Case study · Osteopathy · Werribee, VIC
Wyndham Osteopathy · 1 to 2 years in
Marketing at Wyndham Osteopathy was minimal, and deliberately so. Word of mouth was strong, and local GPs sent around 75 percent of referrals by Brett's estimate, most of them on EPC and care plan referrals that often stopped once the referral consultations were done. With two new practitioners just taken on, he wanted every avenue for new patients explored, without spending his own time on a trial and error exercise. So Pete took over Google Ads, the clinic's first paid advertising ever. By Brett's count, new patients from Google searches went from 2 to 3 a week to 5 to 6, on $1,000 to $2,500 a month in ad spend. The books sit at a steady flow, the referral mix is more balanced, and the ads have become almost set and forget.
ads.google.com / overview
1 to 2 years in
5 to 6
New patients a week from Google
Osteopathy · Werribee, VIC
$2,500
A month in ad spend, at most
Real client. Real numbers.
5 to 6
New patients a week from Google
Up from 2 to 3 before we started, Brett's count
$2,500
A month in ad spend, at most
His range: $1,000 to $2,500
75 percent
Of referrals came from GPs, before
Around 75 percent, his estimate. More balanced now.
Steady
Where the books sit today
With the referral mix more balanced
The week, in Brett's count
Before, a typical week
2 to 3new patients from Google
Now, a typical week
5 to 6new patients from Google
Brett's own count of new patients from Google searches in a typical week, before we started and now. Not a tracked conversion figure, and the ranges are his, unrounded.
The starting position
Marketing at Wyndham Osteopathy was minimal, and that is Brett's own word for it. The clinic had organically built a strong word of mouth network, particularly around its senior practitioners. Local GPs were the biggest source of new patients, accounting for around 75 percent of referrals by his estimate.
That reliance was a little concerning, in his words. Most of the GP referrals were EPC and care plan patients, and a large proportion of them did not continue treatment once their referral consultations had been completed.
Paid advertising had never been tried. Some money had gone into website SEO, which worked well, and the flow of new patients from GPs and word of mouth was genuinely good. But the clinic had just taken on two new practitioners, and Brett wanted every avenue for attracting new patients explored so the clinic could grow.
Running Google Ads himself was never on the table. He didn't have the time to develop the expertise and knowledge to run them effectively, and he didn't want to spend time and money on a trial and error exercise if it could be avoided. He had heard Pete speak a few times about paid advertising, talked it over with his Clinic Mastery mentor, and engaging Pete made the most sense. Cost nearly stopped him, along with a real question: how would he measure the return, and how would he read the results?
What we did
Brett's starting position was plain: no time to build the expertise, and no appetite for paying to learn by mistake. So the campaigns were built and managed for him from the start. The first paid advertising Wyndham Osteopathy ever ran went up without him having to learn a thing.
This is Brett's own description of how the work runs: the campaigns evolved based on the data. Not set up and walked away from. The changes keep coming as the numbers ask for them, which is what keeps the enquiries coming without his input.
Brett's other worry at the start was interpreting the results and knowing what the spend returned. The monthly reports arrive promptly and answer it, and by his account the reporting has continued to improve over time, making it easier to understand. He can read where the money went without needing to understand how the campaigns are built.
Pete's accessibility is the thing Brett calls great: always happy to answer any questions, even though the intricate details are not his world. That access is what let him hand the whole channel over. A question gets asked, an answer comes back, the campaigns keep running.
Where the new patients came from
Before, by Brett's estimate
Local GP referrals
Around 75%
Word of mouth and everything else
The other 25%
The catch inside the big share, in Brett's words: most of the GP referrals were EPC and care plan patients, and a large proportion did not continue treatment once their referral consultations had been completed.
Now, in his words: more balanced
Local GPs
Word of mouth
Google searches
The 75% is Brett's own estimate of the before, from the story brief. He describes the mix now as more balanced, with less reliance on GP referrals. He gave no exact split for today, so this picture does not draw one.
The numbers
Every figure in this table is Brett's own count and his own words, not our ad account reporting. A typical week used to bring 2 to 3 new patients from Google searches. It now brings 5 to 6, on $1,000 to $2,500 a month in ad spend. The change he called out himself sits in the mix: the referral sources have become more balanced, with less reliance on GP referrals through the EPC and care plan pathway.
Metric
Before
After
Change
New patients in a week from Google searches
Before
2 to 3
After
5 to 6
Share of referrals from GPs
Before
Around 75 percent
After
More balanced
The two new practitioners' books
Before
Just hired, books to fill
After
Busy more quickly
Brett's time on the ads
Before
No time to learn them
After
Almost set and forget
Monthly ad spend
Before
$0, no paid advertising
After
$1,000 to $2,500
Almost set and forget, his words
Pete's side of it
Takes care of the analysis
Makes the right changes to keep the campaigns performing
Sends the monthly report, promptly
Answers any question, any time it comes
Brett's side of it
Reads a report that keeps getting easier to understand
Asks questions without needing the intricate details
Puts his time into the other areas of running the clinic
Nurtures the team
What the arrangement bought
New hires become busy more quickly
His words, with two new practitioners just taken on
Peace of mind
Knowing everything is in good hands, as he puts it
Every line here is Brett's own answer from the story brief about how the work runs and what it has meant for him and the team. Nothing is our description of ourselves.
Pete has been fantastic to work with. I didn't have the time or expertise to manage Google Ads myself, so having Pete manage our campaigns has made the whole process easy and stress free. He's always available to answer questions, provides clear reporting, and continually optimises the campaigns based on the data. Most importantly, the ads have delivered great results for our business and allowed me to focus on other aspects of running the clinic. I'd highly recommend Pete to anyone considering Google Ads.
What's next
The plan is the thing Brett wasn't sure he could have: the ads staying almost set and forget, in his words, with Pete taking care of the analysis and making the right changes to keep the campaigns performing. His time goes into the other areas of running the clinic and nurturing the team, and new hires get busy more quickly than the old referral mix would have managed. The spend stays inside his $1,000 to $2,500 range while the books hold their steady flow, and the monthly report keeps getting easier to read.
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More testimonials
Pete’s single-handedly built my Google Ads into a reliable, consistent source of new patients, without me having to think about it. When I had to step away from the business for 6 months, he kept the Ads running like it was his own. It’s let me expand with confidence, both in staff, locations and going multidisciplinary. If you’re a clinic owner on the fence, just do it. Less stress, more time back, and Pete’s great!
Having Pete work on our GA campaign has been one of the easier business decisions to make. Not only does he have a personal experience and understanding of the Allied Health sector, but he has a passion to see you succeed as if he were trying to grow his own clinic. Cant speak highly enough nor recommend his services more highly.
Clinic Mastery are really the most legit marketing company I've come across when it comes to working with clinics. They're very professional, they respond really quickly, they're very clear on what they wanna do, what you need to do. They don't oversell you the dream, but they show you the potential, which is really cool. But they also show you how to get there and how you can do it yourself with the right guidance. And yeah, Pina's been awesome to work with as I opened my eyes to a lot of things as well with the clinical world when it comes to marketing.
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