How long did it take to see results for Speciality Cancer Care?

Initial Google Ads leads came in within the first two weeks of campaign launch. The review programme achieved a 4.8★ Google rating within 90 days. Appointment bookings had doubled (2×) compared to the pre-engagement baseline by month four. Organic SEO continues to compound beyond the initial engagement.

Did Speciality Cancer Care have any existing digital presence before working with you?

No. They had zero digital infrastructure — no website, no Google Business Profile, no online reviews, and no paid search presence. Everything was built from scratch. This is actually an easier starting position in some ways, as there is no legacy content or poor-quality link profile to manage around.

What was the biggest driver of the 2× appointment increase?

The combination of Google Ads capturing high-intent patients (who were already searching for oncology care) and the review programme improving conversion from search visibility to actual bookings. The website gave those patients somewhere credible to land. Each element reinforced the others — traffic, trust, and conversion worked together.

Can you achieve similar results for a practice in a different specialty?

The framework — foundation, traffic, and optimisation — is specialty-agnostic. We have applied it across oncology, cardiology, orthopaedics, dermatology, fertility, and neurology. The specifics (keyword strategy, ad copy, review platforms) are always tailored to the specialty. Contact us for an honest assessment of what results are realistic for your specific market and starting point.

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Oncology6 months engagement

Speciality Cancer Care

From Zero Digital Presence to a Full Patient-Acquisition System

A group of 8 oncologists with no website, no Google presence, and no reviews. We built the entire digital system from scratch — and filled their patient pipeline within 90 days.

Web DevelopmentHealthcare SEOGoogle AdsReputation Management

Speciality Cancer Care — oncology patient care team

2×

Appointment booking increase

60%

Reduction in cost per lead

4.8★

Google rating achieved

0→Full

Patient pipeline built

The Challenge

Speciality Cancer Care approached Heartbeat Marketing with a situation common in specialist medicine: clinical excellence, but zero digital infrastructure. Eight highly qualified oncologists operating across multiple locations had never invested in digital marketing. There was no practice website. No Google Business Profiles. No online reviews. Patients who had been referred were searching online for confirmation — and finding nothing, or worse, finding outdated and incorrect third-party listings. The practice was losing patients at the research stage, before they ever made contact.

The Approach

Phase 1 — Foundation

Weeks 1–6

Built a new practice website: mobile-first, clinically credible, and built for search
Created and fully verified Google Business Profiles for all practice locations
Established Practo and Justdial profiles with complete, optimised information
Implemented local schema markup, structured metadata, and keyword-targeted service pages
Set up appointment enquiry tracking to measure cost-per-lead from day one

Phase 2 — Traffic

Weeks 6–12

Launched Google Ads campaigns targeting high-intent oncology and cancer treatment searches
Deployed location-specific landing pages for each practice site
Initiated a compliant review generation programme with a systematic patient follow-up process
Started paid search with a controlled budget to gather conversion data quickly before scaling

Phase 3 — Optimisation

Months 3–6

Scaled winning ad campaigns and cut spend on underperforming keyword segments
Achieved 4.8★ Google rating across all locations within 90 days of the review programme launch
Built compounding organic traffic through ongoing SEO content production
Reduced cost per booked appointment by 60% through structured campaign iteration

The Results

2×

Appointment booking increase

Measured across all locations, 90-day pre vs. post engagement

60%

Reduction in cost per lead

From baseline Google Ads benchmarks to Month 4 optimised performance

4.8★

Google rating achieved

Across all practice locations within 90 days of the review programme

0→Full

Patient pipeline built

From zero digital presence to a fully operational patient acquisition system

Services Delivered

Web DevelopmentHealthcare SEOGoogle AdsReputation Management

FAQ

Questions About This Case Study

How long did it take to see results for Speciality Cancer Care? Initial Google Ads leads came in within the first two weeks of campaign launch. The review programme achieved a 4.8★ Google rating within 90 days. Appointment bookings had doubled (2×) compared to the pre-engagement baseline by month four. Organic SEO continues to compound beyond the initial engagement.: Initial Google Ads leads came in within the first two weeks of campaign launch. The review programme achieved a 4.8★ Google rating within 90 days. Appointment bookings had doubled (2×) compared to the pre-engagement baseline by month four. Organic SEO continues to compound beyond the initial engagement.
Did Speciality Cancer Care have any existing digital presence before working with you? No. They had zero digital infrastructure — no website, no Google Business Profile, no online reviews, and no paid search presence. Everything was built from scratch. This is actually an easier starting position in some ways, as there is no legacy content or poor-quality link profile to manage around.: No. They had zero digital infrastructure — no website, no Google Business Profile, no online reviews, and no paid search presence. Everything was built from scratch. This is actually an easier starting position in some ways, as there is no legacy content or poor-quality link profile to manage around.
What was the biggest driver of the 2× appointment increase? The combination of Google Ads capturing high-intent patients (who were already searching for oncology care) and the review programme improving conversion from search visibility to actual bookings. The website gave those patients somewhere credible to land. Each element reinforced the others — traffic, trust, and conversion worked together.: The combination of Google Ads capturing high-intent patients (who were already searching for oncology care) and the review programme improving conversion from search visibility to actual bookings. The website gave those patients somewhere credible to land. Each element reinforced the others — traffic, trust, and conversion worked together.
Can you achieve similar results for a practice in a different specialty? The framework — foundation, traffic, and optimisation — is specialty-agnostic. We have applied it across oncology, cardiology, orthopaedics, dermatology, fertility, and neurology. The specifics (keyword strategy, ad copy, review platforms) are always tailored to the specialty. Contact us for an honest assessment of what results are realistic for your specific market and starting point.: The framework — foundation, traffic, and optimisation — is specialty-agnostic. We have applied it across oncology, cardiology, orthopaedics, dermatology, fertility, and neurology. The specifics (keyword strategy, ad copy, review platforms) are always tailored to the specialty. Contact us for an honest assessment of what results are realistic for your specific market and starting point.

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