—Healthcare marketing · India

Your patients are searching for the price. Almost nobody answers them.

Add the word “cost” to a treatment and the search goes from unwinnable to wide open. Across nine treatments we tested, median difficulty fell from 61 to 0 — and almost no hospital in India has the page.

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Week 1: psa 12 meansWeek 1psa 12 meansA number on a report.No hospital involvedyet.Week 2: psma pet scanWeek 2psma pet scanA test has been named.They do not know whatit is.Week 3: psma pet scan cost delhiWeek 3psma pet scan costdelhiNow it is money.Someone will answerthis. Probably notyou.Week 4: psma pet scan vs bone scanWeek 4psma pet scan vsbone scanComparing. Stillnobody from yourhospital in the room.Week 5: best nuclear medicine doctor gurgaonWeek 5best nuclearmedicine doctorgurgaonChoosing a person.Week 6: they callWeek 6—They call. Mostmarketing budgetsstart here.
One patient, six weeks, before anyone calls your hospital. Reconstructed from the live search terms in a prostate pathway. Most marketing budgets act in week six. Everything that decides the choice has already happened by then.
01The finding

In nuclear medicine, demand is not spread across the patient journey at all.

We brief every client on three questions — the disease, the diagnostics, and the doctor’s actions. We assumed search demand would be spread across all three. It is not.

SEARCHES PER MONTH · INDIA · NUCLEAR MEDICINE & THERANOSTICSDisease: 5,300 searches per month, KD 34–52DiseaseWhat is a neuroendocrine tumour?5,300KD 34–52Held by Mayo Clinic and the NCI. You will not win this.Diagnostics: 4,400 searches per month, KD 0–11DiagnosticsWhat does a PSMA PET scan cost?4,400KD 0–11Nobody is defending it. This is yours to take.Doctor’s actions: 30 searches per month, no demandDoctor’s actionsLutetium-177 treatment30no demandPatients have stopped searching. They are listening to you.
“Lutetium 177 treatment” returns zero searches a month in India. That is the service line with the equipment, the trained team and the margin on it — and in search terms it does not exist. By the time treatment is decided, the patient has stopped searching and is listening to a clinician. Source: Ahrefs, India, pulled 21 October 2026.
02The size of it

Every one of these is a page your hospital could own. None of them is being defended.

Difficulty 0 means no established page is defending the term. Anyone with a competent page can take it.

SEARCHES PER MONTH · INDIA · EVERY TERM AT DIFFICULTY 3 OR BELOWTMT / treadmill test: 34,000 searches per month, difficulty 0TMT / treadmill test34,000KD 0Chemotherapy cost: 7,200 searches per month, difficulty 3Chemotherapy cost7,200KD 3Angiography cost: 4,600 searches per month, difficulty 0Angiography cost4,600KD 0Angioplasty cost: 2,500 searches per month, difficulty 0Angioplasty cost2,500KD 0PET-CT scan cost: 1,400 searches per month, difficulty 0PET-CT scan cost1,400KD 0Bone marrow transplant cost: 1,400 searches per month, difficulty 0Bone marrow transplant cost1,400KD 0Knee replacement cost: 800 searches per month, difficulty 0Knee replacement cost800KD 0Biopsy cost: 450 searches per month, difficulty 0Biopsy cost450KD 0
A twenty-term sample across cardiology, oncology, orthopaedics and nuclear medicine. Fourteen of those twenty terms sit at difficulty 3 or below, and together they are 55,250 searches a month. The eight shown here are the largest. Source: Ahrefs, India, pulled 21 October 2026. Reproducible on any Ahrefs seat in under an hour.
34,000Monthly searches in India for “TMT test” — a treadmill stress test. Difficulty: zero.
55,250Monthly searches at difficulty 3 or below, from a twenty-term sample across four specialties.
0Hospitals in that sample with a page that properly answers what the test costs and what to expect.
03The objection

“We are too small to rank against the big hospitals.”

Here is the live results page for pet ct scan cost in India. Every dot is a site that ranks. Across the bottom: how much authority it has. Up the side: how many visits it gets.

