Private Medical Center with Inpatient Department — Systematic Patient Acquisition Model
Directions:
Tools:
- Google Ads
- Meta Ads
- SMM
- IP Telephony
- Google Analytics
- WebDev
- REST API
- Marketing
- Consulting
The client is a private medical center with an inpatient department.
At the start of the project, the website was technically unprepared for traffic acquisition. Online bookings were not tracked correctly, CRM was not integrated with marketing sources, and incoming calls were not recorded.
Marketing efforts lacked structure and data transparency, making scaling impossible.
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Optimize and technically prepare the website for paid traffic
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Implement full online appointment tracking
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Integrate website, analytics, and CRM via REST API
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Launch Google Ads and Meta Ads campaigns
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Implement call tracking and IP telephony
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Build a scalable and measurable patient acquisition system
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Provide marketing consulting for clinic owners
The website was optimized and technically prepared for traffic scaling.
Analytics infrastructure was implemented, including GA4 and event tracking.
CRM was integrated via REST API with traffic source attribution.
Google Ads and Meta Ads campaigns were launched.
Call tracking was introduced to monitor all incoming calls.
The clinic received a fully controllable, data-driven acquisition system.
After conducting a technical and marketing audit, we identified critical issues: improper conversion tracking, lack of CRM synchronization, and absence of structured advertising campaigns.
We proposed:
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Website technical optimization
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GA4 and Google Tag Manager setup
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CRM integration via REST API
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Google Search campaigns launch
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Meta conversion campaigns with retargeting
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Call tracking and IP telephony implementation
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Social media content strategy development
The objective was to create a transparent and scalable patient acquisition system.
All proposed solutions were approved by the client.
The project included full analytics setup, CRM integration via REST API, launch of Google and Meta Ads campaigns focused on priority services, and implementation of call tracking for complete performance monitoring.
The implementation was carried out in structured phases with continuous performance analysis.
Meta Ads
The client had not worked with Meta Ads before, and this tool seemed complicated to him. We started with a campaign for page views to warm up the account, and then moved on to conversions: online sign-ups and calls. We also launched brand awareness campaigns to work with an audience already familiar with the brand.
The test showed that cold traffic is more likely to call than to sign up online, and that applications through Google Ads are cheaper by half. So we decided to use Meta Ads to increase recognition, retargeting and correspondence via Direct and Messenger.
Google Ads
We have identified the most relevant and marginal areas for which there are a sufficient number of search queries. After the launch of advertising campaigns, optimization work is regularly carried out. We work with several types of advertising campaigns: “Search”, ‘Local/Google Maps’ and ‘Maximum Efficiency’.
As a result of these decisions, it was possible to focus on the most profitable areas with high demand. Regular optimization of advertising campaigns helped to increase their efficiency, and working with different types of campaigns – search, local and maximum efficiency campaigns – ensured a steady flow of targeted applications and improved visibility in the online space.
IP Telephony
The client already had telephony set up, but without a call tracking system, which made it difficult to fully analyze and work with call data. In order to track advertising effectiveness more accurately and optimize work with leads, it was important for us to connect call tracking.
We implemented an IP telephony system with call tracking and a callback widget, and integrated analytical tools to feed conversion data into advertising accounts. This helps optimize ads by training them based on information about calls from customers.
Already in the first month, it became obvious that 80% of potential clients prefer to call directly rather than leave a request via the website. Thanks to correctly configured analytics, we were able to track exactly where calls were coming from – from Google ads or Facebook campaigns. This allowed us to get accurate feedback on the quality of requests and make improvements to increase efficiency.
1,700 patients over 2 years
7,800+ target website actions
$2.0 average cost per lead
2,099 calls generated from the website
$4,780 Google Ads budget
$7,092 Meta Ads budget
A deep understanding of the niche and the expertise of specialists are the basis for successful business promotion in the online environment. In this project, an integrated approach played a key role – from working with Meta and Google Ads to optimizing the site and advertising campaigns, as well as implementing analytics and IP telephony. It is important to note that the preparation of the site to work with traffic was one of the main stages – without it all efforts to attract clients could have been in vain. Competently developed marketing strategy, focused on the specifics of the business, ensured a significant increase in target actions and improvement of key indicators, which is confirmed by the results of our work.
