ForHealth, primary care multi-clinic, GP-supply marketing as a flagship channel.
ForHealth is an Australian primary care group operating one of the largest multi-clinic networks in the country. We have managed paid media across the book since March 2016, with 23 months of current continuous tenure, spanning ForHealth Medical, Primary Dental, Evoca Women's Health, Travel Vaccination, Health & Co, the Urgent Care Network and ForHealth Recruitment.
ForHealth: two paid-media programmes across a multi-clinic network.
The book runs as two programmes, separately budgeted and separately reported. Patient acquisition is geo-segmented Google Ads across state catchments, covering brand defence, bulk-billing intent capture and Google Business Profile consolidation across clinics, plus Facebook for patient-direct campaigns. AHPRA review sits inside the patient-side creative pipeline.
GP recruitment is a national, supply-side programme aimed at registered GPs comparing employer offers. It runs B2B-shaped campaigns with LinkedIn assist, on its own budgets, creative and reporting cadence, in separate ad accounts where the platforms allow.
Ad spend is passed through at cost on both sides.
Cost per acquisition on the patient-acquisition programme fell 58%. Organic conversions rose 45% after the SEO rebuild. Monthly conversions across the book doubled.
Two paid-media programmes, run as separate lines.
Patient acquisition
Ad spend passed through at cost. Multi-clinic Google Ads management across multiple state catchments, brand defence, bulk-billing intent capture, GMB consolidation. Plus Paid Social on Facebook for patient-direct campaigns.
GP recruitment campaign AU
SEM - A flat recruitment-media fee on cost, plus paid social for GP supply. Two distinct paid-media programmes for GP supply, run separately to patient acquisition with separate budgets, separate creative, separate reporting.
Different audiences. Different creative. Different reporting.
ForHealth's patient acquisition is a high-volume, geo-segmented programme, patients searching for bulk-billing GPs in their suburb. The GP-recruitment programme is a national, supply-driven programme, registered GPs comparing employer offers across Australia.
Mixing the two is how programmes fail. Separating them, with separate ad accounts where possible, separate creative review pipelines, separate reporting cadences, is how the spend efficiency on each side actually compounds.
The ForHealth pattern in numbers
- Two ad-account groupings: medical + recruitment
- ad spend at cost, both sides
- Right-sized commercials matched to programme scale
- Multi-clinic GMB consolidation across state catchments
- AHPRA review built into the patient-side creative pipeline
- Recruitment side runs B2B-shaped campaigns (LinkedIn assist)
Lower cost per acquisition across the patient-acquisition programme
More organic conversions after the SEO rebuild
Monthly conversions doubled across the book
ForHealth, accessible primary care at scale.
What did 121 Group do for ForHealth?
121 Group ran SEO, Google Ads and paid social for ForHealth.
What industry is this healthcare case study in?
ForHealth operates in healthcare. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach healthcare marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Running a multi-clinic primary care group?
Thirty-minute call. We'll separate your patient and GP-recruitment programmes, look at your management-fee structure, and tell you what we'd do differently.
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