Spectra Cure Clinic Dubai
Rebuilding a clinic group around one number: booked appointments.
The business
An autism and ADHD specialist centre in Dubai, working across neurodevelopmental and mental-health conditions with a nutritional-psychiatry approach. Highly specialised, highly considered, and sold to parents who research for months before they book.
The brief
Marketing spend was producing lead volume. It was not producing patients, and nobody could prove which channel produced a booking.
What was in the way
- Lead volume looked healthy, but attribution stopped at the form, nobody could connect an ad click to an appointment that actually happened.
- Enquiries arrived on WhatsApp and then sat. First response was measured in hours, not minutes, in a category where parents contact four clinics at once.
- Autism, ADHD and behavioural therapy were all being marketed with the same generic message, despite being completely different buying decisions.
- Two markets, two languages and two websites, with no shared measurement standard between them.
What I did
Rebuilt the measurement layer before touching anything else
Meta Pixel plus Conversions API, GA4 and GTM, wired through to the CRM so a booking in the clinic diary reconciles against the campaign that produced it. No budget decision was made until the numbers could be trusted.
Built a WhatsApp-first funnel with a response-time SLA
For Gulf audiences a chat converts several times better than a form. Automation, qualification questions and booking hand-off were designed as one flow, and the sales team was held to a first-response target.
Separated the verticals completely
Autism, ADHD, behavioural therapy and rehabilitation each got their own campaign structure, landing pages and creative language, because a parent researching autism support is not the same buyer as a wellness walk-in.
Rebuilt the site bilingually, 54 pages
English and Arabic with correct RTL typography, hreflang, localised schema, and page structures designed around the single decision each page has to trigger.
Restructured the team into lanes
Media, performance, content and CRM organised with one reporting rhythm, so execution stopped depending on any one person being available.
What changed
The mandate covers strategy and operations end to end: patient acquisition, retention and revenue growth across a multi-location group.
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