01,1002,2003,3004,400020406080SITE AUTHORITY (DOMAIN RATING, 0–100)VISITS PER MONTHHCG Oncology — position 2, domain rating 54, 4,173 visits per monthHCG OncologyAnderson Diagnostics — position 4, domain rating 42, 488 visits per monthAnderson DiagnosticsHOD — position 5, domain rating 37, 1,471 visits per monthHODAarthi Scans — position 6, domain rating 33, 133 visits per monthAarthi ScansMGM Cancer Institute — position 7, domain rating 10, 105 visits per monthMGM Cancer InstituteHealth Point IND — position 8, domain rating 1, 1,100 visits per monthHealth Point INDAuthority 1 · no links · 1,100 visits a monthCION Cancer Clinics — position 9, domain rating 13, 919 visits per monthCION Cancer ClinicsStar Health — position 10, domain rating 73, 1,044 visits per monthStar Health

A site with an authority score of 1, and not a single link pointing at it, takes 1,100 visits a month. It beats a site scoring 73. On this search, authority is not deciding anything. The only thing deciding it is whether a page exists that answers the question properly. Source: Ahrefs SERP Overview, India, 21 October 2026.

Read our working notes
04What we do about it

Six stages, in order. You see the output of each one.

We do not start with content. We start by making sure a machine can read who your consultants are — because content attached to an unidentifiable author earns nothing.

01 · CODEFoundationsYour site made readable by search engines and AI systems. 40–120 fixes, typically.
02 · CONTEXTListeningWhat your patients actually type, by specialty and by city. The keyword list, shown to you.
03 · CONTENTMakingOne page per test you perform. What it is, what it costs, what to expect.
04 · CREDIBILITYTrustYour consultants made verifiable — registration, authorship, affiliation, all checkable.
05 · CONVERSIONEnquiriesThe path from a frightened search to your appointment desk, with nothing lost in between.
06 · CONTINUITYKeeping it workingMonthly checks. Schema breaks silently and nobody gets an email when it does.

Ninety-five percent of what we do is organic. We run advertising only where it genuinely helps — defending your consultants’ own names, and filling a known gap in a specific service line.

05Is this you?

We work with a specific kind of practice.

A good fit

  • A hospital or clinic of roughly 50–300 beds, with at least one service line you want known for.
  • Consultants who will give us forty minutes each. That conversation is the raw material.
  • A willingness to publish what a test costs.
  • Patience for eighteen months. This compounds; it does not spike.

Not a good fit

  • If you need patients this quarter. Marketing is not the fastest lever you have, and we will say so.
  • If your waiting list is already full. Fix capacity first.
  • If you want testimonials and outcome claims. Those are unwise in India and we will not write them.
  • If the consultants will not participate. Nobody can write clinical authority on their behalf.
06Who you are hiring
THE PRACTICE2012 → NOW
Manav SadhwaniFounder and Director. Thirteen years in healthcare marketing and nothing else.
The Health Route Private LimitedRegistered in Gurugram, Delhi NCR. Verifiable on the MCA register.
Started 2012, in medical travelHelping patients from other countries find treatment in India. An unforgiving school.
Not a clinicianNo clinical content is written or reviewed under my name. Yours carries your consultant’s.
If you work with us, you work with me — not a director at the pitch and a junior afterwards.

I am Manav Sadhwani. Thirteen years, healthcare only.

Pontem One is my practice. The registered entity is The Health Route Private Limited, Gurugram. If you work with us, you work with me — not a director at the pitch and a junior afterwards.

I started in 2012 in medical travel, helping patients from other countries find treatment in India. It was an unforgiving school. The patients were frightened and far from home, and nothing clever worked on them. One thing did, and it has kept working for thirteen years: telling the truth in enough detail that the reader could check it.

I am not a clinician. I do not write clinical content under my own name and I do not review it. Anything on your site touching a clinical decision carries your consultant’s name, or it does not go up.

More about the practice

We will tell you if marketing is not your problem.

Start with an audit, not a pitch. It takes about a week, it is free, and it ends with four numbers and a straight answer about whether this is worth doing at all. If the answer is no, we will say so, and you will have lost a week and learned something about your own site.

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—Where these numbers come from

All figures on this page: Ahrefs API v3, Keywords Explorer and SERP Overview, India locale, pulled 21 October 2026.
Search volumes are twelve-month averages and carry normal estimation error — treat them as directional.
“Difficulty” is Ahrefs’ 0–100 estimate of how hard the top ten is to enter. “Authority” is Ahrefs’ Domain Rating, 0–100.
The 55,250 figure is the sum of the fourteen terms, in a twenty-term sample across four specialties, that returned difficulty 3 or below. It is a sample, not a measurement of the Indian healthcare search market.
Every table here is reproducible on any Ahrefs seat in under an hour. We would rather be corrected than quoted.