How Manipal Hospital Boost Traffic & Patient Flow for Cardiac & Diabetic Services Through Digital Transformation

Challenges

Despite the hospital’s strong reputation, digital marketing performance faced several hurdles:

1. Website traffic growth plateaued with no significant month-over-month improvement.
2. Meta Ads campaigns were complex but underperforming, leading to wasted budgets.
3. Extremely high cost per conversion, eating into marketing ROI.
4. Low lead quality, with unqualified inquiries impacting conversion rates and hospital operations.

Solutions Implemented

To address these challenges, a multi-channel, data-driven strategy was deployed:

SEO Revamp

1. Comprehensive keyword research targeting high-intent healthcare search terms (e.g., “Best Cardiologist in [City]”, “Top Diabetes Specialist for Age 40+ Patients”).

2. On-page SEO optimization for cardiac and diabetes service pages.

3. Content creation with patient-centric language and local SEO focus.

4. Content is most strategically designed from a patient education perspective, Informational to engage more than we target them with our social media strategic ads.

Meta Ads Optimization

1. Rebuilt campaigns with refined targeting for men and women aged 40+ in Tier 1 cities.

2. Introduced interest and behavior filters specific to cardiac health, diabetes, and preventive care awareness.

3. Developed new ad creatives with emotional storytelling, real patient success, and strong CTAs driving landing page views.

Google Ads Precision Targeting

1. Shifted to high-converting keyword segments for cardiac and diabetic care.

2. Create responsive search ads and dynamic search ads to filter out search terms and increase ad relevancy with ad quality score.

3. We also plan for a performance max campaign for the retargeting of patients who visit pages but did not take an appointment, and try to connect emotionally.

4. Implemented negative keywords to eliminate irrelevant traffic.

5. Optimized ad copies with urgency, trust-building elements, and clear benefits.

Conversion Rate Optimization (CRO)

1.  Redesigned landing pages with simplified forms, clear trust indicators, and mobile-first design.

2. A/B testing of headlines, CTAs, and form structures to boost form submissions.

3. Added retargeting campaigns to recapture engaged website visitors.

Results Achieved

• Website Traffic: 42% increase in targeted organic and paid traffic for cardiac and diabetic services.
• Keyword Rankings: Top 3 positions achieved for 15+ high-intent keywords in local search results.
• Cost Per Acquisition: Reduced by 38% across Meta Ads and Google Ads campaigns.
• Lead Quality: 60% improvement in qualified inquiries from Tier 1 city patients aged 40+.
• Landing Page Performance: Form submission rates doubled after CRO implementation.

Conclusion

With a focused digital marketing strategy, Manipal Hospitals successfully improved website traffic, reduced lead costs, and attracted more qualified patients for cardiac and diabetic services. This project shows how healthcare brands can drive real results by aligning campaigns with their ideal audience and simplifying their marketing approach.