Total Health Chiropractic
A Full-Funnel Approach to Patient Acquisition
At a Glance
Background
Overview & Market Presence
Total Health Chiropractic is one of Singapore's leading chiropractic care providers, with clinics across the CBD, Clementi, Orchard, Paya Lebar, Tampines, and Toa Payoh. For more than 13 years, the practice has built its reputation around evidence-based, non-invasive chiropractic care, helping patients manage conditions including back and neck pain, posture-related issues, headaches, sciatica, scoliosis, slipped discs, and sports injuries.
Supported by more than 1,500 Google reviews, the brand has established strong patient trust. However, competing in Singapore's increasingly crowded chiropractic market required more than a strong reputation; it required consistent digital visibility and a scalable patient acquisition strategy.
The Challenge
Key Operational & Growth Hurdles
Total Health Chiropractic partnered with Brew to accelerate patient acquisition across its network of clinics while making better use of available appointment capacity.
The objective was ambitious: increase new patient bookings, improve clinic utilisation during off-peak periods, and strengthen long-term digital visibility.
The challenge extended beyond simply generating leads.
Healthcare decisions, particularly for chiropractic treatment, are often accompanied by hesitation. Prospective patients frequently research multiple providers before booking, comparing reviews, pricing, treatment approaches, clinic locations, and practitioner credibility. Many also carry misconceptions about chiropractic care itself, questioning whether treatment is painful, how many sessions are required, or whether they will face aggressive package sales.
At the same time, competitors were investing heavily in Google Ads, SEO, patient testimonials, and local search visibility, making it increasingly difficult to stand out during the critical moments when patients were actively searching for treatment.
From a technical perspective, conversion tracking was also limiting campaign performance. Existing Meta Pixel implementation captured only basic browser events, restricting audience building, reducing optimisation signals for Meta's algorithm, and limiting Brew's ability to accurately measure patient journeys and retarget high-intent prospects.
The opportunity was to build a digital acquisition system that could capture existing demand, nurture patient confidence, and continually improve campaign efficiency over time.
High Patient Hesitation & Misconceptions
Healthcare decisions, particularly for chiropractic treatment, are often accompanied by hesitation. Prospective patients frequently research multiple providers before booking, comparing reviews, pricing, treatment approaches, clinic locations, and practitioner credibility. Many also carry misconceptions about chiropractic care itself, questioning whether treatment is painful, how many sessions are required, or whether they will face aggressive package sales.
Intense Market & Local Search Competition
Competitors were investing heavily in Google Ads, SEO, patient testimonials, and local search visibility, making it increasingly difficult to stand out during the critical moments when patients were actively searching for treatment.
Conversion Tracking & Signal Deficits
Existing Meta Pixel implementation captured only basic browser events, restricting audience building, reducing optimisation signals for Meta's algorithm, and limiting Brew's ability to accurately measure patient journeys and retarget high-intent prospects.
Our Strategy
Our Approach
1. Building a Full-Funnel Patient Acquisition Strategy
Unlike retail purchases, healthcare decisions rarely happen after a single advertisement. Patients often move through multiple stages: recognising symptoms, researching treatment options, comparing providers, reading reviews, and only then deciding to book a consultation.
Recognising this behaviour, Brew developed an integrated digital strategy spanning Google Ads, Meta Ads, SEO, and content, ensuring Total Health Chiropractic remained visible throughout the entire patient journey.
Rather than relying on isolated campaigns, every channel was designed to play a distinct role, from creating awareness and educating prospective patients to capturing high-intent searches and converting them into booked consultations.
2. Google Ads to Capture Patients at Their Moment of Intent
Search remained the cornerstone of the acquisition strategy because it reaches users actively looking for chiropractic care.
Brew restructured Google Ads around commercially valuable search intent, focusing on patients searching for chiropractors, treatment-specific services, and location-based queries across Singapore.
Brew developed high-intent Google Search ads that positioned Total Health Chiropractic prominently during treatment-related searches, helping convert patient intent into consultation enquiries.
Campaign optimisation included:
- Search campaign restructuring
- Performance Max optimisation
- Keyword refinement
- Search ad experiments
- Same-day appointment messaging
- Sitelink optimisation
- Continuous budget reallocation towards the strongest-performing campaigns
Rather than treating every search equally, Brew prioritised the moments when users were most likely to convert.
Healthcare search behaviour is highly intent-driven. Patients searching terms like "chiropractor near me" or "back pain treatment Singapore" are already looking for solutions. Capturing this demand allows clinics to reach prospective patients when booking intent is at its highest.
3. Meta Advertising to Build Trust Before Patients Book
While Google captures existing demand, Meta plays an equally important role in influencing patients who are still considering treatment.
Brew developed a structured full-funnel Meta strategy spanning:
- Awareness campaigns
- Traffic campaigns
- Lead generation campaigns
- Remarketing campaigns
Creative themes focused on relatable patient experiences rather than clinical messaging, including:
- Office workers with chronic back pain
- Family chiropractic care
- Senior mobility
- Patient testimonials
- Promotional consultations
- Everyday posture and lifestyle issues
Retargeting audiences included previous website visitors, booking page visitors, treatment page visitors, social media engagers, and video viewers.
Patients often need reassurance before choosing a healthcare provider. Educational content, authentic patient stories, and repeated brand exposure help reduce uncertainty, build familiarity, and increase confidence before a booking decision is made.
4. SEO Strategy to Turn Paid Search Insights into Long-Term Growth
Alongside paid media, Brew conducted a comprehensive SEO audit to strengthen Total Health Chiropractic's long-term organic visibility.
While branded rankings were already performing well, the greatest opportunity lay in commercial, high-intent searches, such as:
- Chiropractor Singapore
- Chiropractor near me
- Location-based chiropractic searches
- Treatment-related keywords
Rather than treating SEO separately from paid media, Brew used Google Ads performance data to identify the search terms that were consistently generating enquiries.
These insights informed ongoing SEO priorities, allowing optimisation efforts to focus on keywords with proven commercial value rather than search volume alone.
Paid media delivers immediate visibility, while SEO builds sustainable growth. Aligning both strategies ensures the business becomes increasingly discoverable in organic search, reducing long-term reliance on advertising spend.
Results
Proven Performance & Growth
Beyond generating enquiries, the campaign strengthened Total Health Chiropractic's overall digital presence. Improved visibility, higher-quality leads, and stronger downstream conversion rates demonstrated that the strategy was not only attracting more prospective patients, but attracting the right ones, creating a scalable foundation for continued clinic growth.
- Google Ads generated 314 qualified patient enquiries and translated 43 of them into confirmed, booked appointments, making Search the clinic's most effective channel for reaching people actively looking for a chiropractor.
- The clinic's visibility in relevant searches reached 92%. In simple terms, this means that out of every 100 searches where the clinic could have appeared, it now shows up in 92 of them, leaving far fewer chances for competing clinics to be seen first.
- Engagement metrics reinforced the campaign success. Visitors spent 32% longer on the website after clicking through from search, and Google Search Ads achieved a 97% engagement rate, indicating that both the messaging and the landing page experience were doing an excellent job of capturing genuine patient interest rather than just clicks.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
