Case Study · Healthcare & Local SEO
A four-year-old clinic with a great reputation and only 9 Google reviews. Here’s how rebuilding its free Google Business Profile, and a simple review system, put it in front of new patients.
An established physiotherapy and chiropractic clinic on Sydney’s Lower North Shore. It had been operating for about four years before being acquired by new owners.
The previous owners relied heavily on referrals and invested very little in digital marketing. The practice had a basic website, no paid advertising and an underdeveloped Google Business Profile.
Despite offering established physiotherapy and chiropractic services, the clinic’s online presence didn’t reflect the quality or breadth of the practice.
When we first reviewed the clinic’s local search presence, the gaps were obvious. The Google Business Profile had outdated imagery and incomplete information about the services offered, and only 9 reviews.
Very few patients were finding the practice independently through Google.
The problem wasn’t that people weren’t looking for physiotherapists or chiropractors in the area. The clinic simply wasn’t positioned strongly enough when those searches happened.
Rather than jumping straight to Google Ads or Meta Ads, we focused first on something the business already had: its Google Business Profile. The strategy had two objectives.
Give Google a clearer understanding of the clinic:
Being visible was only half the problem. Once someone found the clinic, the profile also had to give them enough confidence to make contact.
That meant strengthening reviews, photography, profile information and the overall presentation of the practice.
We audited the existing profile and rebuilt the elements that mattered, rather than making minor changes.
Primary and secondary categories were aligned with the clinic’s genuine physiotherapy and chiropractic services. Service information was reorganised so treatments and patient needs were represented accurately.
Service descriptions were rewritten around the treatments the clinic actually provides, including physiotherapy, chiropractic care and conditions such as back pain. The aim was to communicate clearly, not to stuff in search terms.
The business description and service content were rewritten to naturally include the clinic’s location, surrounding suburbs, treatment types, patient needs and what sets the practice apart. The profile was structured around how patients actually search:
authentic photos from the practice itself, replacing limited, outdated imagery
The purpose wasn’t simply to add more photos. It was to let someone researching the clinic see what the practice, its people and its environment actually look like before booking.
Rather than telling the business to “get more reviews”, we helped set up a repeatable process.
Reception staff followed up with patients after appointments and asked for feedback. Where appropriate, they sent a direct link by SMS to leave a Google review.
Patients could reach the review page easily, on the spot, from their own phone.
Campaigns reconnected with existing patients and invited them to share feedback.
A CRM-based process automated part of the follow-up. It reduced reliance on reception remembering to send every message and helped accelerate review growth.
We coached the reception team to acknowledge each patient’s individual feedback rather than reusing the same generic reply. It made the profile feel like an actively managed healthcare practice, not an abandoned listing.
Within the January to March 2026 optimisation period, the clinic’s Google presence improved substantially.
+500%
+210%
Source: Google Business Profile performance figures for the January–March 2026 optimisation period compared with the previous comparable period. Figures are rounded and approximate.
Before the work, the practice struggled to appear prominently for important local searches. Afterwards, the clinic gained substantially stronger visibility in Google Maps and local results for searches relating to physiotherapy, chiropractic care, back pain treatment and location-based “near me” searches.
The biggest change wasn’t more profile views. It was a change in how new patients were finding the practice.
Before the project, new patient acquisition relied heavily on referrals from GPs, doctors and existing relationships. After the Google Business Profile work, reception began recording new patient enquiries from people who had found the clinic independently through Google.
The practice owner reported that the clinic was now receiving new patient enquiries from Google every week. Reception also began asking new callers how they had discovered the practice, so the clinic could better understand its acquisition channels.
The clinic reported that approximately 80–90% of these phone enquiries converted into appointments.
Appointment attribution was tracked manually rather than through a complete end-to-end attribution system, so we treat this as an operational observation, not an audited conversion figure.
There was no Google Ads or Meta Ads spend behind these results.
The initial growth came from improving the clinic’s existing organic Google presence, strengthening its local relevance and creating a systematic process for generating authentic patient feedback.
Paid campaigns weren’t the first priority. The first priority was making sure the clinic converted more of the local demand that already existed.
The project also revealed the next bottleneck. Once local visibility and enquiries improved, attention turned to the clinic’s basic website.
OZ Media Digital has since begun discussions with the owner about a website that’s more user-friendly, conversion-focused and SEO-driven. Social media and broader digital marketing opportunities are also being considered as the clinic builds on the foundation created through local search optimisation.
This clinic didn’t initially need to spend thousands of dollars on advertising. It needed its free Google presence to accurately reflect the quality of the business behind it.
By improving its local relevance, adding authentic imagery, building a systematic review process and presenting the clinic more professionally, the practice created an additional patient acquisition channel that previously barely existed.
Sometimes the first marketing opportunity isn’t buying more traffic. It’s making sure the people already searching for your service can find you, trust you and take the next step.
If your clinic or local business relies on referrals and word of mouth, your Google presence may be the most cost-effective growth channel you aren’t using yet.
Book a free 30-minute strategy session and we’ll look at where your profile stands and what would move the needle first.
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