches
Are for doctors/specialty/condition
76% of consumers doing such searches
Take action within 24 hours – call, message, or
schedule an appointment
Challenges – Missing Doctor Profiles on Google My Business
- The hospital had more than 25+ specialists across specialties.
- However, none of them had any direct presence on Google through a practitioner Google Business Profile (GBP).
- This affected organic discovery and top-of-search position and ranking in Google Local Pack for relevant specialty or condition-specific hyperlocal searches.
- The hospital was losing high-potential inbound leads and patients to competition, resulting in significant revenue loss.
Solution – Listing Management & Practitioner Listings on Google
Zceppa products helped the hospital increase inbound leads, patient enquiries, and walk-ins from hyperlocal specialty/doctor searches.
- Zceppa helped create and manage 6 doctor profiles across 5 specialties on Google.
- Ranking in Google Local Pack for these profiles was tracked and optimized for local SEO by the hospital through keyword analytics and search insights.
- Rank and competition tracking enabled them to prioritize and address top drivers of Local Pack ranking, such as reviews and localized content.
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