Behavioral Health Network × AYMI

A multi-state behavioral-health group - psychiatry and therapy, in-person and telehealth, dozens of locations and 500+ accepted insurances - was growing by adding clinics faster than it could fill them. Demand existed in every market, but acquisition ran as one national brand layer: a single ad account, a thin website, and condition pages that ranked nowhere. A patient searching "anxiety therapist near me" or "psychiatrist that takes Medicaid" rarely found a clinic that was, in fact, ten minutes away and in-network.

The brief was structural: stop treating patient acquisition as one funnel and rebuild it as a location-and-condition system - so every clinic, service line, and insurance combination had its own front door, measured to booked-and-kept intakes rather than form fills.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Mapped demand by location, condition, and insurance across every market the group served. Modeled the intake journey from first search to booked appointment to kept first visit, exposing where eligible patients dropped - usually at "is this clinic near me and does it take my plan?", a question the site never answered on the page that ranked.

2. Step 02Strategy

   Built a three-layer growth plan off one intent map: local SEO (a real, indexable page per location x service x major insurance), a condition-content engine (ADHD, anxiety, depression, PTSD, bipolar, postpartum) that earned organic demand upstream of intent, and intent-tiered paid search + social that bought only the high-intent, in-network gaps SEO had not yet captured. Conversion goal set to booked intake, not click.

3. Step 03Creative

   A modular content + creative system templated thousands of location-and-service pages from one trust-led brand frame - plain-language symptom guidance, accepted-insurance clarity, telehealth-vs-in-person options, and a single clear booking action - while keeping clinical and compliance copy in register. Editorial condition guides anchored topical authority; paid creative flexed by condition and cohort without leaving the brand.

4. Step 04Launch

   Rolled out across organic (technical SEO, location schema, content publishing), paid search, paid social, and lifecycle, with booking-completion and insurance-verification events instrumented per location and service line for clean attribution. New-clinic launches got a repeatable playbook: pages, local listings, and a paid ramp that filled the schedule from week one.

5. Step 05Optimize

   Weekly reviews against booked-and-kept intakes by market, not raw leads. Paid spend pulled out of markets where organic had matured and redirected to new-location ramps and underserved service lines; content iterated against the condition queries actually converting; the retargeting layer reseeded from intake-starters rather than site visitors.

New-patient intakes rose 260% across the network while cost per booked intake fell 44% - because organic captured the durable, in-network demand and paid stopped re-buying patients SEO already owned. Organic sessions climbed 315% as the location and condition pages compounded, and insurance-verified bookings lifted 68% once the funnel answered the coverage question on the page that ranked.

The system now ships with every new clinic opening: a location-and-condition page set, local listings, and a paid ramp that fills the schedule on day one rather than month six.