Client Success: A New General Practice
The client in this success story requested to remain anonymous, and as such, we have respected their wish. Throughout this content, we’ll be referring to the client as “Coastal Medical”.
A Healthy Start with Digital Marketing Expertise
Coastal Medical, a new and modern GP clinic nestled in the heart of the Bayside area, Melbourne, opened its doors in early 2024.
Offering professional, comprehensive, and caring healthcare, the practice aimed to quickly establish itself in the competitive landscape.
It was the old cliché: New business, many competitors, a lot of investment.
To achieve this, they turned to HeartBeat Digital for a full toolbox of digital marketing services, including SEO, Google Ads, social media management, website maintenance, and Facebook Ads.
Coastal Medical’s Practice Manager, recalls early discussions with HeartBeat Digital’s Owner & Founder, Lachlan McPherson:
“We knew digital marketing was essential, but we didn’t know where to start.
“Lachlan and his team immediately understood our goals and the challenges we faced as a new practice with minimal patient base.
“Their expertise gave us the confidence we needed to move forward.”
The Challenge
“BTW “Very quickly” means just that online, a 2024 survey found that people are willing to wait… 7 to 10 seconds: 38%”
Starting from scratch is no small feat, especially in the healthcare sector, where trust and visibility are worth their weight in gold.
Coastal Medical faced three key challenges:
- Minimal online presence, with no established website or social media footprint.
- Lack of community awareness about the new practice.
- A need to build patient trust and credibility quickly to drive bookings.
As Digital Marketing Leads, Mick Carney explains;
“Building trust and visibility for a brand-new medical practice is a unique challenge. You’re not just competing for attention; you’re creating a foundation for long-term patient relationships.”
He continues, “So, this means very quickly answering questions like, ‘Why should I trust you?’, and ‘Can I put my health in your hands?’
“Those answers have to go along with simple booking options, clean looks and other aesthetics needed to stand out.”
BTW: “Very quickly” means just that online, a 2024 survey found that people are willing to wait online:
- Less than 3 seconds: 4%
- 3 to 6 seconds: 29%
- 7 to 10 seconds: 38%
- More than 11 seconds: 24%
So you don’t have long.
The Strategy
As per with all clients, HeartBeat Digital crafted a tailored, scalable strategy to address these challenges and position Coastal Medical as a trusted healthcare provider in the Bayside area.
This plan included:
SEO: Building a robust keyword strategy to capture local search traffic and ensure the practice ranked highly for essential services like “GP coastal area” and “skin checks Bayside.”
Learn more about why SEO matters here.
Google Ads: Ian Morrison designed campaigns to complement SEO efforts and deliver quick and scalable wins, focusing on appointment bookings and brand awareness.
🎬 Watch: The Lucrative World of Google Ads Explained:
Social Media Management: Benedicta Genoveva developed engaging, localised content to foster community connection and drive organic traffic.
Facebook Ads: Ian and Benedicta launched targeted campaigns to promote specific services, such as skin checks and seasonal health initiatives.
🎬 Watch: Mick and Benedicta explain Social Media For Your Business
Website Development: Mick Carney and Jerome Honrado built a modern, user-friendly website designed to convert visitors into patients, incorporating analytics for tracking performance.
The Journey
“The team was incredible. They kept us informed every step of the way…”
The partnership began with an in-depth analysis of local demographics and Coastal Medical’s unique goals.
This meant a series of ‘getting to know and discover you’ sessions, where being on the same page together is the main goal.
With these insights, HeartBeat Digital developed a comprehensive digital presence from the ground up.
Coastal Medical’s Practice Manager recalls the collaboration fondly:
“The team was incredible. They kept us informed every step of the way, and their attention to detail made us feel confident we were in good hands.”
As the website went live and campaigns launched, results came in quickly.
Ian’s Google Ads campaigns achieved an impressive 18% conversion rate within the first five months, while Benedicta’s social media posts garnered significant engagement, building a sense of community around the practice.
More Results
SEO:
- 319 conversion events in the first month
- 765 conversion events in the second month
- Over ten high-volume keywords in the top three Google rankings within one month
- Over 25,000 search impressions in the first nine months
Google Ads:
- 22.2K impressions and 2.34K interactions over five months
- 417 total conversions, including 182 phone calls and 170 online bookings
- $2.91 CPC, outperforming the industry benchmark
Overall:
- 16.5% increase in appointments booked from Q1 to Q2
Coastal Medical’s Practice Manager shares her excitement:
“We were please and relieved to see growth so quickly. The team at HeartBeat Digital not only met but exceeded our expectations.”
More Results
“I’d especially like to highlight what I see as one of the golden threads… ensuring we’re on the same page kicking goals together…”
Today, Coastal Medical is thriving, ranking in the top three positions for critical keywords and enjoying a steady flow of new patients.
The doctors have built strong connections within the community, and the practice is on track to become a respected and ”go-to” healthcare provider in the area.
Lachlan reflects on the journey:
“This is what digital marketing is all about—helping businesses grow by connecting them with the people who need their services.
“Seeing Coastal Medical flourish is incredibly rewarding.
“I’d especially like to highlight what I see as one of the golden threads of all digital marketing success stories, and that is ensuring we’re on the same page kicking goals together, the client and our team.”
The success story doesn’t end here. With continued SEO optimisation and targeted advertising, the practice is poised for even greater achievements.
As Coastal Medical’s Practice Manager aptly puts it;
“We’re just getting started, and we couldn’t have done it without HeartBeat Digital.”
Are you ready to achieve your goals? Let HeartBeat Digital guide you to success. Contact us today to explore the possibilities for your business.