Case Study — Multi-Specialty Clinic, Prague
Promoting a Multi-Specialty Private Clinic in Prague
Over 12 months, the clinic received more than 1,900 inquiries, generated around 1,150 confirmed bookings and acquired approximately 900 new patients through search, social media, video, and end-to-end analytics.
Qualified inquiries
Over 12 months of promotion
Confirmed bookings
Inquiry-to-booking conversion ~60%
Cost per new patient
On a total ad budget of €108,000
The Client
A Multi-Specialty Private Clinic
A clinic in Prague bringing together doctors across multiple specialties and diagnostic services. The clinic sees gastroenterologists, gynecologists, cardiologists, neurologists, endocrinologists, urologists, and family medicine doctors.
The main goal was to increase the number of inquiries and visits, and to build a transparent analytics system — from the ad to a phone call or a confirmed doctor's appointment.
The Approach
An Acquisition System by Specialty
Ad campaigns were launched separately for each medical specialty. This segmentation made it possible to show a prospective patient the specific doctor or service that matched their query.
Google Ads and Google Maps delivered a stream of patients with already-formed demand. Facebook, Instagram, and YouTube raised awareness of the clinic and its individual doctors. Integrating the website with the medical CRM made it possible to track confirmed bookings, while call tracking correctly accounted for phone inquiries, which made up around 80% of all contacts.
What We Did
Four workstreams, one system
Google Ads and Google Maps
Separate search campaigns for each specialty, dedicated landing pages, and a local Google Maps presence for patients ready to book.
Facebook and Instagram Ads
Demand generation, doctor promotion, expert materials, and Q&A videos with specialists to raise clinic awareness.
YouTube
Video campaigns introduced prospective patients to specialists and their approach to diagnosis and treatment even before their first inquiry.
CRM and Call Tracking
A custom module integrating the website with the medical CRM via REST API, plus call tracking connected for 80% of phone inquiries.
Ad Investment
Budget Over 12 Months
Budget was allocated across medical specialties based on demand, seasonality, cost per inquiry, and available doctor capacity.
Breakdown by channel
| Channel | Per month | Over 12 months |
|---|---|---|
| Google Ads, YouTube, and Google Maps | €6 000 | €72 000 |
| Facebook and Instagram Ads | €3 000 | €36 000 |
| Total ad budget | €9 000 | €108 000 |
Specialties promoted
- Gastroenterology, gynecology, cardiology
- Neurology, endocrinology, urology
- Family medicine
- Diagnostic services and doctor consultations
Results Over 12 Months
A measurable patient pipeline
Google delivered the majority of inquiries from patients already searching for a specific doctor or medical service. Meta Ads were used primarily to raise awareness, promote doctors, and build demand.
Average cost per inquiry
€108,000 ad spend ÷ 1,920 inquiries
Conversion to booking
1,150 bookings from 1,920 inquiries
Total ad budget
€72,000 Google/YouTube/Maps + €36,000 Meta
Google Results
| Metric | Result |
|---|---|
| Ad budget | €72,000 |
| Qualified inquiries | around 1,200 |
| Average cost per inquiry | around €60 |
Meta Ads Results
| Metric | Result |
|---|---|
| Ad budget | €36,000 |
| Qualified inquiries | around 720 |
| Average cost per inquiry | around €50 |
Overall Results
| Metric | Result |
|---|---|
| Total ad budget | €108,000 |
| Phone inquiries | around 1,535 |
| Website inquiries and bookings | around 385 |
| Total inquiries | around 1,920 |
| Average cost per inquiry | around €56 |
| Confirmed appointments | around 1,150 |
| Inquiry-to-booking conversion | around 60% |
| Average cost per confirmed booking | around €94 |
| New patients who visited the clinic | around 900 |
| Average cost per new patient | around €120 |
Summary
A unified promotion system for a multi-specialty clinic
Over 12 months, we built a unified promotion system for the clinic. Google Ads and Google Maps delivered a stream of patients with already-formed demand. Facebook, Instagram, and YouTube raised awareness of the clinic and its individual doctors. Integrating the website with the medical CRM system made it possible to track confirmed bookings, while call tracking correctly accounted for phone inquiries, which made up around 80% of all contacts. As a result, the clinic received over 1,900 inquiries, around 1,150 confirmed bookings, and approximately 900 new patients over the year.
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The data and results presented in this case study are based on actual project analytics and are published with the client's consent. In accordance with confidentiality agreements and NDA terms, identifying and commercially sensitive information has been anonymized, and individual figures have been rounded without changing the overall dynamics and project totals.