▌How I Generated 795 Calls in a Single Month Using a Meta Ads Strategy Based on Medical Specialties and Business Goals
795 calls generated in a single month
Average cost of just 12 lei per call
Over 220,000 people reached and 750,000 impressions
Client: Memormed Clinics
Industry: Private healthcare services
Channels used: Meta Ads
Objective: To increase the number of appointments and expand certain medical specialties
▌Context
In healthcare marketing, one of the biggest mistakes is promoting all services through the same campaign.
The reality is that every field has:
✦ a different audience
✦ a different purpose
✦ a different level of urgency
✦ and a different communication need
At Memormed, we didn’t create a generic campaign for the clinic.
We built a marketing system focused on business growth.
Every month, we analyze:
✦ specialties that need to grow
✦ doctors with additional availability
✦ new services
✦ and the clinic’s business objectives
Based on this information, we are constantly restructuring our campaigns.
▌The Challenge
The goal wasn’t just to generate traffic.
The goal was much more specific:
An increase in the number of calls and appointments for specialties with growth potential.
In a multidisciplinary clinic, each department has different needs.
Sometimes the focus is on:
✦ imaging
✦ sometimes in urology
✦ gynecology
✦ allergy
✦ orthopedics
✦ pediatric neurology
✦ or promoting a specific doctor
The strategy had to be flexible enough to support all of these areas simultaneously.
▌Strategy
Instead of investing our entire budget in a single large campaign, we built a separate structure for each specialty.
Essentially, each major service operated as a mini-business with its own goals and its own campaigns.
This approach has allowed us to:
✔ to better control costs
✔ to quickly identify what works
✔ to optimize each specialty individually
✔ to scale up exactly where we saw results
▌Campaign Structure
The campaigns were organized by specialty:
✦ Urology
✦ Imaging (MRI and CT)
✦ Ophthalmology
✦ Allergy
✦ Dermatology
✦ Gynecology
✦ Pediatric Neurology
✦ Orthopedics
But also individual doctors when there is a clear development goal.
This segmentation has allowed for much better control over messaging and performance.
▌Targeting
One of the reasons costs have remained very efficient is the combination of several types of audiences.
Broad Audiences
For broad-reach categories, we used open audiences, allowing the Meta algorithm to identify users with a high probability of conversion.
Dedicated Audiences
We have developed specific segments for certain services.
Example:
Gynecology
Exclusively female audience.
Pediatric Neurology
Focus on parents and families with children.
Urology
Messages and audiences tailored to the specific nature of the service.
This combination of a broad approach and strategic segmentation has enabled the company to both scale up and remain relevant.
▌Creative Strategy
In the medical field, creative content directly influences the cost per conversion.
For this reason, I used the following simultaneously:
✔ Static banners
✔ Carousels
✔ Flexible Ads
✔ Dynamic Creative
✔ Multiple copy variations
In each campaign, we tested:
✦ different images
✦ different benefits
✦ different calls to action
✦ different communication angles
Meta has consistently received new content for optimization.
▌Ad #1 – Urology
One of the most effective campaigns was the one focused on urology services.
The message was built around a very clear need:
Free Services with a Referral Form
This type of message eliminated one of the main barriers to signing up and generated a high volume of low-cost calls.
Results:
✦ 148 calls
✦ cost per call: 7.31 lei
▌Ad #2 – MRI and CT Imaging
For the visuals, we went with a simple and very direct message:
Quick Scheduling for Imaging Tests
In this category, users are searching for:
✔ speed
✔ availability
✔ and easy access to diagnostic tests
The message was crafted specifically around these benefits.
Results:
✦ 130 calls
✦ cost per call: 8.75 lei
▌Ad #3 – Excellence in Medical Imaging
Another creative approach that performed exceptionally well was built around a premium positioning strategy.
Excellence in Medical Imaging
It was aimed at users looking for trust and quality, not just price.
The result was a high volume of interactions and calls at a competitive cost.
▌May Results
In just one month, the campaigns generated:
✔ 795 calls to the clinic
✔ 265 calls lasting more than 20 seconds
✔ 169 calls lasting more than 60 seconds
This is important because we’re not just talking about outbound calls, but about actual conversations with potential patients.
▌Overall Results
✔ 795 calls generated
✔ Average cost of 12 lei per call
✔ Over 220,000 people reached
✔ Over 750,000 impressions
✔ Over 16,600 clicks
These results were achieved through a structure consisting of multiple campaigns and multiple objectives, which were continuously optimized to meet the clinic’s needs.
▌What Made the Difference
Success didn’t come from just one ad.
He came from:
✦ Segmentation by specialty
✦ Tailoring messages for each service
✦ Promoting the right doctors
✦ Continuous testing of creative assets
✦ Ongoing optimization based on business objectives
Instead of promoting the “clinic” in general, we promoted specifically the services that needed to grow.
A marketing model built around the business
One of the most important lessons I’ve learned from working with Memormed is that true performance is achieved when marketing aligns with the company’s operational needs.
There is no such thing as a standard campaign that runs for months without any changes.
There are:
✦ Analysis
✦ Adaptation
✦ Testing
✦ and continuous optimization
Every month, we identify growth opportunities and adjust the structure of our campaigns to support the clinic’s goals.
▌Conclusion
The Memormed campaign demonstrates that, in the medical field, performance isn’t just about reach or clicks.
Performance means:
✔ Patients who call
✔ Appointments that turn into consultations
✔ And marketing built directly around business objectives
Through a Meta Ads strategy based on niche targeting, smart targeting, and continuous optimization, we generated nearly 800 calls in a single month, maintaining an average cost of just 12 lei per call.
⭐ Do you want to increase the number of appointments for your clinic?
At re7consulting, we build medical marketing strategies based on real results: calls, appointments, and the development of the services that matter for your business.
Let’s talk
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