Homepage
A single front door with the clinic's positioning, its lead consultant and a booking action above the fold.
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Case study · Healthcare
German Medical Center
A Dubai specialist clinic running two disconnected websites and no central marketing platform. We rebuilt it as one bilingual WordPress site wired into HubSpot — and traffic rose 288%.
Collaborating with Ehsan and his team has consistently been an absolute delight… Adnika is indeed the Best Digital and Growth Marketing Agency in UAE!
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- 97 Google PageSpeed at launch
- +288% Organic traffic
- WordPress Built on
The numbers
Digitalisation & growth, measured.
German Medical Center came to us with two websites, no centralised marketing platform and no coordinated identity. Within one programme of work they had a single bilingual site, a HubSpot-run enquiry funnel behind it and the numbers below.
Every figure here is from the engagement itself — traffic, leads and conversions measured in their own analytics and CRM, not modelled or estimated.
288% Increase in traffic
73% Increase in leads
2x More conversions
The challenge
Three problems, and only one of them looked like a marketing problem
Before Adnika, German Medical Center had no homogeneous digital presence and no coordinated identity. What looked like an advertising shortfall was really a structural one.
None of this is fixed by increasing the media budget
Two websites, competing with each other
The clinic ran one site for organic traffic and a second for paid, each operating autonomously with no alignment between them. Two domains meant split authority, duplicated content, two sets of analytics that never reconciled, and a paid landing experience disconnected from everything a patient found in search.
No centralised marketing platform
There was a total absence of centralised marketing and communication processes, and no platform to support them. Enquiries arrived in different places, nobody owned the follow-up, and there was no way to tell which channel had produced a booked appointment — which makes every budget conversation a matter of opinion.
Departments and languages pulling apart
A clinic spanning orthopaedics, obstetrics and gynaecology, urology, general surgery, internal medicine, endocrinology, neurosurgery, physiotherapy and gastroenterology had no shared structure across departments, and no coherent Arabic and English experience in a market where a large share of higher-intent search happens in Arabic.
What we designed
Twenty-one templates, one system
A complete design system and page library for the new site — homepage, services, doctors, packages, campaigns, content and the patient-facing utility pages. Twelve of the screens are below.
Core pages
Services
The full treatment offer, structured so a patient searching a procedure lands on the department that performs it.
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Doctor directory
Every specialist in one filterable index — the page most patients reach before they book anything.
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Doctor profile
Credentials, languages spoken and specialty in a consistent template, because in healthcare the consultant is the decision.
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Patient journeys
Find your doctor
A guided route from symptom or specialty to the right consultant, rather than a search box and hope.
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Health services
Ten-plus specialties as scannable cards — urology, orthopaedics, obstetrics, general surgery, physiotherapy, gastroenterology and more.
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Preventive packages
Packaged check-ups presented as products, which is how patients actually compare and buy them.
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Appointment booking
The conversion point, designed as a form a nervous patient will actually finish.
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Trust & content
Doctors on the homepage
Consultants surfaced immediately, because the credibility of the clinician is what a patient is really assessing.
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Patient reviews
Google reviews and named patient testimonials built into the page rather than parked on a separate tab.
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News and articles
A content surface built to support the inbound and SEO strategy, not bolted on afterwards.
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Brand and tone
A warmer register for a clinical category — 'we treat our patients as family' — carried through photography and layout.
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What we delivered
One centralised platform, built in four parts
Adnika mapped every digital channel and touchpoint the clinic used, then rebuilt around a single site and a single system. Pick a workstream to see what it involved.
Inbound flywheel strategy
We replaced two disconnected sites and an ad-hoc funnel with the inbound methodology — attract, engage, delight — so that satisfied patients feed the next cycle instead of every booking starting from paid media. That reframing is what makes the traffic number below compound rather than reset each month.
