Scaling Patient Inquiries with
Dual-Channel Campaigns
Challenges
Although Ayla Clinic provided reliable healthcare services, it faced several challenges:
- Limited local interaction on its Google My Business (GMB) profile
- Lack of a structured lead funnel to turn nearby online visitors into real inquiries
- Concerns over high cost-per-lead without a clear performance benchmark to measure effectiveness
The Strategy
To address these issues, Digital WOM introduced a two-pronged lead generation approach:
- Facebook Call Ads: Aimed at nearby cities to drive quick and direct inquiries
- WhatsApp Campaigns: Used click-to-chat interactions for smoother and faster communication
- Precision Targeting: Concentrated on local and lookalike audiences with proven interest in healthcare
- Ad Copy Refinement: Designed compelling, urgency-driven creatives highlighting Ayla’s key services
Key Outcomes
- Combined Ad Clicks (Google + Meta): 6,339
- Clicks on WhatsApp Links: 330 (roughly 5.2% of total ad traffic)
- Phone Call Conversions: 44 (approximately 0.7% of total clicks)
- WhatsApp Click Cost (CPC): ₹1.96
- Cost per Phone Conversion: Between ₹38 and ₹42
Visual Funnel Analysis
The lead funnel (see image) reveals a strong WhatsApp click-through rate and a healthy conversion volume via calls, showcasing both channels driving measurable action.
- 1 in every 19 clicks initiated a WhatsApp chat
- 1 in every 144 clicks turned into a call
Takeaways
WhatsApp channel exceeded expectations, generating hundreds of warm leads at a very low cost.
Call campaigns delivered quality results, achieving conversions within a cost-effective CPC range.
Meta + Google dual-channel strategy offers a scalable and efficient lead generation model for clinics targeting city-level intent.