Practo — organic growth across three markets

Company

Practo is India's leading healthcare marketplace, connecting patients with doctors, clinics and hospitals.

What I owned

• Organic growth strategy across web and app ecosystems for India, US and UAE markets
• AI search optimization across Google AI Overviews and conversational search including ChatGPT, Gemini and Perplexity
• Large-scale content operations across the existing page inventory
• Organic revenue attribution, traffic forecasting and C-level business reviews
• Digital PR and link acquisition planning across priority cities and medical specialties

Approach

• Ran AI search optimization, content and user-intent programmes as one acquisition motion rather than as separate initiatives
• Built measurement frameworks that separate LLM referral traffic from AI Overview exposure so leadership reporting is accurate
• Directed AI-assisted content operations using LLM-powered pipelines and CMS automation
• Built organic revenue attribution and traffic forecasting models to support planning
• Designed demand-weighted digital PR and link acquisition programmes to close authority gaps against competitors

Results

• Organic established as a revenue-accountable growth charter with attribution and forecasting used in leadership planning
• A measurement framework that distinguishes LLM referral traffic from AI Overview exposure, giving leadership a defensible view of AI search performance
• Sustained growth in AI-driven transactional demand across priority markets
• A large-scale AI-assisted content transformation delivered with editorial quality control intact