Partnered Health Medical Centres, 60+ clinics, multi-brand, PE-backed. Marketed as a portfolio.
Partnered Health Medical Centres is one of Australia's leading primary healthcare groups, running more than 60 clinics under multiple brand identities, including Molescan and its primary care clinics, and caring for Australians since 2013. It is private equity backed and marketed as a portfolio.
Partnered Health Medical Centres, GP recruitment media and a portfolio web programme.
The group has two demand engines, patient acquisition and GP supply, marketed together and reported separately. Reporting runs at portfolio level for the group, with media-spend transparency at brand level, AHPRA compliance assurance for clinical leadership, and GP supply carried as a monthly line rather than an occasional campaign.
GP recruitment on Meta and Google ran as the flagship monthly lines: recruitment campaigns targeting registered GPs across Australia with region-specific creative, and high-intent recruitment search plus brand defence. Multi-clinic GP recruitment landing pages were built and maintained, each tied to a specific clinic, region or campaign cohort. The programme ran 21 months across three ad accounts.
Alongside the retainer, the Molescan sub-brand received a new website end to end: project management, sitemap, custom homepage design, template pages, build and go-live. Annual hosting and maintenance covered the WordPress portfolio, with performance monitoring, security maintenance, plugin management and content-update support. Creative capacity was reserved in advance for ad-hoc campaign work.
Conversions rose 21 per cent year on year, from 23,359 to 28,252.
A PE-backed multi-brand primary care group running 60+ clinics. Two distinct demand engines, patient acquisition and GP supply, that need to be marketed together but reported separately.
PE-backed primary care groups have a different operating model than single-brand clinics. The portfolio CEO needs portfolio-level reporting. The CFO needs media-spend transparency at the brand level. The clinical leadership needs AHPRA compliance assurance. The operations team needs GP supply marketed as aggressively as patient acquisition. We're the agency that runs all four threads simultaneously.
A multi-line portfolio retainer covering acquisition, GP supply, web, and a discrete sub-brand build (Molescan).
GP Recruitment Meta and Google Ads management as flagship monthly lines. Multi-clinic GP recruitment landing pages built and maintained. The Molescan sub-brand new-website build (end-to-end project management, sitemap, custom homepage design, build, go-live). Annual hosting + maintenance for the WordPress portfolio. Creative block hours for ad-hoc campaign work.
Six lines on the monthly invoice.
Monthly managed
Meta paid social for GP supply, recruitment campaigns targeting registered GPs across Australia, region-specific creative, MHTP-aligned messaging where applicable.
Monthly managed
Google Ads for GP recruitment, high-intent recruitment search ("GP jobs Brisbane", "general practice opportunities NSW"), brand defence, intent capture.
Per-page
New landing page builds for GP recruitment campaigns, design, content, build, go-live. Each page tied to a specific clinic, region or campaign cohort.
Sub-brand new website
End-to-end project management, sitemap development, custom homepage design + up to three template pages, full build, go-live. The kind of sub-brand discrete project that runs alongside the main retainer without disrupting it.
Annual portfolio agreement
Annual website hosting and maintenance for the WordPress portfolio. Performance monitoring, security maintenance, plugin management, content-update support across multiple sites.
10-hour pools
Ad-hoc creative work commissioned from a known pool, campaign collateral, social tiles, EDM design, ad creative variants. Transparent and trackable, never invoiced as a surprise.
What did 121 Group do for Partnered Health Medical Centres?
121 Group ran Google Ads, paid social and email marketing for Partnered Health Medical Centres. The site runs on WordPress.
What industry is this healthcare case study in?
Partnered Health Medical Centres 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 PE-backed healthcare portfolio?
Forty-five-minute call. We'll review your portfolio-level reporting, look at your GP-supply marketing, and tell you what we'd do differently, and how we'd run it as a portfolio rather than as N separate engagements.
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