AAnkush Bag Playbook  · hospitals & clinics
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Healthcare growth playbook

Patients search. Families decide.

Healthcare marketing is usually judged on calls, the cheapest part of the journey. The money is in procedures, which the family decides on weeks later, and most enquiries quietly die at the call centre. Here's how I build the system around the procedure, not the call.

Reply in 1 working dayTalk about my hospital
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6 stagesRead the playbook
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+55%organic traffic for Max, Kauvery, Sakra and EY
+30%more leads across those accounts
+20%agency client retention
30+brands and businesses worked on
Where healthcare leaks

Enquiries are up. Procedures aren't.

The patient searches, the family decides, and your marketing usually talks to only one of them. These are the leaks I see most.

☎01Enquiries die at the call centre

Calls go unanswered, callbacks come late, and nobody records what happened to each enquiry.

₹02Judged on the cheapest number

Ads are measured on calls and leads, not on OPD visits and procedures, where the revenue is.

◎03Ads talk to the patient only

The family pays and decides, weeks later, and nothing is written for them.

⌕04Hard to find locally

Outdated profiles, missing doctor pages and no answers on cost or recovery.

★05Reviews left to chance

Happy patients are never asked, and one bad review sits unanswered at the top.

§06Compliance as an afterthought

Ads written first and checked later, so good campaigns get pulled or never run.

Leak simulation

Where 100 enquiries go

Enquiries in100same budget
Lost on the way94leaking at every stagedown from 94
Procedures6of every 100 enquiries3x, up from 6
Open leaks5stages losing buyersafter the fix
  1. Enquiries in
    100TrackedTracked
  2. AnsweredCalls missed or picked up late
    70−30LeakingFixed
  3. Consultation bookedNo follow-up after the first call
    38−32LeakingFixed
  4. Showed upNo reminder, no directions
    26−12LeakingImproved
  5. Family agreedThe patient searched. The family decides.
    12−14LeakingFixed
  6. Procedure doneLost to fear or a cheaper quote
    6−6WatchImproved

Illustrative numbers for a typical funnel in this industry. Not client data.

The playbook

Six stages, from search to review.

Every part below is something I advise on, and something my team and I can build and run.

⌕01Being found

Show up when someone searches for care nearby.

  • Local SEO and Google profilesOne accurate, active profile per location and speciality.
  • Doctor pagesQualifications, procedures and OPD timings.
  • Procedure pagesCost range, recovery, insurance and who performs it.
§02Ads within the rules

Specific, helpful and compliant.

  • Search for intentGoogle Ads on procedure and speciality searches nearby.
  • Meta for explanationExplainers and patient-journey videos, not promises.
  • Compliance firstChecked against ASCI and medical-council rules before launch.
☎03The call centre

Where most enquiries are won or lost.

  • SpeedCalls answered and web enquiries called back in minutes.
  • Every enquiry taggedOPD booked, price enquiry, not reachable, follow-up.
  • Traced to the sourceCall tracking, so each OPD links to its campaign.
◎04OPD to procedure

The family decision, weeks after the first visit.

  • Content for the familyCost, cashless insurance, recovery and the surgeon.
  • Counselling follow-upA planned follow-up with answers families ask at home.
  • Insurance clarityAccepted insurers and TPAs, stated up front.
★05Reviews and ORM

Patients check ratings before they book.

  • Ask every happy patientAfter the OPD visit and after discharge.
  • Answer every reviewQuickly, and without sharing patient details.
  • Watch every listingGoogle, Practo, Justdial: ratings and wrong details fixed.
▦06Measurement and automation

One view from search to procedure.

  • The numbers that matterCost per OPD and per procedure, by speciality and source.
  • Connected systemsAds, call tracking, CRM and the hospital system linked.
  • AI in the workflowReminders, WhatsApp answers and call summaries, with consent.
The real plan

What hospitals usually do. What fills the OT.

Same budget, same platforms. The difference is what happens after the enquiry.

What most hospitals do
  • Judge the agency on calls and cost per lead
  • Leave follow-up to whoever answers the phone
  • Talk only to the patient
  • Ask for reviews when ratings drop
  • Check compliance after the ad is made
What actually fills the OT
  • Judge spend on OPD visits and procedures
  • Tag and follow up every enquiry, by source
  • Write for the family who decides and pays
  • Ask every happy patient, every time
  • Build every ad inside the rules from the start
How we work

Diagnose first. Then build.

I advise on what to fix and in what order. My team and I build it. You deal with me directly throughout.

  1. 1Diagnose

    Where enquiries are lost, and which specialities and sources pay off.

  2. 2Plan

    A 90-day plan ranked by impact, with an owner and a number against every line.

  3. 3Build

    Local SEO, procedure pages, compliant ads, call tracking and review flows.

  4. 4Scale

    Back the specialities and sources that bring procedures, and cut the rest.

“For Max, Kauvery and Sakra, SEO, paid and social ran as separate efforts. We brought them under one plan and an AI-assisted SEO system. Organic traffic grew 55%.”

WeAddo · agency-side, team lead · a team result, and this was my partTalk about my hospital →
FAQ

What hospitals ask first.

Straight answers, before we talk.

How should a hospital measure its marketing?

By cost per OPD visit and cost per procedure, broken down by speciality and source, not by calls or leads. Calls are the cheapest part of the journey; procedures are where the revenue is.

Can hospitals in India run ads?

Yes, within limits. Hospital advertising has to follow ASCI's guidelines and laws on medical claims, and individual doctors face stricter rules from the medical council. In practice: no guaranteed outcomes, no misleading before-and-after claims, and care with testimonials. Have compliance review healthcare ads before they run.

How do we get more procedures from the same enquiries?

Answer and call back fast, tag every enquiry with an outcome, and follow up with the family, not just the patient: cost, insurance, recovery and the doctor. Most lost procedures are lost in follow-up, not in the ads.

Let's talk

Where do your enquiries go quiet?

Tell me your specialities, your monthly enquiries and how many become procedures. I'll tell you honestly which stage to fix first.

Start a conversation ↗ See how I work