- All digital channels and touchpoints mapped before anything was rebuilt
- One coordinated identity across departments, replacing two autonomous sites
- Deeply segmented audiences defined up front, not retrofitted
A single bilingual WordPress site
One centralised site on WordPress, aligned structurally across every department, in both English and Arabic. Landing pages were built across the funnel — top, middle and bottom — so a patient researching a procedure and a patient ready to book are not handed the same page. It shipped at a Google PageSpeed score of 97.
- Structure aligned across all departments and specialties
- English and Arabic treated as one requirement, not a later translation
- TOFU, MOFU and BOFU landing pages, with every form running on HubSpot
HubSpot behind every enquiry
The site collects; HubSpot handles what happens next. Forms on the WordPress pages post straight into Marketing Hub, which became the single place enquiries live. Segmented lists let the clinic speak differently to a first-time enquiry and a returning patient, and nurture workflows carry the months-long decision that a specialist procedure actually takes.
- Segmented lists for personalised communication by audience
- Lead-nurture campaigns running as automated workflows
- Email campaigns and CTAs aligned to the brand and the funnel stage
Search, social and content
Personalised Google and social campaigns built against the segmented audiences, supported by a blog written to serve the inbound and SEO strategy rather than to fill a calendar. Content and paid were planned together, which is the part most clinics skip.
- Personalised Google and social advertising by audience segment
- Blog content built to support inbound and SEO, not published in isolation
- Resources and content distributed across social channels
At a glance
The engagement, in brief
- 01
Industry
Private healthcare — a multi-specialty clinic in Dubai working with professors and consultants from Germany's major teaching hospitals.
- 02
Market
Dubai and the wider UAE, serving patients in both English and Arabic.
- 03
Platform
WordPress for the site, HubSpot Marketing Hub behind it for forms, lists, workflows, email and CTAs.
- 04
Scope
Strategy, brand direction, 21 page templates, website build, CRM implementation, content and paid acquisition.
Why it worked
The gains came from structure, not from spending more
Nothing here required a bigger media budget. The traffic and lead numbers moved because two sites became one, because enquiries finally had somewhere to live, and because the same team did the strategy, the design, the build and the campaigns.
One site instead of two
Consolidating the organic and paid sites ended the split authority and duplicated content, and gave every campaign one destination that search could also reach.
A platform, not a spreadsheet
HubSpot gave the clinic one place where an enquiry becomes a tracked, nurtured, attributable appointment — which is what turned lead volume into a number worth reporting.
Bilingual by design
Arabic and English structured together from the first template, in a market where a large share of higher-intent search never happens in English.
Healthcare rules understood
Medical advertising in Dubai is licensed, and creative that ignores that gets pulled after the media is paid for. We plan to it from the first draft.
Client stories
In their words
German Medical Center on working with Adnika — quoted exactly as they wrote it.
In their words
★★★★★
GMC is thrilled to extend our heartfelt appreciation to Adnika! Collaborating with Ehsan and his team has consistently been an absolute delight. Ehsan's dedication and commitment have ensured that German Medical Center remains an exceedingly satisfied and happy client, especially regarding their Hubspot Onboarding, Digital Marketing, Website Development, Content Creation and Social Media Marketing. Adnika is indeed the Best Digital and Growth Marketing Agency in UAE!
★★★★★
Adnika provided us with their Inbound Sales and Marketing solutions through Hubspot. They helped us generate more qualified leads for our sales team, drive website traffic, increase customer engagement, and grow our customer base. Adnika is a reliable partner that has always taken our specific goals and needs seriously.
★★★★★
Adnika has helped us plan, implement and optimize ad campaigns on Facebook and Instagram. Adnika is truly committed to Performance Marketing. They provided us with a fantastic dashboard with detailed KPIs that helped us track the campaigns’ performance in real time. Adnika also gave us helpful and dedicated support during the whole project, and the campaigns turned out to be a great success. We highly recommend working with Adnika's growth experts.
