Sprint Diagnostics Case Study | Heartbeat Marketing

Sprint Diagnostics

Doubling Enquiry Volume Through Structured Performance Marketing

A multi-centre NABL-accredited diagnostic chain across Hyderabad was leaving significant enquiry volume untapped due to unstructured campaigns. We restructured their performance marketing and doubled their online diagnostic enquiries.

Performance Marketing

The Challenge

Sprint Diagnostics had established a strong network of NABL-accredited diagnostic centres across Hyderabad — covering major localities from Jubilee Hills and Gachibowli to Kukatpally and LB Nagar, offering services from standard lab tests to PET-CT scans, MRI, and full-body health packages. The digital demand for diagnostic services was there, but their Google Ads campaigns were not capturing it efficiently. Budget was being spent across broad, unstructured keyword sets without a framework for measuring or reducing cost per enquiry. The campaigns lacked location-level targeting precision, and landing pages were not optimised for conversion.

The Approach

Phase 1 — Audit & Restructure

Weeks 1–4

Comprehensive Google Ads account audit: identified wasted spend, poor-quality keyword matches, and missing conversion tracking
Restructured campaigns by service category (lab tests, imaging, health packages, PET-CT) and by geography per centre location
Implemented call tracking and form submission tracking to accurately measure cost per enquiry
Established a pre-restructure baseline to measure improvement with precision

Phase 2 — Localisation & Optimisation

Weeks 4–10

Built location-specific landing pages for each Sprint Diagnostics centre matched to the geography of each campaign
Launched high-intent keyword campaigns targeting health package searches, specific scan types, and home collection requests
Tightened audience targeting to reduce irrelevant clicks and improve qualified lead rates
A/B tested ad copy variations to improve click-through rates for key diagnostic search terms

Phase 3 — Scale

Months 3–6

Scaled budget into highest-performing campaign and location combinations
Introduced Target CPA smart bidding strategies informed by accumulated conversion data
Expanded to display retargeting for visitors who viewed specific test or health package pages
Monthly performance reporting with cost per enquiry tracked per centre and per service category

The Results

2×

Diagnostic enquiry volume

Online enquiries doubled compared to the pre-engagement baseline

Hyderabad centres activated

Location-specific campaigns running across the full Sprint network

↓

Cost per enquiry reduced

Structured bidding and landing page optimisation drove CPL down consistently

NABL

Accredited network represented

Campaign messaging aligned with Sprint's quality and accreditation positioning

Services Delivered

Performance Marketing

Questions About This Case Study

What specifically caused the 2× increase in enquiries?

The primary driver was restructuring campaigns from broad, loosely targeted keyword sets to tightly defined service-and-location-specific campaigns. When a patient in Gachibowli searches for 'MRI scan near me', they need to see a Sprint Diagnostics ad for the Gachibowli centre, with ad copy that mentions MRI, leading to a landing page specifically about MRI at that location. That level of keyword → ad → landing page relevance is what improves conversion rates and drives cost per enquiry down. The account had not been structured this way before we took it over.

Does performance marketing work for a diagnostic chain with multiple locations?

Yes, and multi-location is actually an advantage in paid search if campaigns are structured correctly. You can run separate budget allocations per location based on local demand and competitive intensity, target radius-specific searches around each centre, and measure return on ad spend at the centre level. Sprint's network across Hyderabad gave us significant scope to optimise per location rather than running a single blunt city-wide campaign.

How were results measured — are these real enquiries or just clicks?

All results are measured at the enquiry level — actual form submissions and tracked phone calls — not clicks or impressions. We set up call tracking on campaign-specific numbers and form tracking on all landing pages before launching any campaigns, so we have a clear pre/post baseline. The 2× figure compares tracked enquiries in the 90 days before the engagement versus the equivalent period after restructuring.