CentrumLB · Specialist pain medicine
How CentrumLB rebuilt specialist visibility around high-value pain treatments
A clinic redesign and visibility programme that created a standout high-intent treatment cluster while revealing where migration recovery was still needed.
- Duration
- Multi-stage visibility and website programme
- Market
- Poland
- Services
- AI visibility strategy · Patient-intent content · Website information architecture · Conversion journey · Demand-led treatment strategy
- Growth for a high-intent treatment
- 420%
- More visibility for the treatment
- 304%
- Growth for the exact treatment search
- 1,218%
Daily clicks to content about stellate ganglion block grew by 420%. The new structure gives patients both an educational article and a focused treatment-method page, allowing the clinic to meet research and treatment intent separately.
Daily Google search appearances for the stellate ganglion block content grew by 304%—more than quadrupling the clinic's visibility around this specialist treatment.
Daily clicks from the exact Polish search for stellate ganglion block grew by 1,218%—more than thirteen times the previous rate. This shows that the clinic gained visibility for people already researching the specific procedure.
The transformation
From difficult to discover to easier to understand and contact
The clinic already appeared in some relevant results, but visibility was inconsistent and did not yet reflect the depth of its specialist expertise. In neurological pain, that gap matters: patients often search while uncertain about the diagnosis, use several names for the same condition and need unusually strong reassurance before choosing a specialist.
Before
- Visible, but not consistently recommended
The clinic could be found for some pain-treatment searches, yet it was not reliably presented as the leading answer when patients asked for specialist help.
- Complex patient language
Patients describe the same need in different ways—from klasterowe bóle głowy and zespół Hortona to neuralgia trójdzielna and treatment questions about kriolezja.
- A high-trust medical decision
People researching severe or recurring pain may already have seen several clinicians. A generic clinic description does little to establish whether the team understands their particular condition.
- Conditions and methods were difficult to connect
A patient may begin with a symptom or diagnosis while another begins with a procedure name. The information architecture needed to connect both routes without expecting medical expertise from the visitor.
- A broad treatment mix
The website had to support demand across the clinic while making it easier to identify which specialist treatments created the strongest patient and business impact.
What changed
The work connected AI discoverability, clinical authority, patient-friendly information and a clearer route to an appointment. It treated the website as a model of the clinic's expertise—not simply a collection of pages.
- Built a four-topic specialist map
Structured the clinic's expertise around klasterowe bóle głowy, zespół Hortona, neuralgia trójdzielna and kriolezja, including the relationships between alternative terminology, conditions and treatment intent.
- Modelled how patients actually search
Connected diagnosis-led, symptom-led, specialist-recommendation and procedure-led questions so that different language could still lead to the appropriate clinical expertise.
- Separated conditions from treatment methods
Created clearer routes for people who know what condition they have and for those researching what treatment may be available.
- Strengthened clinical trust
Brought the physicians, their expertise and the clinic's treatment approach forward instead of relying on a generic institutional introduction.
- Made answers easier to retrieve
Created one place for common questions about visits, treatments, safety and practical details.
- Reduced friction before contact
Made appointment booking, practical patient information and the route to the clinic visible as part of the decision journey.
- Connected demand with strategic focus
Used the emerging demand pattern to help the clinic prioritise treatments with stronger clinical impact and business value.
Measured results
Explore the evidence
The strongest measurable result appeared around stellate ganglion block, a specialist treatment with clear patient and commercial relevance. The new website supports the topic with separate educational and treatment pages, helping CentrumLB become substantially more visible when people research the procedure and look for somewhere to receive it.
Selected result
Growth for a high-intent treatment
Daily clicks to content about stellate ganglion block grew by 420%. The new structure gives patients both an educational article and a focused treatment-method page, allowing the clinic to meet research and treatment intent separately.
How this was measured
- Source
- Google Search Console, legacy and current website properties, Pages.csv
- Comparison
- Daily performance across each property's active export period
- Method
- Grouped the corresponding legacy and current URLs, calculated clicks per active day and compared the normalized rates. This avoids presenting the shorter post-migration export as if it covered the same number of days.
- Data retrieved
- 2026-07-25
- Limitation
- The page exports cover different seasons and do not measure enquiries, appointments or revenue. The result demonstrates concentrated search growth for this treatment area, not growth across the whole website.
Reported business effect
What changed beyond the traffic numbers
These outcomes describe the operational effect reported by the client. Their evidence and current limitations are disclosed separately from measured analytics.
01 · Category recognition
CentrumLB moved from appearing somewhere in the results to being repeatedly surfaced as a cited and recommended specialist clinic for the monitored topic area.
Evidence and limitations
- Source
- Client-reported project outcome
- Comparison
- Observed visibility before the programme versus the current recommendation pattern
- Basis
- The client described a clear change in how prominently the clinic appeared across the monitored specialist questions.
- Limitation
- A repeatable prompt set, platforms, observation dates, locations and screenshots are still needed to quantify citation and first-recommendation rates.
02 · Demand across treatments
The client reported increased demand across the treatment portfolio rather than growth being isolated to a single page or procedure.
Evidence and limitations
- Source
- Client-reported operational outcome
- Comparison
- Demand pattern before and after the visibility programme
- Basis
- The reported effect was observed through clinic enquiries and treatment demand.
- Limitation
- Comparable enquiry, consultation or procedure counts by treatment have not yet been supplied.
03 · A sharper clinic model
Greater demand gave the clinic room to restructure and concentrate more deliberately on treatments combining strong patient impact with sustainable business value.
Evidence and limitations
- Source
- Client-reported strategic outcome
- Comparison
- Treatment mix before restructuring versus the clinic's subsequent strategic direction
- Basis
- The business effect was a change in what the clinic could prioritise, not only an increase in website visibility.
- Limitation
- The prioritised treatment, capacity allocation and before-and-after treatment or revenue mix still require client confirmation.
Customer journey
How discovery becomes an enquiry
The strategy followed the path from uncertainty about severe pain to a credible specialist recommendation and an appropriate consultation. It supports patients who know the diagnosis as well as those who only recognise the symptoms or a possible procedure.
Website transformation
A clearer experience built around real visitor needs
The redesign was more than a visual refresh. It changed how quickly visitors could understand the offer, navigate the content and connect with the people behind the service.
Clearer homepage
- Clearer treatment-led structure
- Improved readability
- Stronger physician presence
- More visible appointment path
- What changed
- The homepage was rebuilt around a concise treatment proposition, clearer navigation, a prominent specialist physician and direct routes to treatment information and appointment booking.
- Why it changed
- The previous page led with a long institutional description and a broad navigation system. The new hierarchy needed to communicate specialist relevance and human credibility much earlier.
- How it helps visitors
- Patients can understand what the clinic treats, who will support them and how to take the next step without working through a dense block of general information.
Helpful content
Answers before the first visit
The new questions-and-answers page helps patients understand what to expect before they contact the clinic. It also gives search and AI systems clear, focused answers.
- First-visit guidance
- Treatment questions
- Safety information
- Polish and English
01
Common questions in one place
Patients can quickly check what to bring, how the first consultation works, what to expect from treatment and other practical details before booking.
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