Building a Multi-Channel Digital Growth System for Sobti Nursing Home
A data-backed healthcare digital marketing case study showing how Totem combined hospital social media marketing, Google Ads, Google Business Profile, local search, Meta lead generation and analytics to strengthen digital discovery and patient-enquiry pathways for Sobti Nursing Home & Lasik Laser Centre, Kurukshetra.
From visibility to measurable patient intent
The digital mandate was broader than posting content: build discovery, strengthen trust, capture active search demand and create measurable paths from awareness to calls, directions, website actions and enquiries.
Totem worked across social content, paid media, Google Business Profile, search visibility and analytics rather than treating each channel as an isolated activity.
Client profile
Sobti Nursing Home & Lasik Laser Centre
Kurukshetra, Haryana
This case study is based on Totem's June–August 2026 campaign and performance reporting. For visitors who want to verify the client and view its current public presence:
Visit Sobti Nursing Home's official website →
View Sobti Nursing Home on Instagram →
Integrated scope
Healthcare social media · Reels & doctor-led content · Meta lead generation · Google Search Ads · Google Business Profile · Local search · Website traffic · GA4/GTM measurement · Phone and WhatsApp action tracking.
How hospital marketing channels worked together
For a hospital or clinic, digital growth rarely comes from one channel. This engagement connected the areas prospective patients actually move through: discovery on social media, high-intent Google searches, local visibility, calls and directions from Google Business Profile, paid lead generation and measurable website actions.
Hospital Social Media Marketing
Educational Reels, doctor-led communication, patient stories and procedure-related content were used to build awareness and trust before an enquiry.
Google Ads for Hospitals
Search advertising focused on people actively looking for relevant eye-care services, supported by calls, sitelinks, keyword refinement and conversion measurement.
SEO & Local Search for Hospitals
Google Business Profile, organic search and local-intent actions were evaluated alongside paid media, creating a broader view of healthcare search visibility.
Evidence across awareness, intent and acquisition
Figures are taken from Totem's June–August 2026 client performance reports. “Tracked conversions” are advertising/analytics conversion actions and are not represented as confirmed patients or appointments.
A connected healthcare marketing system
Trust-building content
Doctor-led educational videos, patient-focused stories, technology showcases and procedure-related content made clinical expertise visible and understandable.
Reels-led discovery
Short-form video became the principal reach format. Reels accounted for 91.8% of Instagram views in June and 96% of Facebook views in August.
High-intent Google Search
Search campaigns captured active eye-care demand through keyword refinement, ad-copy optimisation, call actions and appointment-focused sitelinks.
Local search visibility
Google Business Profile was treated as a conversion asset, with calls and driving directions monitored as high-intent local actions.
Meta lead generation
Paid social supported enquiry generation while geographic quality and serviceability of leads were reviewed alongside volume.
Measurement infrastructure
GA4 and Google Tag Manager were integrated with phone-click, WhatsApp-click and landing-page behaviour included in measurement.
What the data revealed
Reach accelerated
Instagram produced 1,126,482 views and reached 782,164 accounts. Profile activity reached 14,562, up 153.1% versus May. Eye-surgery and doctor-led Reels were among the strongest content.
Social scale + measurable search acquisition
Instagram reached 1,274,475 views. Google Search generated 5,741 impressions, 546 clicks and 306 tracked conversions on ₹6,080.72 spend, with a reported ₹19.87 cost per tracked conversion.
Strong visibility, but lead quality required intervention
Instagram and Facebook still generated more than 1.84 million combined views and Google Business Profile produced 721 interactions. Meta leads, however, fell from 248 in July to 165 in August, prompting a deeper diagnosis.
When performance changed, Totem diagnosed the system
What the audit found
A temporary Facebook recommendation restriction affected surgery-related content distribution. Meta location settings also allowed enquiries beyond the intended local catchment. Offer-led creative attracted lower-intent enquiries, while a high-performing Instagram Reel had been removed during the month.
