How Dyson Road Medical Centre Turned Local Searches Into 836 Skin Check Bookings
Dr Patrick Kanyi has spent years building genuine expertise in skin cancer medicine, diagnosis and surgery at Dyson Road Medical Centre in Christies Beach, South Australia. The clinic didn’t need to get better at medicine it needed more of the community to know that expertise existed.
That’s where HeartBeat Digital came in. Through a combined SEO, Google Ads and website strategy, we helped local residents discover Dyson Road’s skin check services right when they were searching for them generating hundreds of bookings and enquiries along the way.
The Gist, In 30 Seconds
- Goal: grow skin check bookings and local awareness in Christies Beach
- Approach: Google Ads, SEO and website improvements working as one strategy
- Result: 836 total booking opportunities (577 bookings + 259 phone enquiries)
- Bonus: stronger local search visibility and more residents discovering services close to home
The Challenge: Known For Quality Care, Not Known Enough
Dyson Road Medical Centre is a mixed GP and skin cancer clinic. The quality of care was never in question Dr Patrick had already built strong clinical expertise in skin cancer diagnosis and treatment. What the clinic lacked was reach: as a relatively new skin cancer service, too few local residents knew it existed.
“Skin cancer awareness and prevention have always been important to us,” says Dr Patrick. “We wanted more people in the community to know these services were available locally, and to feel confident booking a skin check when they needed one.”
The Approach: Make The Clinic Easy To Find, Right When People Are Searching
HeartBeat Digital built a strategy combining Google Ads, SEO, website content and ongoing patient communications each one doing a different job, but working toward the same goal.
We rebuilt and expanded the clinic’s skin cancer content, improved its visibility for local search terms, and launched Google Ads campaigns targeting people actively searching for skin checks and skin cancer services nearby.
Capturing people ready to act
HeartBeat Digital Google Ads Specialist Ian Morrison led the paid search strategy:
“People searching for a skin check are often looking to take action relatively quickly. Our focus was reaching those people at the right time, while ensuring the campaign remained highly targeted and relevant.”
Building visibility for the long term
HeartBeat Digital SEO Specialist Alan Hall focused on organic search:
“We wanted Dyson Road Medical Centre appearing when people searched for skin checks, mole checks and skin cancer services in the surrounding area. Over time, those improvements helped the clinic appear for a broader range of local searches and made it easier for patients to discover the services available.”
Quick Fact: Google Ads and SEO work best together. Google Ads captures demand today; SEO builds visibility that compounds over the long term.
Keeping the clinic front of mind
Alongside SEO and Google Ads, the HeartBeat Digital team expanded the clinic’s website content, ran a regular social media presence, and produced email newsletters with health insights, clinic updates and appointment reminders keeping skin cancer awareness on patients’ minds between visits.
Newsletter examples:
– February 2026 edition
– May 2026 edition
Note for Lachlan: the “What to Expect at Your Skin Check Appointment” graphic and the “Skin Check Services” flyer in the original draft both look like website/newsletter assets rather than social tiles they’re more detailed and instructional than a typical social post. Worth swapping one of these in for the newsletter section above (with a caption like “Patient education graphic from the clinic’s email newsletter”), and confirming with the design team which assets were actually used where before this goes live. Right now the text says “social media creatives like these” but the example doesn’t clearly match.
The Results
Over several months of the campaign:
- 577 skin check bookings
- 259 phone enquiries
- 836 total booking opportunities
- Strong growth in local search visibility
- The clinic's dedicated skin cancer pages became some of its best-performing website content
- Greater awareness of skin cancer services across Christies Beach and the surrounding suburbs
Quick Fact: Searches like "skin check near me" or "skin cancer clinic" are some of the highest-intent searches in healthcare people typing those words are usually ready to book.
What This Meant For The Clinic
Dyson Road Medical Centre strengthened its position as a local destination for skin checks, helping more residents access specialised skin cancer services without travelling outside their community.
“One thing we really noticed was the increase in enquiries from people who had found us online,” says Dr Patrick. “We were seeing more people booking skin checks and becoming aware of services they may not have known we offered before.”
For HeartBeat Digital Founder Lachlan McPherson, the result was as much about partnership as it was about marketing:
“Dr Patrick already had the expertise and a genuine commitment to preventative healthcare. Our role was helping more people become aware of those services and making it easier for them to find the clinic online.”
Looking Ahead
“The foundations are now in place,” says Lachlan. “We’ll continue refining the strategy, supporting awareness initiatives, and helping Dyson Road Medical Centre connect with more people looking for preventative skin cancer care.”
Looking For Similar Results?
Whether you’re promoting skin checks, women’s health, allied health or general practice services, HeartBeat Digital can help connect your services with people actively searching for care.
If your clinic wants to increase awareness of a key service, strengthen its digital presence, or generate more bookings, we’d love to hear your story.