CASE STUDY:
Auckland Physiotherapy

How SME Growth Helped Auckland Physiotherapy Achieve Sustained Patient Growth Through Targeted Search Advertising

Industry: Healthcare Services - Physiotherapy

Campaign Type: Google Search Advertising

Case Study Timeframe: 2 Years (June 2021 - May 2023)

The Challenge

Auckland Physiotherapy, a specialised pain and injury management practice located at the prestigious intersection of Newmarket, Parnell, and Remuera, approached SME Growth with a clear objective: connect with potential patients in their immediate catchment area who needed their services.

Despite their prime central Auckland location and clinical expertise, they faced several challenges:

  • Limited digital presence in their local market

  • Difficulty reaching patients actively seeking physiotherapy services

  • Need for cost-effective patient acquisition in a competitive healthcare market

  • Requirement for measurable results that translated directly into booked appointments

Our Approach

We implemented a precision-targeted search advertising strategy designed specifically for Auckland Physiotherapy's unique market position:

  1. Hyper-Local Targeting: Focused campaigns within the immediate Newmarket, Parnell, and Remuera areas to maximise relevance

  2. Intent-Driven Keywords: Captured users actively seeking physiotherapy services for pain and injury management

  3. Appointment-Focused Campaigns: Designed every element to drive actual bookings, not just website traffic

  4. Continuous Optimisation: Refined targeting, ad copy, and landing pages based on real conversion data

  5. Long-term Partnership: Established ongoing optimisation to adapt to market changes and seasonal variations

The Results

In just two years, our strategic approach delivered significant improvements across all key performance metrics:

Performance Evolution 

Our partnership with Auckland Physiotherapy demonstrates the power of sustained, targeted digital advertising in the healthcare sector:

  • Year 1 (June 2021 - May 2022): Established strong baseline performance with comprehensive campaign structure, achieving solid patient enquiry generation and cost efficiency in the local market.

  • Year 2 (June 2022 - May 2023): Delivered exceptional growth with 137% increase in conversions, 28% improvement in conversion rates, and 18% reduction in cost per conversion, demonstrating sustained campaign effectiveness and optimisation.

Strategic Insights 

The remarkable improvements were driven by several key factors:

  1. Geographic Precision: By targeting the specific intersection of Newmarket, Parnell, and Remuera, we connected the practice with patients in their immediate service area.

  2. Healthcare-Specific Optimisation: Through continuous testing and refinement, we developed campaigns that resonated specifically with people seeking physiotherapy services.

  3. Quality Over Quantity Focus: Our recent conversion tracking refinements in May 2024 prioritised actual appointment bookings, ensuring higher-quality patient acquisition.

  4. Long-term Partnership Benefits: The consistent performance improvements over two years showcase the value of ongoing optimisation and hyper-local campaign management in the healthcare sector.

Client Testimonial

When we first approached SME Growth, we knew we needed to improve our digital presence in central Auckland, but we weren't sure how to effectively reach patients who needed our physiotherapy services. Their team took the time to understand our practice and developed a targeted approach that focused on our specific geographic area.

The results have been transformational for our practice. During this two-year period, we've seen remarkable growth in patient enquiries while maintaining cost-effective advertising spend. What impressed us most wasn't just the initial improvements, but how the SME Growth team continued to refine and optimise our campaigns, consistently delivering better results.

Our patient bookings have increased dramatically, and the quality of enquiries has improved significantly. The detailed reporting makes it easy to see exactly how our advertising investment is performing, and we can clearly track the connection between our digital marketing and actual patient appointments.

I'd recommend SME Growth to any healthcare practice looking for a digital marketing partner that understands the unique challenges of patient acquisition. They've become an invaluable extension of our team, and their expertise in local Auckland markets has been exceptional.

Helen Van Praagh, Director
Auckland Physiotherapy

Ready to Transform Your Digital Advertising Results? 

If, like Auckland Physiotherapy, your business could benefit from our strategic approach to digital advertising that focuses on measurable business outcomes, not just traffic, why not reach out to our team today.