Transforming Digital Advertising into High-Intent Patient Growth

MedCentres existing automated advertising prioritised reach over relevance. Campaigns had limited control over the searches generating traffic, frequently captured existing brand demand and directed most visitors to the homepage rather than content aligned with their needs.

MedCentres required a more focused strategy that could support priority areas, reduce wasted spend and provide greater visibility over meaningful enquiries and appointment intent.

The challenge extended beyond advertising. Even when the right audience reached the website, the general landing experience created unnecessary friction between their search and the information they needed.

Conversion tracking also required restructuring to distinguish valuable patient actions from general website activity and provide a more reliable basis for ongoing optimisation.

Koben Digital replaced the broad approach with tightly structured Search campaigns built around high-intent patient searches. Advertising messages, targeting and landing destinations were aligned to the needs expressed in each search.

The solution included:

• Intent-led targeting: Focused on valuable searches while excluding irrelevant and brand traffic.
• Dedicated landing pages: Matched each ad with relevant content and clear appointment pathways.
• Conversion tracking: Measured meaningful appointment intent.
• Supporting SEO: Strengthened organic visibility alongside paid acquisition.
• Ongoing optimisation: Continually refined targeting, messaging and landing-page performance.

The new strategy achieved a 12.2% click-through rate, demonstrating strong alignment between audience intent and campaign messaging.

Compared with traffic previously directed to the homepage, the dedicated landing pages increased engagement by 61%, extended average session duration by 81% and reduced bounce rate by 46%.

Supporting SEO also contributed to a 21% year-on-year increase in organic Google sessions, creating a more balanced and sustainable digital acquisition strategy for MedCentres.