End-to-End Digital Growth Strategy for G42 Healthcare & Emirati Genome Program: From Microsites to SEO, Analytics, and Lead Generation

Industry

Healthcare

Services Provided

Website Development

Conversion Rate Optimization

Data Analytics

Lead Generation

Search Engine Optimization

PPC Management

UI UX Design

INTRODUCTION

G42 Healthcare is a trailblazer in the UAE’s healthcare innovation landscape—leading national-scale genomic initiatives, AI-powered diagnostics, and futuristic digital health platforms

As their trusted digital partner, we were tasked with designing and executing a powerful, multi-dimensional performance strategy that would not only enhance visibility during flagship events like Arab Health but also position G42 as the most discoverable and engaging healthcare player in the region. From micro to macro, every digital asset we created was engineered for impact—unifying data intelligence, content strategy, UX precision, and paid media to deliver exponential results. This wasn’t just about building digital products—it was about reshaping how the future of healthcare is communicated, discovered, and experienced.

Digitizing Event Presence

Arab Health Microsite

Challenge

Being a prominent exhibitor at Arab Health, G42 lacked a fast, interactive, and information-rich digital layer that could support live visitor engagement. There was no unified platform to house service details, brochures, or real-time actions like appointment scheduling.

APPROACH

We treated the event like a campaign. Our team reverse-engineered what a visitor would want to experience in under 60 seconds—from scanning a QR code to making a booking—and built the microsite architecture around those behaviors.

SOLUTION

Developed a mobile-optimized microsite with frictionless QR access
Integrated quick-access content modules for Omics, Diagnostics, and Digital Health
Enabled real-time appointment scheduling and document downloads
Delivered a crisp, action-oriented interface to handle high footfall traffic

IMPACT

The microsite recorded over 150+ interactions across service funnels, becoming G42’s first unified, real-time digital experience for a major healthcare event.

Activating Data Intelligence

Data Analytics & Conversion Optimization

Challenge

G42’s digital properties were generating traffic, but with broken tracking, inconsistent data, and no behavioral visibility. Internal stakeholders couldn’t measure content effectiveness, appointment conversions, or user journey drop-offs.

APPROACH

We performed a full-scale analytics audit, realigned funnel touchpoints, and designed custom dashboards that answered core questions: Who is visiting, what are they clicking, and are they converting?

SOLUTION

Implemented Advanced Google Analytics 4 (GA4) with enhanced event tracking
Created a custom analytics dashboard by vertical (Omics, Diagnostics, Digital Health)
Tracked micro-metrics like bounce rates, scroll behavior, and CTA engagement

IMPACT

This transformation enabled G42 to track leads in real time, measure conversion drop-offs, and use analytics as a decision-making engine—not just a reporting tool.

Establishing Analytics Integrity

Emirati Genome Program

Challenge

The Emirati Genome Program (EGP), a pioneering national initiative, required robust analytics to measure platform engagement, track participation interest, and enable data-backed decision-making. However, inconsistent implementation of analytics tools and tracking scripts led to gaps in data collection and reporting accuracy, preventing stakeholders from evaluating performance with confidence.

APPROACH

We began with a deep-dive audit of EGP’s analytics infrastructure—identifying broken tracking points, misconfigured tags, and incomplete data flows. Our approach was focused on rebuilding a clean, stable data foundation that could scale with the program’s national impact. We ensured that each relevant interaction across the platform was being properly captured, validated, and routed into stakeholder-facing dashboards.

SOLUTION

Diagnosed and resolved integration issues with the analytics platform
Standardized and restructured the tracking framework to ensure consistent data capture
Built a real-time, segmented reporting layer, tailored for different stakeholder needs—operational, strategic, and technical
Delivered reliable data pipelines that could support future iterations and integrations

IMPACT

With a stable analytics environment in place, the Emirati Genome Program unlocked a new level of clarity and control over its digital engagement ecosystem.

Stakeholders across departments gained consistent access to validated user interaction data
Eliminated blind spots in performance reporting, enabling timely optimizations
Established a scalable and secure data structure to support long-term national healthcare goals

Commanding Organic Visibility

Search Engine Optimization (SEO)

Challenge

Despite their authority in genomics and diagnostics, G42 Healthcare was almost invisible on Google. Their pages weren’t optimized, content wasn’t indexed properly, and they were missing out on high-intent healthcare search traffic.

APPROACH

We crafted a phased SEO roadmap—starting with technical fixes, then content strategy, followed by aggressive link building. Our focus was not just traffic, but intent-matched discovery: reaching the right people, at the right time.

SOLUTION

Identified 10 high-opportunity keywords tied to G42’s core services
Rewrote meta titles, H1s, alt tags, and URL structures
Built a link network of industry-relevant and authority-building backlinks
Regularly monitored rankings and content performance to iterate fast

IMPACT

In just 9 months:

Organic traffic increased from 916 to 16,986+ sessions
All 10 keywords landed on page one, with 5 in the #1 position
G42 now ranks alongside global health tech giants across critical search queries

Driving Demand

Landing Pages & Lead Generation Campaigns

Challenge

The Omics business unit needed to drive brochure downloads and capture high-quality leads, but existing pages lacked focus, emotional resonance, and conversion strategy. Paid campaigns were also underperforming due to generic targeting.

APPROACH

We developed a conversion-first framework—creating tailored landing pages with form gating, and pairing them with precision Google Ads campaigns, co-powered by AWS and Microsoft partnerships.

SOLUTION

Designed targeted landing pages focused on singular CTAs (download).
Integrated smart lead capture forms with G42’s CRM systems.
Ran search-driven Google Ads campaigns focused on keywords like “Genome Sequencing”.
Continuously A/B tested creatives and adjusted bid strategies based on real-time performance.

IMPACT

143% increase in ad click-through rate
Search intent for genome sequencing rose by 37% during campaign window
Campaign coincided with Microsoft’s $1.5B investment in G42—amplifying visibility and authority

Conclusion

Laying the Digital Tracks for a Future-Forward Healthcare Giant

Our engagement with G42 Healthcare was never about quick wins. It was about building a long-term digital ecosystem that could match the scale, innovation, and future-readiness of the organization itself.

By aligning deeply with their business goals and organizational complexity, we delivered a layered strategy—microsites that turned physical event engagement into digital funnels, analytics systems that offered real-time behavioral insights, SEO campaigns that elevated their discoverability, and performance marketing initiatives that captured high-intent leads in a competitive market.

This wasn’t just a campaign. It was an infrastructural shift—from disconnected touchpoints to a unified, intelligent, and scalable digital experience.

And the results speak for themselves:

Developed a mobile-optimized microsite with frictionless QR access
Integrated quick-access content modules for Omics, Diagnostics, and Digital Health
Enabled real-time appointment scheduling and document downloads
Delivered a crisp, action-oriented interface to handle high footfall traffic

With every line of code, every click tracked, and every user converted—we helped position G42 Healthcare not just as a medical innovator, but as a digitally mature, globally discoverable healthcare brand.

At Tenet, we don’t just build digital—we build digital that performs, scales, and earns trust. And with G42 Healthcare, we’ve built a foundation that will continue to evolve, engage, and inspire.

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