Healthcare Growth Marketing

Growth Honcho · Account Manager · 15 healthcare clients, mostly orthodontic and dental practices · Remote

At Growth Honcho, I managed a portfolio of 15 healthcare clients, primarily orthodontic and dental practices. My role sat at the intersection of client strategy, analytics, project management, SEO, websites, paid media and execution.

I pulled and interpreted performance data, built client-facing reports, identified opportunities and issues, translated metrics into business language, coordinated work across specialists, and helped turn performance signals into priorities for the following month.

Reporting & measurement Local search Client strategy Cross-functional execution

Signal: Supported directly by the source data
My read: My interpretation of the signal
Next question: What I would check or prioritize next
Action: What the source shows I did; Every figure is redrawn from the original account reporting. Teal marks the signal; grey is the comparison; competitor names are anonymized.

Reporting & measurement

Healthcare practices have data spread across Google Analytics, Google Business Profile, search rankings, paid advertising, website leads, internal scorecards and practice-management reports. Collecting it was the easy part. The job was to understand what it said, tell the story clearly, and turn it into the next month’s work.

Reach and visits both rose

Rather than sending clients a dump of analytics, I distilled each month into the few signals that mattered. For Damon Orthodontics in October 2024, two of them were reach and site visits.

Figure 1 Damon Orthodontics, October 2024

Google visibility (impressions)

92,147→136,642+44,495 calc.

Website visitors

1,204→1,506+302

Source: October 2024 Growth Report, values as recorded. Visibility compares against the report’s prior-year figure; visitors compare September with October. The +44,495 difference is calculated from those two values. Separate scales.

Signal
Visibility of 136,642 against a prior-year figure of 92,147. Website visitors of 1,506 in October against 1,204 in September.
My read
Reach and visits moved the right way. Neither figure says whether new patients followed, which is why the empty scorecard mattered (Figure 7).

Demand that can start before a site visit

Business Profile interactions are actions taken from the Google listing itself.

Figure 2 Damon Orthodontics, Google Business Profile

472Business Profile interactionsOctober 1–31, 2024

+10.5% vs. October 2023

Source: Google Business Profile, October 2024. The source reports the total and the year-over-year change only; it does not show the October 2023 count or a breakdown by interaction type.

Signal
472 interactions in October 2024, up 10.5% on October 2023, as reported by Google.
My read
Business Profile interactions can happen without a site visit, so I read them alongside website traffic rather than treating the website as the whole funnel.
Next question
How many of those interactions were calls, and did the front desk log them as new-patient calls?

The reporting model I worked within

Traffic is one layer. Monthly reporting followed a practice’s marketing from the first impression down to production.

Figure 3 Monthly reporting model

VisibilityGoogle impressions, Maps and keyword rankings
EngagementWebsite visitors, Business Profile interactions, calls
AcquisitionLeads, forms, ad conversions
Practice funnelConsultations, conversion rate, patient starts
Business outcomeProduction and revenue

Next actionSEO · website · advertising · content · follow-up · practice strategy

Growth Honcho’s reporting structure, summarized by me. The metrics available varied by practice and data completeness.

Local search

Local SEO for an orthodontic practice is concrete. Prospective patients search high-intent terms, compare nearby practices, check Maps listings, visit websites and call. These are examples of search visibility and website performance I monitored while managing healthcare accounts at Growth Honcho.

First and third in the local pack, in two markets

Coastal Orthodontics in Virginia Beach on the category’s core term, and in Chesapeake on a treatment term.

Figure 4 Coastal Orthodontics, Google local pack positions

Virginia Beach, VA 23454Search: “orthodontics”

1Coastal Orthodontics70

2Practice B659

3Practice C139

Chesapeake, VA 23322Search: “braces”

1Practice D382

2Practice E31

3Coastal Orthodontics71

Source: Google local results captured in 2024. Each position reflects one search from the location shown. Competitor names anonymized. Review counts share one scale across both markets.

