From unmeasured ad spend to a full enquiry desk
OPD footfall was flat while budget went to boosted posts nobody measured. We rebuilt paid acquisition around WhatsApp click-to-chat campaigns with weekly creative testing.
The challenge
OPD footfall had been flat for three quarters. Marketing spend existed but was going into boosted posts with no tracking beyond reach and likes. Nobody in the hospital could answer what a patient enquiry cost, or which department any enquiry came from.
What we did
- Audited every rupee of existing spend and stopped campaigns with no measurable endpoint.
- Rebuilt acquisition around WhatsApp click-to-chat so every enquiry arrived as a written, attributable conversation.
- Split campaigns by service line rather than running one hospital-wide campaign, so spend could be judged per department.
- Ran structured weekly creative testing on hooks and formats rather than refreshing creatives at random.
- Installed cost-per-conversation reporting delivered monthly to the hospital on WhatsApp.
The result
Figures are drawn from client reporting over the engagement period and rounded for confidentiality. Results depend on catchment, specialty mix, capacity and competition, and are not a prediction for any other hospital.
What we learned
The biggest single gain did not come from the ad account. It came from measuring response time to incoming enquiries and tightening it — conversations answered within the hour converted at a materially higher rate than those answered the next day.