Why lead quality mattered
August produced 165 Meta leads versus 248 in July, but enquiries appeared from Delhi, Uttar Pradesh, Hisar, Rewari and Patiala—outside the intended local catchment. The optimisation objective therefore shifted toward serviceable lead quality rather than simply maximising form fills.
Turning reporting into action
Geo-targeting correction
Tighten Meta delivery to residents in the intended catchment and monitor lead geography.
Lead qualification
Refine offer creative and add qualification so stronger enquiries can be prioritised.
Faster response process
Reduce lead-response delay with immediate notifications and same-day follow-up.
Search refinement
Strengthen high-intent exact/phrase keyword groups and use search-term reviews and negative keywords to reduce irrelevant paid traffic.
Local trust reinforcement
Connect Google Business Profile more closely with search advertising while maintaining reviews, posts, photos and local visibility.
Cleaner attribution
Improve conversion definitions and call-source tracking across paid search, organic and local-profile activity.
High-intent search and local discovery
| Channel | Volume | What it indicated |
|---|---|---|
| Google Business Profile | 721 interactions | 250+ calls and 400+ direction requests showed strong local intent. |
| Google Search Ads | 690 clicks | Active search demand; 83 call-extension clicks were recorded. |
| Organic Search | ~187 clicks | Predominantly branded demand, highlighting an opportunity to expand non-branded healthcare SEO. |
| 1,014,310 views | 99% of viewers were non-followers, showing discovery beyond the existing audience. | |
| 830,676 views | Engagement reached 5,122, up 7% versus July despite lower views. |
What this healthcare marketing engagement demonstrates
Educational authority creates discovery
Doctor-led educational content repeatedly ranked among the stronger formats.
Patient stories create trust
A patient testimonial was the strongest reported Facebook post in August at 116,160 views.
Local intent needs its own strategy
Hundreds of calls and direction requests showed how close Google Business Profile can sit to real-world action.
Reach is not conversion
Large social reach did not prevent a decline in Meta lead quality; the full enquiry journey had to be measured.
Tracking improves decisions
GA4/GTM and action tracking created a stronger basis for optimisation than impressions and views alone.
Transparency builds trust
The August decline was documented with identifiable causes and corrective actions rather than hidden behind vanity metrics.
How to read the results in this case study
Performance evidence
The figures shown here come from Totem's June, July and August 2026 client performance reports covering social-platform analytics, Google Ads, Google Business Profile, Meta lead generation and measurement data.
Metrics are kept in their original funnel context. Views, reach, clicks, calls, direction requests, leads and tracked conversions are not treated as interchangeable outcomes.
Client verification
Sobti Nursing Home maintains its own public website and Instagram presence. These links are provided so prospective clients can independently identify the organisation featured in this case study.
Official Sobti Nursing Home website →
Official Sobti Nursing Home Instagram →
Important: advertising or analytics “conversions” are tracked actions, not confirmed patient appointments unless explicitly stated. The case study therefore reports each metric according to the source platform and reporting period.
What this case study proves about the delivery model
For healthcare decision-makers
This case study provides evidence of work across content, paid search, Meta lead generation, Google Business Profile and analytics. It is designed to help hospitals, clinics and doctors evaluate how an integrated marketing partner approaches both growth and performance problems.
For Kurukshetra businesses
Sobti Nursing Home is a practical example of Totem connecting strategy, creative, search, paid media and measurement for a Kurukshetra-based organisation. The same integrated model supports Totem's broader local growth offering.
Not just social media. One connected growth team.
The engagement demonstrates Totem's healthcare marketing model: connect strategy, creative production, social media, performance advertising, local search, SEO and analytics around the same business objective.
Build a measurable healthcare marketing system.
Totem helps healthcare organisations connect content, search, advertising, local visibility and lead tracking into one accountable marketing system.
Sobti Nursing Home & Lasik Laser Centre, Kurukshetra
Explore the client's current public presence directly.