CASE · PRIVATE HEALTHCARE
Private healthcare: the reset that made marketing measurable
Memorise took over SEO and advertising for a specialist clinic in private healthcare and grew organic traffic by 790 percent in twelve months. The clinic was losing money every month despite an active agency with green reports. We cleared the foundation, rebuilt the strategy and made every channel measurable against actual bookings rather than clicks.
Client: Specialist clinic in private healthcare · Timeframe: 12 months
- Industry
- Private healthcare
- Revenue
- Under SEK 50 million
- Market
- Sweden
- Engagement
- Took over SEO, advertising and tracking
+790%
organic traffic in twelve months
Spårbar
pipeline: every channel measured against bookings
The starting point
The clinic had ambitious growth targets and an external agency delivering polished monthly reports: rising engagement, growing reach, green bars and upward arrows. On the surface everything looked fine.
When we ran our own analysis the picture was different. The clinic was losing tens of thousands of kronor a month. Not because the marketing was idle, but because it was fundamentally pointed in the wrong direction. Activity had been mistaken for effect.
Almost the entire ad budget went to a single feed, no new campaign had been created in over two months, and conversions and bookings weren't tracked at all. There was no way to tell which traffic led to a patient. The clinic was flying blind.
What we did
Instead of building on a broken foundation, we started over. We tied the work to the business in the right order: measurability first, then the right channel for the right purchase intent, then an organic foundation that holds over time.
Measurability first
We implemented conversion tracking so every channel could be evaluated against actual bookings, not clicks and impressions. Without that data you can't make the right decisions.
Budget toward purchase intent
We shifted the weight toward search advertising, where purchase intent is high and the patient already knows what they're looking for, balanced against a restructured social feed with clear segmentation.
Google Ads from the ground up
The search account, which had effectively stood still, was rebuilt with campaigns matched to patient behaviour and ongoing optimisation toward bookings.
Organic foundation with E-E-A-T
We fixed the technical SEO foundation, restructured the content and wrote new material with credibility and experience in focus, optimised for both classic search and AI answers.
Retargeting that catches up
Visitors who didn't book on first contact were nurtured with segmented flows, so the interest didn't drain away.
Disciplines in the assignment
Read more about the method
The outcome
Organic visibility, which was very weak when we took over, grew steadily and measurably quarter by quarter. Rankings on commercially important keywords improved clearly, and organic traffic grew by 790 percent over twelve months.
The search account was activated and built from scratch with clear budget control. The social feed was restructured with segmented audiences and retargeting, giving a more predictable and cost-effective pipeline.
Most important of all: for the first time the clinic could see which channels drove bookings, and make decisions on real data instead of green bars that said nothing about reality.
Learnings
- Activity is not impact. An agency can be full of activity and still cost you money every month.Read more: Green report, red business: when marketing doesn't deliver results
- Measurability isn't a detail, it's the foundation. Without tracking against bookings, decisions are made in the dark.
- The right channel follows purchase intent. For expensive, considered purchases, search advertising often drives more bookings than the social feed.Read more: Google Ads when the purchase is expensive
- Organic visibility is built from the ground up and lasts, but only on a technical foundation that works.
Involved in the assignment
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