8 recommendations — 4 high priority
Implement a two-channel review request system: (1) in-clinic QR code cards at reception and in waiting areas linking directly to each location's Google review page, and (2) a post-appointment SMS sent within 2 hours of the patient's visit with a personalised message referencing their specific scan type. Train all reception staff to verbally invite satisfied patients to share their experience online before they leave. Prioritise Essendon (2 reviews) and Lalor (12 reviews) as urgent. Set a 30-day target of 10 new reviews per location.
Estimated Impact
Essendon reaching 20+ reviews within 30 days would significantly improve local search visibility; across all locations, doubling review volume would improve Google Maps ranking and organic click-through rates by an estimated 20–35% based on local SEO benchmarks
Create separate Google Ads campaigns for each clinic location targeting high-intent local search terms. Melton: 'bulk bill CT scan Melton', 'X-ray Melton bulk billing', 'radiology Melton walk in'. Mill Park: 'ultrasound Mill Park', 'pregnancy scan northern suburbs bulk bill', 'CT scan Epping'. Lalor: 'obstetric ultrasound Lalor', 'bulk bill ultrasound Thomastown', 'pregnancy scan Lalor'. Essendon: 'radiology Essendon', 'bulk bill X-ray Essendon', 'ultrasound Moonee Ponds'. Use ad copy that leads with 'Bulk Billed | Same-Day Results | Walk-Ins Welcome' and include location-specific callout extensions. Set a minimum budget of $50/day per location during the launch phase.
Estimated Impact
Estimated 40–60 new patient enquiries per month per location at a projected cost-per-acquisition of $15–$25, with highest ROI expected in Melton (low competition) and Essendon (new facility needing volume)
Immediately draft and publish professional responses to: (1) the 1-star blank review from Mohan Kumar at Melton — acknowledge the rating, express genuine concern, and invite direct contact; (2) the 1-star review from Hawraa Zobady at Lalor — specifically acknowledge the wait time issue, apologise for the experience, and confirm process improvements. Responses should be warm, non-defensive, and signed off by the clinic manager by name. This demonstrates accountability to prospective patients reading reviews and can partially mitigate the rating impact of negative reviews.
Estimated Impact
Professional review responses have been shown to increase conversion rates from review page visitors by 15–20%, and demonstrate to prospective patients that United Radiology takes patient experience seriously
Develop a targeted email campaign for GPs in postcodes 3020 (Sunshine — Capital Radiology's weak territory), 3058 (Coburg — I-MED John Fawkner), and 3083 (Bundoora — I-MED Bundoora). The email should highlight: same-day results delivery via secure digital portal (vs I-MED's 10-day turnaround and Capital Radiology's fax-only policy), bulk billing for all eligible Medicare services, walk-in availability for urgent patient needs, and a direct phone line for GP liaison. Include a one-page PDF referrer guide with each clinic's services, contact details, and bulk billing scope. Target 50 GP practices per catchment in the first wave.
Estimated Impact
Each new GP referrer relationship generates an estimated 5–15 patient referrals per month; converting 10 GPs per catchment could generate 50–150 additional monthly patient visits across the network
Create a weekly social media series profiling named staff members who appear in reviews — starting with Jas (Lalor sonographer), Eva (Lalor/Mill Park reception), Sebastian (Mill Park radiologist), and Gianna (Melton reception). Each post should include a short staff bio, their favourite part of working at United Radiology, and a patient-approved quote or sentiment (not identifying specific patients). This humanises the brand, reinforces the personal service differentiator, and gives community members a reason to choose United Radiology by name. Post on Facebook (primary for the 35–65 demographic in these suburbs) and Instagram.
Estimated Impact
Staff spotlight content typically generates 3–5x higher organic engagement than service-focused posts, building brand affinity and increasing the likelihood of direct bookings from community members who feel a personal connection to the team
Set up Google Ads campaigns bidding on competitor brand and location terms including 'Capital Radiology Sunshine alternative', 'I-MED Bundoora', 'Vision Radiology Reservoir wait times', and 'radiology near me northern suburbs'. Use ad copy that emphasises United Radiology's key advantages: 'No Long Waits | Bulk Billed | Same-Day Results | Locally Owned'. Ensure landing pages are location-specific and include a prominent online booking or call button. Monitor Quality Scores and adjust bids based on conversion data after the first 2 weeks.
Estimated Impact
Competitor conquest campaigns typically achieve lower Quality Scores but can capture high-intent patients actively searching for alternatives; estimated 15–25 additional monthly enquiries per location at a cost-per-click of $3–$8
Create dedicated landing pages for each clinic location (e.g., unitedradiology.com.au/melton, /mill-park, /lalor, /essendon) with suburb-specific content including: services available at that location, bulk billing confirmation, opening hours, parking and public transport information, and embedded Google Maps. Include schema markup for LocalBusiness and MedicalClinic. Each page should target 3–5 primary local search keywords and include a patient testimonial section pulling from real Google reviews (with permission). This will significantly improve organic search rankings for location-specific queries.
Estimated Impact
Location-specific landing pages with proper local SEO can improve organic search ranking for suburb-level queries by 2–5 positions within 60–90 days, reducing reliance on paid advertising for local traffic
Develop a formal referral partnership program targeting maternal and child health nurses, midwives, and OB/GYN practices in the Melton, Mill Park, Lalor, and Essendon catchments. Provide co-branded patient information cards about obstetric ultrasound services, bulk billing, and the warm, personalised experience offered by sonographers like Jas. Attend local GP education events or host a small referrer morning tea at the Mill Park or Lalor clinic to build face-to-face relationships. Leverage the strong obstetric reviews as social proof in all referrer-facing materials.
Estimated Impact
Establishing 5–10 maternal health referral partnerships per location could generate 20–40 additional obstetric ultrasound bookings per month, building a high-loyalty patient segment that returns for multiple scans throughout pregnancy