Here is a suggestion of mine. You really dont have to be really advanced at HTML/Web Design to come up with a decent site.
1) Go to a open source web design site and snag a good clean css website. They are free but you might ahve to notify the creator. A good site for that is
www.oswd.org they have a great selection.
2) Then after you edit the site to your liking then I would move to content placement. Were as I think you topic is still marketable you might need to approach from a different angle. I think having landing pages for different cities is a great idea. 100 of them is another story. The reason I say this is because this is your first attempt.
3) I would incorporate some education on your site. You dont have to have a novel just some general info. Almost in blog or wordpress style. Make it appealing.
4) I dont think you need to much color. I like the white color theme in this since you are going for a medical field. Again it is the small things that add up. The more white to more sterile. Subconsciencely it might play to be a more learned source than a merid of colors. I would stick to professional in: content, pics, and layout with a lot of white space. These of course are suggestions.
5) Also next with the pages I would investigate if you can use some local sponsored search ads with the individual pages. It might boost those click rates.
6) Lastly what helped me out a lot in setting up websites is reading googles help article that involved heat mapping and ad placement. I believe it is on the adsense site. If I am also not mistaken there was a post about it as well. An admin can step in to confirm that.
These are some steps that I think would help drastically.