Introduction: Metropolis – India’s Leading Diagnostic and Pathology Network
Founded in 1981 by Dr. Sushil Shah, Metropolis Healthcare Limited has grown from a single pathology laboratory in Mumbai into one of India’s most trusted diagnostic brands. Today, it operates across 20 states and 220 cities, with over 150 laboratories and 2,000 collection centers, serving millions of patients annually. Known for its commitment to accuracy, reliability, and scientific excellence, Metropolis has become synonymous with quality diagnostics offering over 4,000 different tests and panels spanning routine pathology, molecular diagnostics, and preventive health check-ups.
Metropolis’s mission has always been to make high-quality diagnostic services accessible, affordable, and transparent. Its vision of “Delivering Accurate Diagnosis, Every Time” is reflected in its robust network of NABL- and CAP-accredited labs and a patient-centric service culture. Yet, as India’s healthcare ecosystem underwent rapid digitization driven by the rise of online consultations, home sample collections, and app-based lab bookings Metropolis realized it needed to replicate its offline credibility in the digital space.
Challenges
Metropolis Healthcare had built an unmatched reputation for diagnostic excellence, but its growing scale posed new digital challenges. The company operated hundreds of laboratories and collection centers across multiple cities, yet each center maintained its own listings on Google, Bing and other directories. Many of these listings were incomplete or inconsistent, with outdated contact numbers, wrong operating hours, or missing amenities such as “Home Sample Collection Available.” In healthcare, even a small inaccuracy could mean a lost booking or, worse, a patient’s delayed diagnosis.
A second challenge was regional SEO fragmentation. Patients in Delhi typically searched phrases like “blood test near me open now” or “Thyroid test in South Delhi,” while those in Chennai looked for “affordable full body check-up” or “COVID antibody test center near Adyar.” However, without localized SEO and keyword optimization, Metropolis’s official listings often ranked below smaller local labs or aggregator portals. Despite having a stronger brand, it was not always the first name patients saw.
Review management also proved complex. Metropolis received thousands of reviews each month across Google, Practo, and social media platforms. While most feedback praised the brand’s accuracy and staff professionalism, occasional complaints about waiting time or delayed report uploads went unanswered. Manual monitoring across hundreds of profiles was unsustainable, and delayed responses risked reducing patient confidence critical in a sector built entirely on trust.
Finally, the growing competition from digital-first diagnostic players like Healthians, Redcliffe Labs, and Tata 1mg Diagnostics meant Metropolis needed to modernize its online engagement approach. It had to ensure that every patient searching for tests, booking slots, or home collections could find and connect with Metropolis instantly, whether through maps, calls, or its website.
From Challenges to Solutions: The RightChoice.AI Partnership
In 2023, Metropolis Healthcare partnered with RightChoice.AI to implement a unified, data-driven digital strategy. The goal was threefold:
- Enhance online discoverability using localized healthcare SEO optimization.
- Ensure listing accuracy across every lab and collection center through centralized management.
- Strengthen patient trust and engagement using automated, AI-driven review and sentiment analysis.
This partnership was not merely about boosting metrics it was about reimagining how a healthcare brand communicates reliability, empathy, and accessibility in a digital world. By deploying.
Solution 1: Offline Network Digitization and Listing Accuracy
Metropolis’s first priority was to bring consistency and credibility to its offline locations online. Using Manage Multiple Listings, the company centralized control of over 2,000+ lab and collection center profiles across Google Maps, Bing, and Practo. Earlier, updates like contact changes, new test launches, or modified working hours had to be done manually by each branch. Now, RightChoice.AI’s dashboard synchronized every update instantly across all directories, eliminating duplication or errors.
To safeguard these verified profiles, Profile Protection ensured no unauthorized edits or duplicate claims affected Metropolis’s visibility. This was critical as some local agents or third-party aggregators had inadvertently created parallel listings, confusing patients. The Profile Suspension Risk Monitor further prevented disruptions by detecting inactive or incomplete listings before Google’s system could auto-remove them.
