We work on the months before the call — when a frightened family is reading at midnight, and a GP is deciding whose name to put in a referral letter. We build the reputation, the content and the visibility that make both of them arrive already convinced.
Ninety-five percent of what we do is organic. We run ads only where they genuinely help, and we will tell you when they do not.
what does a raised PSA meanFrightened. Reading, not choosing. Has not heard of you.
is a PSMA PET scan necessary before treatmentNow questioning what they have been told. Looking for someone independent.
surgery vs radiation for prostate cancerComparing paths. This is where the decision actually forms.
Dr [name] urologist reviewsChecking the referral their GP gave them. Your name — or someone else's.
You do not need to know what a schema is, or what an answer engine does. You need to tell us three things — and you already think in all three, because they are the clinical pathway. The patient's search journey and your clinical pathway are the same sequence. That is the whole basis of how we work.
What does this word on my report mean, and how bad is it?
Do I really need this test, and is this the right place to have it?
What will actually be done to me, and is this the right person to do it?
One 40-minute conversation with your consultant produces material for all three. We do not ask doctors to write — we record them answering questions, and their job becomes correcting a draft rather than writing one.
Leads are the last five percent, and they only convert when everything before them is already true. A practice that buys leads without the four steps in front of them is buying a patient once, at a price that does not repeat. We build the whole sequence.
Not "multi-speciality excellence". The specific procedure or condition where you genuinely beat the hospital down the road. Usually one or two — and usually not the ones on your homepage.
When the patient searches the word on their report and has never heard of you. Nobody bids on these searches because they do not convert that day. They decide everything that follows.
A GP writes a letter in the ninety seconds before the next patient. They write the name they can recall and defend. Referral is the largest channel in most specialist practices and the one nobody markets to.
The patient searches your consultant before booking. So does the GP's front desk. A registration number that resolves and published work holds the referral. A stock photo and three lines of prose loses it.
The enquiry, the form, the appointment. This is the only step the industry sells, and by the time a patient reaches it the decision was made four weeks earlier.
Ninety-five percent of our work sits in steps one to four, and it is organic. It compounds — a good explainer written this year is still working in three years, and a referring GP who trusts you refers for a decade. Paid media stops the afternoon you stop paying, and leaves nothing behind.
Delivered in a fixed order we call the 6C Model — six stages, run in sequence, because the fifth fails if the first four have not been done. Under each heading below sits the technical work. You never have to think about that layer, but it is listed, because you should be able to check we do it and because your IT team will ask. The full sequence →
Articles, videos, diagrams and patient explainers — made with your consultants, not around them. A clinical piece runs 2,000 to 3,000 words and three review cycles: literature check first, then a draft, then a second qualified doctor reads it, then the advertising code of your country, line by line. Roughly 40 minutes of your consultant's time per piece — we record them answering questions rather than asking them to write.
The same information, arranged so three readers each find what they need: the frightened patient scanning at midnight, the GP with ninety seconds, and the AI system deciding whether it can safely name your doctor. Most content serves one of the three. The technical groundwork underneath — indexing, page speed, the markup that lets a machine verify who wrote what — is typically 40 to 120 separate fixes on a hospital site, over six to ten weeks, and a patient never sees any of it.
Your own website is where a decided patient lands. It is rarely where they first hear about you. We checked this properly: when Google's AI answers a question in our own category, six of the eight sources it quotes are third-party pages, not company websites. So we get your consultants into the places people actually look — directories with the details correct, medical registries, society profiles, comparison pages, and the publications your referrers read.
A publishing calendar your consultants can actually keep to — realistically four to eight pieces a month — seasonal timing where a condition has one, and a twenty-minute check every month that nothing has quietly broken. It does break: a website update can silently damage the work without anyone noticing, and a page carrying a 2021 protocol under a 2026 date is a trust problem before it is anything else.
We would rather say this plainly than discover it in month three.
Before we quote anything, we check four numbers with you: how far out your next-but-two appointment is, how many callers become patients, whether your referring doctors are growing or quietly going elsewhere, and whether anyone can find you at all. If the answer is that marketing is not your problem, you get that in writing and we do not invoice for it.
The easiest thing for an agency to do is describe a method. The harder thing is to run it on your own money. We built and now operate a clinical service where we are paid a share of what it earns — so if the marketing does not bring patients, we do not get paid either.
Patients in Nigeria, Malaysia and the Gulf send a scan and receive a signed report from an Indian nuclear medicine consultant inside 72 hours. We conceived it, built it, wrote every word of it, and run it.
It earns from reading the scan and from nothing else — no referral fee, no commission, no treatment to sell afterwards. That decision costs the service money. It is also the first thing patients mention when they explain why they chose it.
Nobody is doing bothOf the ten agencies in India visible for AI search work, not one specialises in healthcare. Of the healthcare agencies, none has moved past website design and paid ads.
Size is not the advantageA tiny agency with almost no reputation online out-performs a well-known one three to one on visitors. Coverage beats reputation in this category — writing the thing beats being famous.
Australia is wide openThe main term costs ten dollars a click and is the least contested version of this market in the English-speaking world. It will not stay that way.
In Australia, a sentence that would be ordinary marketing copy anywhere else is a criminal offence carrying up to $60,000. In India, promising a cure falls under a 1954 Act with prison attached — the same law the Supreme Court used against Patanjali in 2024.
Most agencies find this out when a complaint arrives. We read both codes, we keep an evidence file for every clinical claim we publish, and we check every consultant's registration against the public register before writing their name.
And the rules push you somewhere useful. No testimonials, no guarantees, no superlatives — what is left is your doctor explaining, honestly, what they do and who they decline. That happens to be the most persuasive thing you own, and the only thing an AI system will quote.
We look at your site, check what patients in your specialty actually find when they search, and tell you where you stand — including whether marketing is the right thing to spend on at all. It is free, it takes about a week, and you keep the findings whether or not you work with us.