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How an Evidence-Based Medical Clinic Network Gets Leads Far Below the Market Average
Case Study
Healthcare is one of the most competitive niches in performance marketing. It is easy to waste budget on low-intent traffic, broad informational searches, and automated strategies without proper control.
For a network of evidence-based medical clinics, we built a lead generation system that brought in more patient inquiries while keeping CPA 4–15 times lower than the market average, according to competitive benchmark data.
For a network of evidence-based medical clinics, we built a lead generation system that brought in more patient inquiries while keeping CPA 4–15 times lower than the market average, according to competitive benchmark data.
Работаем
с рекламными бюджетами
от 100 000 руб.
с рекламными бюджетами
от 100 000 руб.
Client
A network of evidence-based medical clinics, including general medical, reproductive health, pediatric, and dental services.
The project operates in a highly sensitive niche: patients make decisions not only based on price, but also on trust, medical expertise, transparency, and safety.
That is why advertising in healthcare should not simply generate leads. It must attract people with the right intent — without pressure, manipulation, or fear-based messaging.
A network of evidence-based medical clinics, including general medical, reproductive health, pediatric, and dental services.
The project operates in a highly sensitive niche: patients make decisions not only based on price, but also on trust, medical expertise, transparency, and safety.
That is why advertising in healthcare should not simply generate leads. It must attract people with the right intent — without pressure, manipulation, or fear-based messaging.
Objective
The client needed a stable and predictable patient acquisition system.
The key goals were:
— generate consistent inquiries for the clinics;
— reduce cost per lead without losing lead quality;
— preserve the calm, evidence-based tone of communication;
— build a structure that could be analyzed, optimized, and scaled.
The client needed a stable and predictable patient acquisition system.
The key goals were:
— generate consistent inquiries for the clinics;
— reduce cost per lead without losing lead quality;
— preserve the calm, evidence-based tone of communication;
— build a structure that could be analyzed, optimized, and scaled.
Why the niche is difficult
Healthcare is one of the most complex categories for performance marketing.
The click cost is high, competition is strong, and the patient journey is often long. A person may search not for a specific service, but for a symptom, diagnosis, doctor’s name, second opinion, fear before a procedure, or general medical information.
If campaigns are built superficially, the advertiser starts paying for everything at once: informational traffic, irrelevant clicks, low-intent users, competitor-related searches, and audiences that are not ready to book an appointment.
Healthcare is one of the most complex categories for performance marketing.
The click cost is high, competition is strong, and the patient journey is often long. A person may search not for a specific service, but for a symptom, diagnosis, doctor’s name, second opinion, fear before a procedure, or general medical information.
If campaigns are built superficially, the advertiser starts paying for everything at once: informational traffic, irrelevant clicks, low-intent users, competitor-related searches, and audiences that are not ready to book an appointment.
Competitive analysis shows that docmed eco generates more clicks while spending less: clicks are up by 49%, spend is down by 44%, and CTR is 53% higher.
What we did
Работаем
с рекламными бюджетами
от 100 000 руб.
с рекламными бюджетами
от 100 000 руб.
We separated demand by intent
We did not combine different types of demand into one campaign structure.
Instead, we separated:
— high-intent commercial demand;
— branded demand;
— doctor-related searches;
— service-specific searches;
— symptom-based searches;
— low-intent informational demand;
— queries better suited for content or retargeting rather than direct lead generation.
This allowed us to manage budgets, messaging, landing pages, and bids based on the real intent behind each search.
We worked with search demand deeper than a standard setup
In healthcare, keyword research is not just a list of search terms. It is a map of patient scenarios.
For example, in reproductive health, pediatrics, or dentistry, the same user interest may appear at different stages:
— “what should I do?”
— “when should I see a doctor?”
— “which specialist do I need?”
— “how much does it cost?”
— “book an appointment”
— “clinic near me”
— “specific doctor / specific treatment”
We separated these scenarios so that expensive commercial campaigns were not diluted by broad informational traffic.
We constantly cleaned and optimized traffic
After launch, the campaigns were not left on autopilot.
We regularly analyzed:
— search terms;
— irrelevant wording;
— traffic sources;
— cost per inquiry by segment;
— landing page conversion;
— differences between clicks, leads, and actual lead quality.
This routine optimization is often where the main economic effect comes from.
We preserved the brand’s tone of voice
We used calm and trust-based communication: explain, guide, and give the patient a clear next step.
No pressure.
No fear-based messaging.
No aggressive discounts.
This matters not only for the brand, but also for lead quality. Clear and accurate communication brings more conscious patient inquiries.
We connected advertising with landing pages
A strong CPA in healthcare is impossible to achieve through ad settings alone.
Conversion depends on the full journey:
search intent → ad message → landing page → form or call → lead quality
If a person is searching for a specific service, they should land on a page where they can quickly understand:
— what the service is;
— who it is suitable for;
— which doctors provide it;
— how to book an appointment;
— why the clinic can be trusted.
We did not combine different types of demand into one campaign structure.