Through 20+ Directory Integration, Metropolis expanded its verified presence beyond search engines into health-specific directories to ensure omnichannel visibility. The Products & Menu Update Tool enabled the brand to display detailed, AI-generated information for popular services like “Home Sample Collection,” “RT-PCR Test,” “Preventive Health Package,” and “Senior Citizen Wellness Check-up” complete with visuals and accurate descriptions.
As a result, Website Clicks achieved over 90% increase, as AI-optimized content and regional targeting attracted more online test bookings.
Solution 2: Online SEO Discoverability and Patient Engagement Optimization
After stabilizing its listings, Metropolis shifted focus to expanding its online discoverability and improving patient engagement through advanced SEO and AI-driven communication tools. Using Local Keywords Ranker, the company analyzed millions of search phrases to identify the most frequent and high-intent queries patients used. These insights revealed strong demand for regionally specific searches such as “full body check-up in Mumbai under ₹2000” and “diabetes test near me with home sample. ”The AI Content Generator transformed all service listings into keyword-rich, patient-friendly descriptions. The Geo Grid Tracker visualized Metropolis’s digital performance geographically, allowing the marketing team to identify underperforming regions like Nashik or Bhopal and deploy targeted campaigns to improve their ranking footprint.
In parallel, AI Sentiment Analysis helped categorize thousands of patient reviews into positive, neutral, and negative clusters. To further humanize its engagement, Metropolis activated AI Review Auto Reply, which responded instantly and empathetically to patient feedback. Such rapid, intelligent responsiveness built patient trust and showcased accountability.
Lastly, the Local Post Scheduler turned Metropolis’s listings into living engagement hubs. It automatically published timely posts about seasonal test packages (like monsoon fever panels), health awareness days, and discount offers, ensuring that patients interacting with listings also received relevant health updates. Call Clicks surged reflected a 50% improvement, driven by verified listings and improved click-to-call accessibility.
Solution 3: Unified Digital Intelligence and Performance Integration
To integrate its newfound visibility and engagement into a cohesive growth framework, Metropolis leveraged RightChoice.AI’s unified analytics ecosystem. This phase brought together all data points impressions, calls, bookings, and feedback into a single, actionable dashboard. Insights revealed that patients in metros like Mumbai and Bengaluru preferred direct online bookings, while smaller cities such as Indore or Nagpur had higher “click-to-call” ratios. Accordingly, Metropolis optimized its ad spend to prioritize mobile-first call engagement campaigns in Tier-2 cities and SEO-driven web conversions in metros.
Meanwhile, Click-to-Call and One-Tap Directions features embedded directly into listings simplified patient actions whether booking a test, locating a lab, or calling for home sample services. Combined with automation, this eliminated friction from the patient journey and made the digital experience as seamless as visiting a physical center. Total Impressions, marked over 80% growth through enhanced digital visibility and SEO performance.
Results
Business Impressions on Mobile Search showed an 50% rise, which indicates stronger patient intent and location-based discovery.
Impressions on Desktop Maps increased by 60%, suggesting improved accuracy and visibility of lab or center listings on desktop devices.
Business Direction Requests recorded more than 75% increase, showing that more patients searched and navigated to Metropolis centers directly through digital maps.
Final Thoughts
For Metropolis Healthcare, the partnership with RightChoice.Ai symbolized a paradigm shift from traditional healthcare marketing to intelligent patient engagement. Through precision tools and automation, the company turned operational complexity into a unified SEO digital presence. The results proved that in healthcare, where trust is everything, technology can serve as the strongest bridge between compassion and connection. With a 55% increase in call clicks, stronger visibility across cities, and consistent online credibility, Metropolis Healthcare stands today as a benchmark for how diagnostic leaders can harness AI to achieve clinical precision in their digital presence.
