How We Increased Organic Appointment Requests by 62% in 12 Months for
Kokilaben Hospital, Mumbai
About the Brand
Kokilaben Dhirubhai Ambani Hospital is a multi-specialty hospital in Andheri West, Mumbai, offering specialist care across cardiac sciences, neurosciences, oncology, orthopaedics, women and child health, and more.
across disciplines
Key Specialties
The Challenge
Organic clicks had plateaued for years.
Organic search was producing straight line appointment requests a month despite a very large base of brand searches.
High-intent searches like "best cardiologist in Mumbai" brought in only 17 clicks a month. "Skin specialist Mumbai" brought in just 2.
The hospital blog was earning only 122 organic clicks a month, so the site was invisible for common health questions patients search before choosing a hospital.
Objectives
Grow appointment requests coming from organic search.
Increase visibility for specialty and "best hospital in Mumbai" searches.
Capture early-stage patient searches through trusted health content.
Build visibility in Google's AI-driven search experiences.
Strategy & Execution
Pages that lead to appointments
- Optimised the contact, phone directory and appointment pages.
- Matched high-intent searches such as “appointment number”, “OPD contact number” and “customer care number”.
Specialty and department pages
- Strengthened Cardiac Sciences, Dermatology, Endocrinology, Gynaecology, Neurosciences, Orthopaedics and ENT.
Doctor profile pages
- Improved individual specialist profiles so they rank for doctor-name searches.
Health content library
- Published answer-first articles on fever in children, cough, diabetic diet, typhoid, sore throat, cancer symptoms, dengue and more.
- Linked each article back to relevant specialists.
The Results
(12 months, organic search only)| Metric | Before | After | Change |
|---|---|---|---|
| Appointment requests / month | 3,010 | 4,865 | +62% |
| Organic clicks / month | 63,172 | 91,029 | +44% |
| Search impressions / month | 2.94M | 6.14M | +109% |
| Organic sessions / month | 73,412 | 100,937 | +37% |
| Organic users / month | 49,917 | 69,592 | +39% |
| Enquiry form submissions / month | 123 | 169 | +37% |
| Blog clicks / month | 122 | 5,020 | 41x |
Page-level Wins
(clicks / month)| Page | Before | After | Change |
|---|---|---|---|
| Contact page | 888 | 4,171 | +370% |
| Make an Appointment page | 2,416 | 3,732 | +54% |
| Phone directory page | 570 | 1,693 | +197% |
| Dermatology specialists | 64 | 516 | +706% |
| Neurosciences doctors | 147 | 696 | +373% |
| Endocrinology & Diabetes specialists | 208 | 650 | +213% |
| Gynaecology & Obstetrics specialists | 308 | 845 | +174% |
| Cardiac Sciences specialists | 407 | 1,100 | +170% |
| Orthopaedics doctors | 550 | 1,110 | +102% |
Growth in AI-Driven Search (Generative Engine Visibility)
Google launched AI Mode in India on 24 June 2025, first in Search Labs and then for all users a few weeks later. Our 12-month comparison starts just after that launch, so it covers the period when AI-driven answers became part of everyday search in India.
Question-style searches (Google Search Console)
| Metric | Before | After | Change |
|---|---|---|---|
| Clicks from question searches / month | 234 | 1,286 | +450% |
| Impressions for question searches / month | 92,112 | 427,887 | +365% |
Question searches = queries starting with what, why, how, when, which, who, can, does, do, is, are or should.
Visits from AI assistants (GA4)
| Source | Before | After | Change |
|---|---|---|---|
| All AI assistants combined | 313 | 1,643 | +425% |
| ChatGPT | 244 | 1,574 | +545% |
| Google Gemini | 4 | 35 | small base |
What Drove It
The blog grew from under 110,000 to nearly 2 million monthly search impressions, giving AI systems far more trusted hospital content to draw on.
Advanced Schema (Entity Graph Engineering) implementation sitewide.
Key Highlights & Learnings
Moving patients to action mattered more than chasing traffic: appointment requests (+62%) grew faster than clicks (+44%).
Specialty pages that were barely visible became steady sources of patients, led by Dermatology (+706%) and Neurosciences (+373%).
Health content works as a top-of-funnel engine: the fever-in-children article alone now appears in over 800,000 searches a month.
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