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Case study · Healthcare (Ophthalmology)

Dayal Eye Centre: more surgeries and clinic visits, with steady lead flow.

A NABH-accredited eye hospital in Gurgaon, founded by Dr. Sanjeev Bisla, known for advanced eye care and patient-first service. It needed consistent, high-quality patient enquiries for LASIK and cataract — and a system that showed what actually converted.

Eye hospital (NABH) Gurgaon, Haryana Local SEO + Google Ads Zoho CRM automation

Dayal Eye Centre — reception with NABH values board

4×Organic qualified leadsmeasured & source-tracked

+132%Organic traffic4,200 → 9,744 sessions/mo

3×Appointment leads40 → 120 per month

−40%Cost per lead₹680 → ₹410

The client

Dayal Eye Centre is a NABH-accredited eye hospital in Gurgaon with a strong surgical reputation — LASIK, cataract and advanced eye care under one roof. The clinical side was never the problem. The problem was the pipeline: enquiry volume moved month to month, and once a lead arrived, nobody could see what happened to it.

The challenge

This wasn't just a lead-volume problem. The hospital needed one system that ties together:

SEO and Google Business visibility for "eye hospital / clinic / specialist in Gurgaon" searches
Google Ads and Meta Ads demand capture, focused on high-value procedures
Fast response and structured follow-ups once a lead arrives
Lead-to-sales tracking, so the team can see what converts into booked consultations

Target keywords sat between position #29 and #62. At those positions, a hospital effectively doesn't exist for the patient searching at 11pm.

What was done

01Local SEO + GEO groundworkStandardised NAP and citations, reinforced Gurgaon location signals, improved schema coverage — Maps and Local Pack discovery first, AI-era search readiness alongside.

02SEO content and internal linkingDecision-oriented pages — cost, specialists, insurance — with crawl flow from informational content into priority treatment pages. Built to be quotable in AI Overviews, not just to rank.

03Performance marketing on high-value proceduresGoogle Ads and Meta campaigns focused on LASIK and cataract, with landing pages and creative aligned to each procedure.

04Google Business growth systemProfile activity and engagement signals through posting and optimisation — driving calls and profile actions month on month.

05Lead-to-sales workflow in Zoho CRMForms, calls, WhatsApp and Meta leads centralised in one system, with automation for response speed and follow-up consistency. First-response rate moved from 66% to 86%.

The results

Measured against the pre-engagement baseline, in GA4, Search Console and the CRM:

Metric	Before	After	Change
Organic traffic / month	4,200	9,744	+132%
Monthly appointment leads	40	120	3×
Cost per lead	₹680	₹410	−40%
First-response rate	66%	86%	+20 pts

Alongside those: organic qualified leads grew 4×, and 80% of booked appointments turned into actual patient visits — because the CRM workflow tracked every stage from enquiry to surgery advised.

Keyword ranking gains

Keyword	Before	Now
LASIK surgery in Gurgaon	#38	#2
cataract surgery Gurgaon	#44	#3
best eye hospital Gurgaon	#29	#2
eye specialist near me Gurgaon	#51	#4
LASIK cost Gurgaon	#62	#5

Search Console performance — 80.1k clicks, 13.1m impressions over 16 months

Search Console over sixteen months: 80.1k clicks from 13.1m impressions, average position 8.1. Rankings moved first; leads followed as the CRM workflow tightened response times.

"Very committed, prompt, quick in updating to the ever changing digital platform. Very valuable suggestions to always keep the digital presence relevant to our patients."

— Dayal Eye Centre

Proof gallery

All-time organic traffic. A domain flat since 2013 turns into a channel from 2024 onward.

Google results for lasik surgery in gurgaon — Dayal Eye Centre first

“lasik surgery in gurgaon” — first result, above Practo and Shroff Eye Centre.

Google AI Mode answer naming Dr. Sanjeev Bisla at Dayal Eye Centre

Google AI Mode, “best lasik surgeon in gurgaon” — the hospital's surgeon named in the answer itself.

Assistant answer recommending Dayal Eye Centre among Gurgaon LASIK options

The same pattern in a chat assistant's shortlist — accreditation, surgery volume and equipment quoted back from the site's own pages.

Visibility across LLM answer platforms by keyword

Average position when the hospital surfaces as a recommendation across five answer engines — first on ChatGPT for every tracked term.

Lead to surgery conversion funnel — 752 leads to 11 surgeries

Lead to surgery: 752 leads, 73% qualified, 63% of those booked, 87% of appointments actually visited.

CRM dashboard for May 2026 — 787 fresh leads, ₹14.98L revenue collected

The monthly view the hospital works from: 787 fresh leads, ₹14.98L collected, 38.5% conversion, 20 surgeries.

Lead follow-up flow diagram from first attempt to surgery done

The follow-up rules behind those numbers — five timed attempts, every outcome mapped to a CRM stage.

Why it worked

No single channel did this. The hospital built a repeatable growth system — organic reach and appointment volume grew together with the ability to respond, follow up, and convert enquiries into consultations. Take away any one piece — the local SEO, the procedure-focused ads, or the CRM workflow — and the numbers above don't happen.

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