One of South East Queensland’s largest private hospitals had 18 specialty units competing for the same organic real estate — and losing to smaller, single-specialty clinics.
The results
Year-on-year growth, with every surgical specialty up — not an average inflated by one or two wins.
Monthly appointment enquiries.
Of priority procedures #1 in Queensland SERPs.
Up from 2.3% across directory pages.
Condition & procedure pages written by medical copywriters.
Every specialty, up
The brief
BSPH is one of Queensland’s largest private hospitals — 220 beds, 400+ visiting medical officers, every major specialty under one roof.
But the website was built like a brochure, not a demand engine. Specialty pages were thin. Procedure pages didn’t exist. Patients searching “knee replacement Brisbane” were finding smaller competitors.
We rebuilt the information architecture around how patients actually search — by condition, procedure, and specialist — then filled it with medically-reviewed content at scale.
The people behind the numbers
Orthopaedic recovery
Day-of-surgery
Pre-admission
Cataract clinicFor the first time, every specialty unit is pulling its own weight in search. Our surgeons see their own patients finding them online, and the front desk can feel the difference.
Head of Marketing · Brisbane South Private Hospital
Multi-specialty, multi-site, multi-unit?
We’ll show you which specialties you’re leaving on the table — and what it would take to win them.