Virginia Beach

Signal

Coastal Orthodontics is first in the local pack for “orthodontics,” with 70 reviews against 659 for the practice listed second.

My read

The listing is first despite a much smaller review count than the practice below it. I’d treat that review-volume gap as a competitive vulnerability worth watching.

Chesapeake

Signal

The Chesapeake office is third in the local pack for “braces.”

My read

Third is the last of the three spots shown. It puts the office in front of people searching for treatment, and it is the most exposed position in the pack.

Next question

Which treatment terms does this office appear for in the pack, and which does it miss?

Traffic up, views down

Figure 6 Coastal Orthodontics website, change vs. the preceding 30 days

Acquisition

New users≈4K in the period

+5.8%

Sessions≈4.3K in the period

+4.5%

Depth

Views≈5.3K in the period

−4.8%

Activity

Event count≈18K in the period

+0.9%

Source: Google Analytics 4, Oct 15 – Nov 13, 2024, against the preceding period. Values as displayed by GA4.

Signal
New users rose 5.8% and sessions 4.5%, while views fell 4.8%.
My read
Traffic increased, but page depth appears weaker: users and sessions rose while views fell.
Next question
Which pages are they landing on, and do those pages lead to a call or a consult request?

Client strategy

A large part of my role was translating analytics into language a practice owner or team could use. Rankings, impressions, CPC, sessions and conversions matter. Clients cared about whether more prospective patients were finding the practice, contacting the office, scheduling consultations and starting treatment.

The October report, as a client insight memo

How a month’s reporting reached the practice: what happened, what mattered, what we could not see yet, and what came next.

Figure 7 Damon Orthodontics, October 2024

October 2024

Damon Orthodontics

Monthly growth report, written by me at Growth Honcho and delivered to the practice in Asana.

Reconstructed for this portfolio from the October 2024 report.

What happened

Google impressions reached 136,642, against a prior-year figure of 92,147. Website visitors rose from 1,204 in September to 1,506. The Business Profile logged 472 interactions, 10.5% above October 2023.

What mattered

Reach and visits moved the right way. Neither figure says whether new patients followed.

What we could not see

VisibilityReported

EngagementReported

AcquisitionNot in this report

Practice funnelScorecard empty

Business outcomeScorecard empty

The practice’s scorecard came back empty that month, so the report could show reach but could not connect it to leads, consultations or starts.

Action I flagged the gap in the report and asked the practice to fill in the scorecard.

What came next

Ongoing SEO optimizationOptimizing existing pages, improving content and refining on-page SEO.
Local SEO enhancementsBuilding local citations, improving local map visibility and keeping business listings consistent.

Action I set out these two focus areas for the coming month in the report.

Saying it in the client’s language

Plain-language versions of figures from the Damon Orthodontics report.

Search impressions: 136,642

Your practice showed up on Google 136,642 times in October.

Users: 1,506 (September: 1,204)

302 more people visited your website in October than in September.

Business Profile interactions: 472

People interacted with your Google Business Profile 472 times in October.

Scorecard: no data

Fill in this month’s scorecard and we can connect these visits to consults and starts.

Cross-functional execution

I owned the client-account layer. Depending on the account, that covered local SEO, website improvements, content, Business Profile visibility, paid media performance, promotions, reporting, onboarding and monthly planning.

What I owned, and what I coordinated

I owned

Gathering and interpreting performance data
Writing monthly growth reports
Client communication and growth conversations
Prioritizing work and monthly planning
Asana workflows and client onboarding

I coordinated with specialists

Technical and on-page SEO
Local citations and Google Business Profile
Website updates and maintenance
Content
Paid media and promotions

The monthly loop

Figure 8 How each account’s month ran

Monthly reportWhat changed and why it matters
Growth meetingReviewed with the practice
Priorities in AsanaOwners and tasks for the month
Specialists executeSEO, web, paid media, content
Next reportDid the work move anything?

Growth Honcho’s monthly process, from its reporting template. It describes how accounts ran, not one account’s history.

The resume covers the roles, scope and tools behind this work.

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