Case Study: HasanSurgery.com – Dubai
Client: Hasan Surgery, Dubai
Consultant Surgeon: Dr. Hasan Ali
Engagement Since: 2018
Scope of Work: SEO Recovery, Website Redevelopment, Conversion Optimisation, Google Ads
About the Client
Hasan Surgery is a Dubai-based aesthetic and plastic surgery clinic headed by Dr. Hasan Ali, a surgeon with years of hands-on experience in cosmetic and reconstructive procedures. Located in the UAE, the clinic serves patients from across Dubai, the wider GCC, and international medical tourists. Due to the nature of their services, online visibility and patient trust play a direct role in business growth.
The Situation
In 2018, Hasan Surgery approached Digital Minds Dubai after noticing a steady fall in organic enquiries and a visible drop in search engine rankings. Organic traffic had been one of their core sources of new patients, and its decline was beginning to affect monthly consultation volumes.
At the same time, their ongoing Google Search campaigns were not producing satisfactory results. Despite consistent ad spend, conversions remained low and cost per lead was rising.
Key Problems Found
Our technical and marketing audit identified several underlying issues that had developed over time:
- Multiple service pages were targeting similar keywords, causing internal competition and ranking instability
- The website structure had no clear hierarchy, making it difficult for both users and search engines to navigate
- The mobile experience was outdated and slow, which is critical for healthcare searches in the GCC region
- Trust elements expected from a medical clinic in Dubai were weak or missing
- Paid traffic was being sent to generic pages with poor conversion flow
These combined issues were weakening both organic visibility and paid campaign performance.
Our Work
We rebuilt the foundation of the website and its SEO framework before scaling any further marketing activity.
Our work included:
- Cleaning up keyword overlap and restructuring all major treatment pages with defined search intent
- Redesigning the website with a mobile-first layout, faster load speed, and simplified patient navigation
- Rebuilding the site architecture to match how patients in the UAE typically search for procedures
- Strengthening medical trust through content structure, doctor credentials, internal linking, and clear service presentation
- Redesigning inquiry forms and call-to-action placement to improve consultation requests
All work was carried out in line with UAE healthcare marketing sensitivities and Google’s medical content quality guidelines.
Results
The impact of these changes became clear soon after the new website went live.
Measurement Period:
Comparison of the previous 12 months of data against the first 2 months after launch.
- Organic conversion rate increased by 233%
- Core treatment keywords began recovering their first-page positions
- Mobile engagement improved significantly with a visible reduction in bounce rate
- Time spent on service pages increased
- Enquiry quality improved, with patients showing clearer treatment intent
The website shifted from being a weak digital presence to a stable source of consistent patient enquiries.
Google Ads & Lead Funnel Work
After the organic recovery, Hasan Surgery assigned us the responsibility of managing their Google Search advertising.
Instead of sending paid traffic to the main website pages, we created procedure-specific landing pages aimed purely at lead generation. Each campaign followed a structured funnel strategy based on patient search behaviour in Dubai and nearby GCC markets.
This resulted in:
- Lower cost per enquiry
- Higher paid traffic conversion rate
- More consistent monthly lead flow
- Improved return on ad spend
With a strong website foundation already in place, paid marketing became significantly more efficient.
Ongoing Relationship
What began as a recovery project later developed into a long-term working relationship. The success of the SEO and website revamp built enough confidence for the client to expand our role into paid media management.
Today, Hasan Surgery continues to benefit from a structured digital system that supports both organic growth and predictable paid lead generation in a highly competitive healthcare market.
Client Feedback
“We had lost much of our online visibility before working with Digital Minds Dubai. Their team rebuilt our website properly and corrected the issues that were holding us back. The improvement in both organic enquiries and Google Ads performance has had a direct impact on our practice.”
– Management, Hasan Surgery, Dubai
Project Summary
This project reflects how technical SEO correction, user-focused website design, and properly planned paid media can restore growth for a healthcare brand operating in the GCC.