Addinfi

Driving Awareness & Patient Engagement for HCG Hospitals’ Multispeciality Expansion

Problem Statement

HCG Hospitals, widely recognized as one of India’s leading cancer care chains, has earned trust over the years for its expertise in oncology. Building on this reputation, HCG has expanded into multispeciality healthcare, offering a broad spectrum of medical services across cities like Ahmedabad, Hubli, Bhavnagar, and Rajkot.

As a newer entrant in the multispeciality segment, HCG’s challenge was:

Expanding Awareness

Informing patients that HCG now provides a wide range of healthcare services beyond oncology.

Driving Accessibility

Helping patients easily identify the right doctors and departments across different cities.

Increasing OPD & IPD Footfall

Encouraging patients seeking treatment to consider HCG for consultations and hospital services.

The hospital partnered with Addinfi to leverage digital marketing as a bridge between patients and healthcare services, while maintaining compliance with medical promotional standards.

Findings

Our team analyzed the patient journey and digital behaviors to identify key opportunities:

Trusted Brand Leverage

  • While HCG was already recognized for cancer care, awareness about its multispeciality services was limited.
  • Patients often associated HCG with oncology alone, creating a communication gap.

High Search Intent

  • Patients in Ahmedabad, Hubli, Bhavnagar, and Rajkot frequently searched for doctors and hospitals across cardiology, orthopedics, neurology, and general medicine.
  • Many queries were location-based (e.g., “orthopedic doctor in Hubli” or “multispeciality hospital near me”).

Patient Expectations

  • Accessibility and trust were top priorities. Patients wanted clear, reliable information to help them make consultation decisions.

Solution

Addinfi designed a Google Ads–led strategy focused on connecting patients with the right healthcare services in their city. The approach prioritized accessibility, awareness, and patient education.

1. Awareness Through Search Campaigns

  • Ran targeted Google Search Ads across specialties like cardiology, orthopedics, general surgery, and internal medicine.
  • Ads were tailored to highlight that HCG, already known as a top cancer hospital chain in India, was now also offering multispeciality healthcare services.

2. Localized Targeting

  • Each branch (Ahmedabad, Hubli, Bhavnagar, Rajkot) had city-specific campaigns.
  • Messaging was aligned to the local demand, ensuring that patients searching for care nearby saw HCG as an accessible option.

3. Easy Patient Access

  • Added location extensions so patients could easily find the nearest hospital branch.
  • Enabled click-to-call features, allowing direct appointment booking or inquiries.

4. Optimized Patient Journey

  • Developed clear and informative landing pages for each city and specialty.
  • Ensured compliance by focusing on service availability, consultation access, and hospital information, not claims about treatment outcomes.

Scaling & Results

Within a few months of launch, HCG’s multispecialty vertical achieved significant growth in awareness and patient engagement:

  • Increased OPD Footfall – More patients scheduled consultations across multiple specialties.
  • Improved IPD Conversions – Greater awareness of inpatient care availability contributed to higher admissions.
  • Wider Brand Perception – Patients who once associated HCG solely with oncology began recognizing it as a multispeciality hospital chain.
  • Efficient Budget Utilization – Ads focused on high-intent medical searches, ensuring strong ROI.

Success Drivers

  • Leveraging Oncology Legacy – Positioning HCG as India’s top cancer hospital chain expanding into multispeciality built trust quickly.
  • Local Relevance – City-specific campaigns ensured messaging connected with patients’ immediate needs.
  • Patient-Centric Messaging – Focused on availability, access, and trust, aligned with healthcare marketing guidelines.
  • Digital Accessibility – Features like click-to-call and map integration shortened the journey from search to consultation.

Conclusion

HCG Hospitals’ transition from a leading cancer care chain to a multispeciality healthcare provider required not just awareness, but trust-building and patient accessibility.

Through a Google Ads–driven strategy, Addinfi helped HCG effectively communicate its expanded services, drive OPD and IPD growth, and strengthen its brand presence in Ahmedabad, Hubli, Bhavnagar, and Rajkot.

By combining brand credibility with digital precision, HCG successfully broadened its reach and positioned itself as a trusted multispeciality healthcare destination, all while ensuring compliance with medical promotional standards.