CityDoc delivered travel vaccinations through a network of 100+ pharmacies across the UK.
We implemented a holistic search strategy focused on Google, combining Google Ads and SEO to reach people actively looking for vaccinations and ready to book with a local provider. By improving visibility across paid ads, Google Maps and organic search results, we helped turn local demand into patient bookings across the network.
Pharmacy results
Here’s what a typical month looked like for the higher-performing pharmacies we worked with.
121
Bookings per month
£17.53
Average cost per booking
£2,121
Estimated monthly ad spend
We achieved 121 bookings per month at an average cost of £17.53 per booking, equivalent to an estimated monthly ad spend of £2,121.
The challenge
CityDoc needed to be more visible on Google when people were actively searching for vaccinations and travel health services. This meant standing out against national brands and local providers in both paid ads and unpaid search results, then turning that visibility into bookings.
Each clinic faced different local demand, competition and appointment availability, so the approach needed to reflect each location’s needs while delivering growth across the network.
What we did
Implemented tracking onto the website. We set up website booking tracking so CityDoc could see which marketing activity generated bookings, which clinics and services patients chose, and how much each booking cost. This gave us the information needed to make better marketing decisions.
Set up and continually improved Google Ads. We built paid search (PPC) campaigns around each clinic’s location and services, reaching people actively searching for vaccinations and travel health appointments. We continually tested and refined ad copy, search terms, location targeting and bids, using booking results to direct investment towards what worked best.
Matched investment to clinic capacity. We adjusted local budgets as appointment availability and participating locations changed, helping clinics with capacity attract more patients while keeping control of overall costs.
Strengthened SEO visibility across Google search. We improved content on service and clinic pages, optimised Google Business Profiles, made technical improvements to help Google find and understand the website and strengthened internal links to guide patients to relevant services.Together, this work supported greater visibility in Google Maps and local listings, traditional organic search results and AI Overviews.
