Named Cardiac Specialist — Fractional CGO Engagement

Client profile: Named interventional cardiologist · private practice in Mumbai (Bandra) + consultant affiliation at 2 hospitals · 22 monthly named-brand consultations at engagement start · strong reputation within hospital referral networks · no digital presence beyond a 3-page website · no YouTube, no Instagram, no systematic GP referral programme.

The brand equity that wasn't converting

Dr [Anonymised] had built 18 years of clinical reputation — interventional cardiology, structural heart disease, TAVI and MitraClip procedures. His referring network knew him. His hospital affiliates referred to him. But his digital footprint was minimal, and his patient volume had plateaued at 22–24 monthly consultations despite strong professional reputation.

The question Rohit put to him in the diagnostic call: "How many of your monthly consultations are from patients who found you specifically — not from GP referrals or hospital routing?"

The answer: 5–7. The rest arrived through referral infrastructure he did not own.

The Fractional CGO engagement structure

Rohit engaged as Fractional CGO for 24 months. The engagement covered:

Personal brand architecture (months 1–3):

• Doctor bio page rebuild (1,800 words, Person schema with sameAs verification chain — LinkedIn, hospital profile, PubMed Author ID for published cardiology research)
• YouTube channel: "Dr [X] — Interventional Cardiology" (not clinic-branded — personal brand)
• YODA research: 14 under-served patient questions identified in structural heart disease and complex coronary intervention categories
• First 4 videos scripted, produced, and published by month 3 (NMC educational carve-out format throughout)

GP referral digital programme (months 2–6):

• 180 cardiologist-adjacent GPs and internists in Bandra-Khar-Santacruz-South Mumbai catchment identified via professional directories
• Monthly WhatsApp clinical education: structural heart disease updates, TAVI candidacy criteria, ECG interpretation edge cases — ICG-drafted, Rohit-approved, Dr [X]-sent
• Dedicated GP referral WhatsApp number with 30-minute response SLA
• Reciprocal referral protocol: post-cardiac patients returned to GP with detailed discharge summary and follow-up protocol

AEO programme (months 3–8):

• FAQPage schema on all website pages
• "TAVI cost in India", "TAVI vs open heart surgery India", "best TAVI surgeon Mumbai" — cost transparency and comparison pages built
• AIO Intel Tool monitoring: which of the 80 target cardiology queries Dr [X] was appearing in

International patient programme (months 4–12):

• Gulf-targeted Meta campaign: UAE and Saudi Arabic + English creative targeting the Indian diaspora demographic (Gulf Telugu and Marwari communities in UAE) researching cardiac surgery in India
• Cost comparison page: India TAVI cost vs UAE equivalent (₹6.5–9 lakh vs AED 120,000–180,000)
• WhatsApp Arabic-language 4-Bot first response for Gulf enquiries

Outcomes at 12 and 24 months

Month 12:

• Monthly consultations: 22 → 47 (+114%)
• Consultation source breakdown:
• YouTube organic: 14/month (YODA attribution via video-specific WhatsApp links)
• LLM citation (ChatGPT/Perplexity/AIO): 8/month (TAVI-related queries)
• GP referral programme: 12/month (from 18-year relationship network now systematically maintained)
• Direct/other: 13/month (branded search growth, hospital walk-ins)
• International patients (Gulf): 3–4/month
• AIO citation rate: 22% of 80 target cardiology queries citing the website

Month 24:

• Monthly consultations: 74 (+236% from baseline)
• International patients: 40% of monthly consultations at international pricing premium (Gulf + UK diaspora)
• YouTube: 28 organic consultations/month (channel at 18,400 subscribers)
• LLM citation rate: 28% of target queries
• Branded search volume (Google): +340% from engagement start