Marketing for polyclinics and multi-specialty centres
A polyclinic looks like an advantage and behaves like a problem. Eight specialities compete for the same website, the same budget and the same person’s attention, and the usual outcome is a menu page that ranks for nothing and a director who cannot say which department pays for the marketing.
A 30-minute video call. The audit document and the 90-day plan.
What changes
One thin page per speciality, competing against clinics that do nothing but that speciality.
Every head of department wants the budget and nobody can prove which one earns it.
The patient who comes for one thing never finds out the centre does the other seven.
Several sites, one generic website, and local search lost in all of them.
Eight specialities, one website, and none of them ranking.
A polyclinic is not marketed as a centre, it is marketed as several clinics that happen to share a roof. Two or three specialities get picked to actually compete on, chosen by what they bill and how winnable the search is, and they get full treatment: pillar page, articles, their own clinician, their own booking route. The rest are kept correct and visible without pretending to fight for a top position they will not get. Then the advantage nobody uses gets switched on: the internal route. A patient already in the building is the cheapest first appointment another department will ever get, and it takes segmentation and permission, not a campaign. Multi-site centres get one page and one Google Business profile per location, because local search is decided per postcode.
How it runs
Two or three specialities chosen to win
Full depth on the departments that bill and can realistically rank, instead of a thin page for all eight and a top position for none.
One page and one profile per site
Each location with its own page, its own Google Business profile, its own reviews and its own neighbourhood content.
The internal route between departments
Segmented, permission-based communication so the patient who came for one thing knows the centre does the rest. The cheapest appointment in the building.
Attribution by department
Cost per first appointment split by speciality and by site, which turns the budget argument into a conversation about numbers.
Every service
Content & SEO
Rank for the treatment your city is searching for.
Newsletter & CRM
The patients you already have are the cheapest diary you own.
Social
Measured in first appointments. Never in likes.
PR & Media
Be quoted where a patient checks whether you are serious.
Branded & Cases
The material that closes the treatment after the first visit.
Strategy & Data
Cost per new patient. The only number the owner looks at.
Questions
Can you cover all our specialities?
Not all of them at the same depth, and any agency that says otherwise is spreading the same eight articles across eight departments. Two or three get worked properly each quarter and the rest are kept correct, with the priority order agreed with you.
How does exclusivity work for a polyclinic?
It is per city and per speciality. If we work your dermatology in your city, we do not work anyone else’s there, and the same for each speciality we take on with you.
Can we email a patient about another department?
Only with the right consent and legal basis for that communication. Health data is a special category, and internal cross-referral is exactly the kind of thing that goes wrong when nobody checked what the patient agreed to.
We have five sites. Is that one plan or five?
One plan. Multi-site is what the Monopoly tier covers, at 7.500 euros a month, and the smaller tiers are built for a single location.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.