Patient acquisition cost
Cost per new patient
New patients from digital
Overall marketing ROI
The challenge
What we were up against
A 12-hospital network was spending $2.4M/year on patient acquisition with no proper attribution. Campaigns weren't tied to appointment bookings, online ads ran with no offline conversion tracking, and spend was concentrated on TV with no digital performance infrastructure.
The strategy
How we approached it
We built a full-funnel digital program: geo-targeted paid search for specialty services, programmatic display for awareness, content marketing for condition-specific SEO, and — critically — integrated digital tracking with the hospital's scheduling system to close the attribution loop.
The result
What it delivered
Patient acquisition cost fell from $380 to $148 — a 61% reduction. Digital became the primary patient acquisition channel within 12 months, accounting for 68% of new patient volume. Overall marketing ROI tripled.
"For the first time, we can directly attribute digital spend to patient appointments. The ROI clarity changed how we fund marketing."
CMO
Regional Hospital Network
Client
Regional Hospital Network (NDA)
Healthcare
Channels & capabilities
- Paid Search
- Programmatic Display
- Content Marketing
- Attribution Integration
- SEO
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