Overview
Brand:
A leading hospital in Bangalore which provides global standards of healthcare and surgical excellence.
Ask:
Achieve 300 patient foot falls every month by increasing the lead quality of the current leads maintaining the cost per lead in the current range while improving the lead to patient rate.
Problem:
No definitive correlation between Patient Footfalls and Revenue and Complex attribution model due to multiple touch points in the patient journey.
Before
| Sep’21 | Oct’21 | Nov’21 | Dec’21 | |
|---|---|---|---|---|
| Leads | 1231 | 809 | 863 | 924 |
| Registration | 75 | 77 | 80 | 68 |
| Google Ads Cost (incl. GST) | 854897.62 | 582257.2 | 579540 | 589043.27 |
| Cost per lead | 694 | 719 | 671 | 637 |
| Cost per Reg. | 10686 | 7561 | 7244 | 8662 |
| Lead to Patient Rate | 6.09% | 9.52% | 9.27% | 7.36% |
After
| Sep ‘24 | Oct ‘24 | Nov ‘24 | Dec ‘24 | |
|---|---|---|---|---|
| Leads | 1275 | 1124 | 966 | 836 |
| Registration | 331 | 289 | 301 | 314 |
| Google Ads Cost (incl. GST) | 632,307 | 544,271 | 636,259 | 425,183 |
| Cost per lead | 516 | 500 | 658 | 508 |
| Cost per Reg. | 1910 | 1883 | 2113 | 1354 |
| Lead to Patient Rate | 25.96 | 25.71 | 31.16 | 37.56 |
Approach: Jan ‘22 to Dec ‘22
| Key Challenges Identified | Strategic Actions Taken | Measured Impact |
|---|---|---|
| High budget wastage due to non-converting keywords. | Eliminated high-spend, zero-conversion keywords. | Reduced junk leads and improved overall lead quality. |
| Irrelevant clicks from Search & Display Partners increasing costs. | Turned off Search & Display Partners. | Budget re-allocated to high-performing campaigns, improving efficiency. |
| Inefficient budget allocation affecting ROI. | Focused spend on champion campaigns with the best ROI. | Improved lead conversion and patient acquisition rates. |
| Existing patients clicking on brand campaigns, exhausting budget. | Paused Brand Campaigns to avoid spending on returning patients. | More budget directed toward acquiring new patients. |
| Non-performing specialties not generating quality leads. | Tested new campaign types to explore better-performing strategies. | Identified effective strategies for underutilized services. |
| Low engagement due to outdated ad copies. | Refreshed ad copies with keyword relevance. | Improved CTR and ad quality score. |
| Ads not aligned with user intent, affecting conversions. | Implemented Dynamic Keyword Insertion (DKI). | Increased ad relevance and boosted conversion rates. |
Performance Growth – Jan ‘22 – Dec ‘22
Throughout 2022, strategic budget reallocation and campaign optimizations significantly improved patient conversions and cost efficiency. By eliminating wasted spend, focusing on high-performing campaigns, and enhancing ad relevance, the lead-to-patient rate increased from 6.98% in Jan to 11.74% in Dec
Approach: Jan ‘23 to Dec ‘23
| Key Challenges Identified | Strategic Actions Taken | Measured Impact |
|---|---|---|
| Lack of patient behavior insights leading to inefficient targeting. | Analyzed patient data to identify high-performing locations. | Increased walk-ins by focusing on a 20KM radius around hospitals. |
| Poor campaign structure reducing efficiency. | Restructured campaigns to improve ad relevance and ranking. | Improved ad quality and lead conversions. |
| High budget spent on low-intent keywords. | Used keyword clustering to identify and remove underperforming terms. | Increased lead quality while reducing unnecessary spend. |
| Lack of dedicated landing pages for campaign tracking. | Created campaign-specific landing pages with unique tracking numbers. | Higher conversion rates due to better user experience. |
| Limited local brand awareness affecting footfalls. | Launched hyperlocal campaigns for targeted visibility. | Increased referrals and footfalls from screening clinics. |
| High acquisition costs due to poor landing page experience. | Continuously optimized landing pages based on tracking insights. | Reduced acquisition costs and improved campaign performance. |
Performance Growth – Jan ‘23 – Dec ‘23
Over the year, campaign optimizations and hyperlocal strategies significantly improved registrations, reduced costs, and enhanced conversion rates. Key improvements included better keyword targeting, landing page optimization, and patient data analysis, leading to strong lead-to-patient conversion rates, especially in mid-year and late Q4.
Approach: Jan ‘24 to Dec ‘24
| Key Challenges Identified | Strategic Actions Taken | Measured Impact |
|---|---|---|
| High cost per lead for Non-Onco specialties affecting ROI. | Introduced search campaigns for 7 Non-Onco specialties within a 20KM radius. | Leads acquired at under ₹1000, generating reasonable walk-ins. |
| Non-Onco walk-ins not translating into significant revenue. | Conducted a 3-month sprint to assess impact and introduced TCPA bid strategy. | Cost per lead dropped below ₹400, and cost per walk-in fell below ₹1000. |
| Junk queries from surrounding hospitals consuming budget. | Added all competitor hospital-related search queries as negative keywords. | Improved lead quality while maintaining cost efficiency. |
| Existing patients clicking on ads, reducing budget for new patient leads. | Added brand-related queries as negative keywords and introduced a toll-free number for follow-ups. | Reduced wasted ad spend and ensured ads targeted only new patients. |
Performance Growth – Jan ‘24 – Dec ‘24
Year-on-Year Growth: Patient Registrations
Year-on-Year Growth: Lead to Patient Rate
Year-on-Year Growth: Cost per Patient Registration
More walk-ins, lower CAC, smarter campaigns – without wasting ad spend. If you want predictable patient growth with optimized costs, we should talk. Drop us a mail at hello@firstlaunch.in or share your details via the contact form.
