A leading multispeciality hospital network operating across India partnered with NovaCare Marketing to boost its online visibility and patient acquisition. With increasing digital competition in healthcare, the brand needed to match its reputation for clinical excellence with a dominant online presence – and fast.
About the Client
The client is a leading provider in India’s private healthcare sector, which serves a population of over 1.4 billion and is valued at $130B+. With a network of multispeciality hospitals across major cities, the organisation is known for delivering high-quality, affordable care at scale. Despite its offline dominance and patient trust, the brand was increasingly losing online visibility to health directories, publisher-driven medical content, and aggregator platforms – especially during high-interest periods like awareness campaigns and treatment launches.
The Challenge
Despite being a top player offline, the organisation was underperforming digitally:
Key healthcare services were not ranking well in search
Massive search spikes during awareness campaigns and service launches were going untapped
The website’s content structure and UX needed optimisation to better guide patients and reduce drop-offs
The Strategy
1. Content & Intent Optimisation
Enhanced key treatment and condition pages (e.g. cardiology, oncology, neurology) by aligning with informational and decision-stage queries, improving readability and E-E-A-T signals.
2. Keyword Expansion & Clustering
Mapped and grouped keywords by medical specialities and symptom-based queries to support siloed content architecture and improve topical authority across high-search-volume treatments.
3. Technical SEO Fixes
Resolved duplication in city-specific service URLs, optimised mobile page speed for hospital locator pages, and improved schema markup for medical FAQs and physician listings.
4. Internal Linking & Authority Distribution
Connected flagship pages (e.g. heart surgery, cancer care) to underperforming sub-services using contextual CTAs and breadcrumb improvements to enhance crawl depth and link flow.
The Results
- Better Engagement Higher session durations and lower bounce rates on key pages.
- Keyword Growth Top-3 ranking keywords increased by 260%, with over 9,800 new keywords ranking sitewide.
- Stronger Topical Authority Keyword coverage in core service areas (e.g. cardiology, oncology) grew by 180%, boosting domain relevance.
- Better Engagement Average session duration improved by 34%, and bounce rate dropped by 22% across optimised pages.
- Smarter Navigation Pages-per-session rose by 28%, with internal links driving more users to related treatments.
- More Conversions Organic enquiries increased by 46%, including a notable rise in appointment form submissions.