★★★★★
We really enjoyed working with Adnika’s team. Not only are they talented, but they all take the time to understand whom they're working with, what they're trying to accomplish, and how to help the business achieve its goals. The quality of work we've experienced has made a huge difference for us and helped drive new business.
★★★★★
Adnika helped Sea Technology with setting up new digital channels, such as Google Search Ads, to attract more customers and leverage our brand. We are very satisfied with the results and we will continue with the implementation of lead generation, marketing automation, and performance marketing.
★★★★★
Working with the Adnika team has been a real pleasure! Extremely friendly, Ehsan and Elin are always available with prompt replies, valuable insights, patience, a problem-solving attitude, and high knowledge. Super easy to work with them. I highly recommend the Adnika team to help your business!
★★★★★
I am an artist, but I also manage a collective of DJs. In order to promote our services to our clients, we needed Inbound solutions that could attract the right traffic and promote the brand. Adnika built and designed our Inbound processes as well as create and manage campaigns on social media and Google Ads which helped us attract many more customers. I’m very happy!
★★★★★
We've been using Adnika growth marketing solutions only for a few months. They are highly professional, competent, experienced, and creative. Get ready to get to work with this agency. They will come alongside you as a business owner and feel your pain and joy! Get ready to transform your business.
About this project
Questions about this engagement
What clinics ask us after reading this case study.
It ran as a programme rather than a single launch: strategy and channel mapping first, then the design system and page templates, then the website build and HubSpot implementation, with content and paid campaigns layered on once the tracking was trustworthy. We sequence deliberately — measurement and structure before media, because spending against a broken funnel is the most expensive thing a clinic can do.
Two sites split everything that compounds. Search authority is divided between them, the same content competes with itself, analytics never reconcile, and a patient who arrives from an ad sees a different clinic from the one they find in search. Consolidation is unglamorous and it is usually the single highest-return decision available to an organisation in this position.
It is the increase in traffic recorded during the engagement, measured in the clinic's own analytics — as are the 73% lead increase and the doubling of conversions. We publish the figures our clients' systems reported rather than modelled projections, and we name the client, which is more than most case studies in this market do.
No, and that distinction matters. The structure was designed bilingual from the first template, with right-to-left treated as a layout requirement rather than a language setting. Machine-translated medical content reads as careless precisely when a patient is deciding whether to trust a clinic with a procedure.
No — we work across healthcare, real estate, e-commerce, finance and B2B, and the cross-sector pattern recognition is part of what you get. But healthcare has constraints most categories do not, and we have run enough of these to plan for DHA and MOHAP requirements from the first draft instead of discovering them at rejection.
Probably, and the honest way to find out is a growth check-up: a structured read of your search visibility, campaign performance and booking funnel, with the findings written down. You keep them whether or not you go on to work with us.
You do, always. The site, the domain, the CRM and the data stay in your name with us given access, not the other way round. If we stop working together you keep everything, including the tracking setup and documentation.
It was retired into the consolidated site rather than left running. That is the step teams most often skip, and leaving a second site live undoes most of the benefit — you keep the split authority, the duplicate content and the reconciliation problem you were trying to remove.
No questions match — try another search.
More work
Other things we have built
- 01
Arabland
A Dubai property platform with filterable listing search and a map of the city.
- 02
Concept Plus
A scroll-scrubbed WebGL scene experience covering six divisions.
- 03
Roxana Aesthetics
Treatment-led architecture in Dubai's most contested clinical category. 310% organic.
- 04
Elora Polyclinic
One site carrying aesthetics, dentistry and surgery without diluting any of them.
- 05
A2 Sweden
A smart-lock catalogue with parallel product, industry and flagship routes.
- 06
Bafco
Office furniture on Shopify, serving a chair buyer and a fit-out from one catalogue.
- 07
Healthcare marketing
How we work with clinics and medical brands, inside DHA and MOHAP rules.
Next step
Find out where your patient acquisition is leaking
A growth check-up is a straight read of your search visibility, campaigns and booking funnel — with the findings written down, whether or not you work with us.