About Leading Oncology & Cardiology Provider
the oncology provider is one of the world's largest oncology and cardiology providers, operating more than 300 clinics across Australia, the United States, and the United Kingdom. With a primary focus on radiation oncology and cardiovascular care, the oncology provider serves tens of thousands of patients annually and operates within one of the most complex regulatory environments in healthcare marketing. Its scale, multi-national footprint, and clinical specialisation place it in a category occupied by very few private healthcare operators globally.
The Australian healthcare sector operates under AHPRA's strict advertising guidelines, which govern how clinical services can be promoted to the public. Simultaneously, the rise of health-literate digital consumers has shifted patient acquisition online — patients now research, compare, and shortlist providers through search and content before making first contact. In this environment, digital presence is not a marketing advantage; it is the primary access point for new patient volume across all specialisations.
the oncology provider's rapid expansion through acquisitions had left a fragmented digital footprint. Individual location teams managed their own PPC accounts, creating a structurally broken media programme with no central visibility or governance. The business needed a unified revenue growth architecture that could operate across dozens of locations, comply with AHPRA, and convert an increasingly digital patient journey into measurable appointment volume.
Executive Summary
Following the consolidation and full programme build, the oncology provider achieved a 52% year-on-year increase in qualified patient enquiries, reduced cost-per-lead by 38% across all paid channels, and eliminated over $340,000 in annualised PPC waste. Organic search became the second-largest channel within twelve months. Patient nurture automation achieved a 44% open rate, materially improving the enquiry-to-appointment conversion rate across all active markets.
What needed
to change.
the oncology provider ran paid campaigns across dozens of locations with no centralised strategy. Ad spend was duplicated through keyword cannibalisation, and patient-facing campaigns lacked the clinical sensitivity required for healthcare advertising under AHPRA guidelines.
Without a unified structure, individual location campaigns were competing against each other in auction, driving up CPCs while reducing the quality of traffic reaching each clinic's booking pages.
There was no automated system to nurture enquiries through the pre-appointment journey — meaning that interested patients were going cold between initial enquiry and their first appointment.
How we built the solution.
Every LVRA engagement runs through four structured phases — each one feeding the next.
Discovery & Audit
Phase 01
LVRA conducted a full structural audit of the oncology provider's paid media accounts across all active locations in Australia, the US, and UK. We mapped every active campaign, ad group, and keyword, identifying the full extent of cannibalisation between location-level accounts. Over $340,000 in annualised budget waste was identified in the first three weeks, including dozens of instances where individual clinics were bidding against each other on identical high-intent clinical queries.
The ICP exercise defined the patient acquisition journey across oncology and cardiology specialisations — mapping touchpoints from early symptom awareness and GP referral through to direct patient search and appointment booking. We identified the dominant search intent signals at each stage, flagging which queries carried the highest appointment intent and which required AHPRA-compliant messaging conventions to remain eligible for paid promotion.
A full technology stack review assessed the CRM, booking platform, and existing marketing automation tools across all regions. Gaps in nurture capability were documented alongside channel-level attribution weaknesses that were preventing the internal team from accurately reporting the true value of digital programmes. This audit output became the master brief for the strategy phase.
Market Intelligence
Phase 02
LVRA conducted deep competitor mapping across the oncology provider's primary markets, analysing the paid and organic strategies of competing oncology, cardiology, and cancer care providers. We identified the keyword clusters competitors were dominating organically, the ad copy conventions being used in the AHPRA-regulated paid environment, and the content gaps that represented uncontested clinical search territory the oncology provider could own.
Patient decision journey research informed our understanding of the behavioural signals that preceded appointment booking. We analysed search query data at a granular level to distinguish between informational health queries, GP-referred patients conducting verification searches, and direct appointment-seeking queries — each requiring a distinct creative and landing page approach to convert at the highest possible rate.
We also reviewed intent data across the oncology provider's highest-volume clinical areas to identify seasonal search patterns, referral network gaps, and geographic concentrations of unmet demand. This intelligence informed the location prioritisation framework used in the paid media rebuild — ensuring that budget allocation reflected actual patient demand density rather than historical spend patterns.
Strategy Design
Phase 03
The core of the revenue architecture was a centralised PPC structure built to replace the fragmented location-level accounts. A single master account with location-specific campaigns and ad groups eliminated cannibalisation, enabled centralised bid management, and created a single source of truth for performance reporting. Campaign structures were mapped to patient intent stages, ensuring that AHPRA-compliant messaging was applied systematically across all ad formats and placements.
A 42-location organic search programme was designed in parallel, built around location-specific landing pages targeting high-intent clinical queries. Each page was mapped to a distinct patient decision stage, with AHPRA-compliant content frameworks developed to ensure clinical accuracy, legal compliance, and search engine eligibility. The organic architecture was designed to complement paid coverage and reduce long-term cost-per-enquiry as organic volume matured.
A marketing automation strategy was designed to address the gap between initial enquiry and confirmed first appointment. Five-touchpoint nurture sequences were developed for each clinical specialisation, combining appointment awareness content, clinical trust signals, and calendar-based scheduling prompts. The automation strategy was built on top of the existing CRM infrastructure, integrating with booking systems across all active markets.
