How We Increased MQLs by 368% in 10 Months
Private medical practices can no longer rely on word of mouth in a competitive healthcare landscape. A data-driven, patient-focused marketing strategy for medical practice can mean the difference between inconsistent bookings and a full calendar. This case study breaks down our plan to scale lead generation and improve lead quality for a specialist clinic.
From Leads to Patients: The Challenge Medical Practices Face
When we were first engaged, the clinic generated an average of 132 leads and 72 Marketing Qualified Leads (MQLs) per month. The problem wasn’t a lack of activity—it was a lack of growth. The clinic needed:
- More consistent lead quality
- Lower cost per lead
- A more straightforward pathway from MQL to booked appointment
The initial goal was to increase leads to 160 per month. However, as the campaign progressed, the focus evolved to deliver 160 MQLs/month. This shift from quantity to quality became the foundation of our marketing strategy.
A Step-by-Step Marketing Strategy for Medical Practice Growth
Seamless Project Transition and Initial Stabilisation
With every transfer of a marketing project currently running, we prioritise transitioning operations successfully with as little business impact as possible. Step one is always to meet the current business need as soon as possible — ensuring continuity and avoiding performance dips.
Once stability was achieved, we began adapting our data-driven model into advertising and updated the lead generation journey to capture more meaningful customer data. Every client’s data journey is unique, and we aim to unpack as much insight as possible to inform a strategy that will succeed in the long term.
Pivot to MQL-First Targeting
We worked with the client to define a lead’s qualifications: geographic fit, treatment eligibility, and medical aid status. This allowed us to:
- Filter out irrelevant traffic
- Adjust Facebook and Google Ads targeting
- Improve lead form questions to qualify before conversion
Strategic Budget Increases
Later in the partnership, the client requested 100 more MQLs/month. We recommended a R10,000 monthly budget increase because at this point we understaood the data journey and what it would take to generate the extra leads.Â
Result: MQLs jumped from 156 in to 259 in one month.
Automating Manual Processes to Reduce Costs
As we clarified the client’s internal workflow, we identified several manual steps in the lead management process that could be automated.
- This shift allowed:
- Our team will focus on higher
- The medical practice to prioritise other business imperatives
This automation reduced overall campaign management costs, freeing up the budget to reallocate into media spend — improving lead generation results without increasing the overall marketing budget.
Rebuild the Funnel with Data
- We re-mapped the patient journey in full
- We shifted our reliance away from organic social
- We created an always-on paid media strategy that prioritised long-term CPL control and conversion
Digital Marketing Strategy for Medical Practice
The healthcare sector is undergoing a significant transformation. Patients are now more digitally engaged than ever before — and their expectations are rising.
Key Trends Driving the Shift:
- 63% of patients begin their healthcare journey with a search engine .
- Appointment scheduling via mobile has increased by more than 30% since 2020.
- Patients expect personalised, relevant messaging — even from healthcare providers.
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This makes data-driven marketing essential. Data turns a general marketing effort into a precision-targeted growth engine. It allows medical practices to:
- Reach the right people at the right time
- Understand which channels and campaigns convert best
- Allocate marketing budgets more effectively
- Build trust by delivering useful, accurate, and timely content
Tracking MQL Growth and Performance Against Targets
In this case study, we track the growth of Marketing Qualified Leads (MQLs) over a 12-month period, comparing actual MQL performance against pre-defined monthly targets.
From Month 1 to Month 5, the target was modest, set at 72 MQLs. This was likely to ensure baseline marketing performance and allow for initial learning phases. During this period, we observed steady growth in MQLs—from 19 in Month 1 to 140 in Month 5—eventually meeting the target.
From Month 6 to Month 7, the target increased to 160 MQLs. While performance slightly lagged behind target, consistent progress suggested the campaigns were gaining traction.
From Month 8 onward, the target significantly increased to 250 MQLs per month. This reflects a clear shift in expectations and confidence in the lead generation strategy. Notably, MQLs jumped from 163 in Month 8 to 337 in Month 10, exceeding the target for three consecutive months.
The consistent performance above target in the later months shows that the marketing efforts are not only scaling but doing so efficiently. These results suggest a mature strategy capable of delivering strong lead volumes—well-aligned with business growth goals.
- Average CPL dropped from R104 to R15.
- MQLs increased by 368%.
- Based on the client’s booking rate of 14.41%, this strategy generates an estimated 47 new monthly patient bookings.
Lead Generation Targets
Build a Scalable Marketing Strategy for Your Medical Practice
If you’re a medical practice looking for a sustainable, scalable way to grow your patient base, we’d love to show you what’s possible. Our proven marketing strategy for medical practices delivers consistent leads, better-qualified patients, and clear ROI.
Let’s talk about growing your practice the smart way.