Instead, we separated:
— high-intent commercial demand;
— branded demand;
— doctor-related searches;
— service-specific searches;
— symptom-based searches;
— low-intent informational demand;
— queries better suited for content or retargeting rather than direct lead generation.
This allowed us to manage budgets, messaging, landing pages, and bids based on the real intent behind each search.
We worked with search demand deeper than a standard setup
In healthcare, keyword research is not just a list of search terms. It is a map of patient scenarios.
For example, in reproductive health, pediatrics, or dentistry, the same user interest may appear at different stages:
— “what should I do?”
— “when should I see a doctor?”
— “which specialist do I need?”
— “how much does it cost?”
— “book an appointment”
— “clinic near me”
— “specific doctor / specific treatment”
We separated these scenarios so that expensive commercial campaigns were not diluted by broad informational traffic.
We constantly cleaned and optimized traffic
After launch, the campaigns were not left on autopilot.
We regularly analyzed:
— search terms;
— irrelevant wording;
— traffic sources;
— cost per inquiry by segment;
— landing page conversion;
— differences between clicks, leads, and actual lead quality.
This routine optimization is often where the main economic effect comes from.
We preserved the brand’s tone of voice
We used calm and trust-based communication: explain, guide, and give the patient a clear next step.
No pressure.
No fear-based messaging.
No aggressive discounts.
This matters not only for the brand, but also for lead quality. Clear and accurate communication brings more conscious patient inquiries.
We connected advertising with landing pages
A strong CPA in healthcare is impossible to achieve through ad settings alone.
Conversion depends on the full journey:
search intent → ad message → landing page → form or call → lead quality
If a person is searching for a specific service, they should land on a page where they can quickly understand:
— what the service is;
— who it is suitable for;
— which doctors provide it;
— how to book an appointment;
— why the clinic can be trusted.
Results
Reproductive health clinic
In the IVF Clinics category, docmed eco generated 810 conversions at a CPA of around $10. The average competitor generated 352 conversions at a CPA of around $46.
In the reproductive health category, the clinic received:
— 810 conversions;
— CPA: $7;
— market benchmark: 352 conversions at $33 CPA.
The result was significantly stronger than the market average:
— more than 2x more conversions;
— CPA approximately 4–4.7x lower;
— conversion rate 1.6–3x higher;
— 49% more clicks;
— 44% lower ad spend;
— 53% higher CTR.
Key takeaway: the clinic received more patient inquiries not because of a larger budget, but because the advertising system was built more efficiently.
— 810 conversions;
— CPA: $7;
— market benchmark: 352 conversions at $33 CPA.
The result was significantly stronger than the market average:
— more than 2x more conversions;
— CPA approximately 4–4.7x lower;
— conversion rate 1.6–3x higher;
— 49% more clicks;
— 44% lower ad spend;
— 53% higher CTR.
Key takeaway: the clinic received more patient inquiries not because of a larger budget, but because the advertising system was built more efficiently.
Работаем
с рекламными бюджетами
от 100 000 руб.
с рекламными бюджетами
от 100 000 руб.
Dental clinic
In the Dentistry category, docdent generates a comparable number of conversions to the average competitor, but at a CPA of around $8 instead of $120.
In the dental category, the clinic generated a comparable number of conversions to the market benchmark, but at a much lower cost.
The results:
— CPA: around $6;
— market benchmark: $86+ CPA;
— conversion rate: 7.9–10.3%;
— market benchmark conversion rate: 0.3–2.4%.
Key takeaway: with a comparable number of inquiries, the clinic’s cost per lead was many times lower, while traffic conversion was significantly higher than the market average.
The results:
— CPA: around $6;
— market benchmark: $86+ CPA;
— conversion rate: 7.9–10.3%;
— market benchmark conversion rate: 0.3–2.4%.
Key takeaway: with a comparable number of inquiries, the clinic’s cost per lead was many times lower, while traffic conversion was significantly higher than the market average.
Работаем
с рекламными бюджетами
от 100 000 руб.
с рекламными бюджетами
от 100 000 руб.
We separated patient scenarios
Commercial demand, symptoms, doctors, brand searches, and informational demand should not be managed with the same logic.
We did not rely only on automation
Automated strategies work better when they are supported by a clean structure, accurate goals, and clear restrictions.
We managed traffic quality, not just click cost
A cheap click in healthcare means nothing if it does not lead to a real appointment.
No pressure, no fear, no aggressive discount messaging. This builds trust and improves lead quality.
We preserved the evidence-based medical tone
We synchronized ads and landing pages
This approach works for businesses that need not just traffic, but a controlled lead generation system:
- medical centers;
- dental clinics;
- pediatric clinics;
- reproductive health clinics;
- multi-location healthcare businesses;
- private medical practices with a high average check.
Conversion increases when a person sees exactly what they were looking for on the page.
Why it worked
Who this approach is for
Работаем
с рекламными бюджетами
от 100 000 руб.
с рекламными бюджетами
от 100 000 руб.
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We’ll prepare a media plan and show where your digital marketing budget may be leaking