Launch & Optimise
Phase 04
The centralised PPC account was migrated and launched in a phased sequence by region, preserving historical quality score data where possible and applying new bid strategies immediately. Weekly performance reviews in the first 60 days allowed rapid refinement of match types, device bid adjustments, and ad schedule allocations. CPL fell by 38% within the first quarter following consolidation, with quality of traffic — measured by enquiry-to-appointment conversion rate — improving materially.
The 42 location landing pages were deployed with full tracking and A/B testing on primary CTA variants. Organic rankings for clinical and location-specific queries began emerging within four months, with 67 page-one rankings achieved by month twelve. Patient nurture automation was activated across all clinical specialisations, achieving a 44% open rate on the primary appointment awareness sequence and recovering a significant proportion of previously cold enquiries.
Monthly reporting introduced a unified cross-market dashboard that gave the oncology provider's leadership team full visibility of cost-per-enquiry by location, channel, and clinical specialisation for the first time. The programme was extended to the US and UK markets following the Australian results, with the same centralised architecture applied and the content and automation playbooks localised for each regulatory environment.
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How it was built, channel by channel.
PPC Consolidation & Cannibalisation Elimination
LVRA rebuilt the entire the oncology provider paid media account structure from scratch, migrating dozens of fragmented location-level accounts into a single centralised architecture. Every campaign was rebuilt with location-specific ad groups, dedicated negative keyword lists, and shared audience exclusions to prevent any further cannibalisation between clinic locations bidding on identical queries.
Bid strategy was unified under a target CPA framework with location-level adjustments based on historical appointment rate data. Ad scheduling and device bid modifiers were calibrated per market using conversion data from the booking platform integration. The consolidated structure reduced auction conflict immediately and allowed budget to be reallocated from wasted overlap spend to high-intent clinical queries with no prior coverage.
AHPRA-compliant ad copy was developed for every clinical specialisation and location, with legal review integration built into the creative approval workflow. Quality scores improved materially within eight weeks of the rebuilt campaigns going live, reducing average CPC across the account by 23% before any additional bid optimisation was applied.
Local SEO & Clinical Landing Page Build
LVRA developed 42 location-specific clinical landing pages, each targeting a defined set of high-intent search queries relevant to the services offered at that specific the oncology provider location. Pages were structured around patient decision stages — from initial condition awareness through to explicit appointment booking intent — with AHPRA-compliant copy frameworks applied throughout.
On-page SEO architecture included structured data markup for local medical businesses, specialisation-specific schema, and internal linking strategies that built topical authority across all active clinical areas. Google Business Profile optimisation was conducted for every location, with consistent NAP data, clinical category selection, and review management protocols established across the portfolio.
AHPRA-Compliant Patient Nurture Automation
LVRA designed and deployed a five-touchpoint patient nurture sequence for each primary clinical specialisation, built within the existing marketing automation platform and integrated with the the oncology provider booking system. Each sequence was reviewed against AHPRA advertising standards, with clinical claims, testimonial references, and outcome language carefully structured to remain compliant while maintaining commercial effectiveness.
Automated appointment awareness sequences were calendar-triggered, sending follow-up content at defined intervals post-enquiry to reduce drop-off in the pre-appointment window. A sequence variant was built for GP-referred patients, using clinical credibility messaging appropriate for patients arriving with a referral rather than through direct consumer search.
Cross-Market Performance Reporting
A unified performance dashboard was built connecting all paid, organic, and email channels across Australia, the US, and the UK markets. For the first time, the oncology provider's commercial leadership had a single view of cost-per-enquiry by location, clinical specialisation, and channel — enabling informed budget allocation decisions across a globally distributed programme.
Monthly strategic reviews were structured around pipeline contribution by channel, with Salesforce CRM integration providing visibility of enquiry-to-appointment conversion rates by location. Attribution modelling was implemented to correctly credit multi-touch patient journeys that began with paid search and converted through organic or nurture channels in subsequent sessions.
3 pillars. One integrated system.
Each strategic pillar was designed to feed the next — creating compounding returns across every channel activated.
The numbers
that matter.
Every metric comes from verified campaign data — attributable to specific strategic decisions made during this engagement. No projections. No vanity numbers.
What this engagement taught us.
These principles carry forward into every engagement that follows — applicable well beyond Leading Oncology & Cardiology Provider's specific context.
Industry
Healthcare
Market
Australia
Duration
Ongoing engagement
Location-level isolation destroys paid media efficiency.
When each location runs its own campaigns without coordination, they bid against each other in the same auction. The first step of any multi-location healthcare programme is consolidation — then specialisation within a unified structure.
Clinical sensitivity in ad copy is non-negotiable.
Healthcare advertising under AHPRA requires specific copy conventions. Ignoring these doesn't just create compliance risk — it reduces ad relevance and quality scores. AHPRA-compliant copy, done well, actually improves performance.
Automation bridges the gap between click and appointment.
The patient journey from first search to booked appointment spans days or weeks. Without automation maintaining contact in that window, most enquiries go cold. A five-touchpoint nurture sequence recovered a significant proportion of previously lost leads.
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