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Healthcare marketing is a high-stakes discipline. Unlike standard B2C or B2B sectors, the medical industry demands a delicate balance of strict regulatory compliance, high-intent patient funnels, and trust-based messaging that is notoriously difficult to master.
In this guide, we’re pulling back the curtain on the exact strategic framework we used to generate a 6x Return on Ad Spend (ROAS) for a medical client. We’ll show you how to navigate the industry's complexities while driving measurable growth.
If you need a custom healthcare marketing plan for your practice, you can book a call with our team here.
We also produced a comprehensive deep dive on this topic on our YouTube channel. You can watch the full breakdown of our 6x ROAS strategy below:
Step 1: Choose Your Offer
Your offer is the foundation of your entire campaign. You can have world-class ad creative and a lightning-fast landing page, but if the market doesn't want what you’re selling, the campaign will fail.
When we developed the offer for this campaign, $3.90/u Dysport for all new patients, it wasn't a shot in the dark. It was a calculated move based on four key strategic pillars:
- Competitive Benchmarking: We conducted a deep dive into local competitor pricing to ensure our "entry point" was the most compelling option in the immediate market.
- High-Intent Demand: We selected Dysport because it is a "gateway" treatment. It has high search volume and a low barrier to entry for patients who are new to aesthetics.
- Seasonal Awareness: This campaign launched during the Christmas season. Because ad costs (CPMs) spike during the holidays, we knew a "standard" offer would get drowned out. We needed a "stop-the-scroll" price point to maintain a low Cost Per Acquisition (CPA).
- Lifetime Value (LTV) Potential: We focused on the "Big Picture." While the initial margin on a $3.90/u offer is slim, the long-term value of a loyal aesthetic patient is worth thousands. We chose an offer that gets patients through the door so the clinic can retain them for years to come.
Step 2: Choose a platform
Choosing the right platform is about matching your service to user intent. To maximize ROI, you must meet your potential patients where they are—and more importantly, in the right mindset.
When selecting a channel, we categorize them into two main types:
- High-Intent (Google Search): This is ideal for specialized, high-ticket procedures (like surgical consultations or chronic condition management). Users are actively searching for a solution, making them "warm" leads, but the cost-per-click is often significantly higher.
- Low-Intent/Disruption (Meta Ads): Platforms like Facebook and Instagram are "disruption" channels. People are there to connect with friends, not necessarily to shop for medical services. To succeed here, you need a recognizable brand name (like Botox or Dysport) and a "stop-the-scroll" offer.
Why We Chose Meta for This Campaign
For this specific 6x ROAS campaign, we opted for Meta.
The reasoning was two-fold: First, Dysport is a household name with massive "impulse" appeal. Second, we were running this during the holiday season. We knew that while users were scrolling through their feeds for Christmas inspiration, a high-value aesthetic offer would act as the perfect "self-gift."
By leveraging Meta’s visual nature, we were able to capture the attention of patients who weren't necessarily searching for Dysport that day, but were primed to buy due to the seasonal timing and the strength of the offer.
Need help deciding where to spend your ad budget? Click here to book a strategy session and let us build your roadmap.
Step 3: Create Your Delivery Method
Once you have identified your platform, the next stage is to design your delivery method. The technical execution looks vastly different depending on whether you are leveraging search intent or social disruption.
Google Ads
If you were running a Google campaign, your delivery would be built on Keyword Mapping. This isn't just about bidding on high-volume terms like "Botox near me." Success on Google requires a deep understanding of the patient's psychology and search behavior.
Using tools like the Google Keyword Planner, we identify the full spectrum of patient queries:
- High-Intent Symptoms: Instead of broad terms, we target phrases like "tired eyes fix [City Name]" or "microneedling for acne scars."
- Outcome-Based Long-Tails: Someone searching for the "best lip filler for a natural look" is much further down the conversion funnel than someone just browsing "aesthetic clinics."
- Value-Driven Language: Patients who are ready to book use specific, emotional, and outcome-oriented language. By bidding on these long-tail phrases, we often find lower competition and higher conversion rates.
META Ads (Our Example)
For this specific 6x ROAS example, we focused on Meta, where the delivery method is driven by Ad Creatives. These are the visual assets (images and videos) that appear in a user's Feed (4:5 ratio), Stories (9:16 ratio), or Landscape (16:9 ratio).
In this campaign, we didn't just launch one or two ads and hope for the best. We created over 20 unique ad sets.
We did this for one reason: Data-driven certainty. By testing a high volume of creative variations, we could identify which specific visuals and hooks attracted "ready-to-purchase" patients versus "window shoppers." This initial A/B testing phase allowed us to stop wasting budget on underperforming assets and double down on what was actually driving revenue.
Something to note is that these ads alone are not fascinating. They are just done correctly with big fonts, clear CTA, and seasonal messaging.
Step 4: Create Your Landing Page
The landing page is where your traffic transforms into tangible leads. A common—and costly—mistake many clinics make is sending ad traffic directly to their website’s homepage.
This is a fast track to a low conversion rate. Your homepage is designed for exploration; your landing page must be designed for action.
To maintain focus, we recommend building a standalone landing page on a subdomain (e.g., book.yourclinic.com) or a dedicated domain. This minimizes distractions and keeps the user focused entirely on the offer.
Technical Note: If you’re setting up a subdomain, you’ll need to adjust your domain’s DNS settings. If this sounds like a foreign language, we recommend contacting your domain host’s support or your website administrator.
Conversion-First Design (Performance Over Aesthetics)
For this specific MedSpa campaign, our landing page followed a "Direct Response" philosophy. To be blunt: this page isn't designed to win creativity awards. It is designed to do exactly one thing: generate leads from patients who are ready to book.
In medical marketing, clarity beats cleverness every time. To maximize your Conversion Rate Optimization (CRO), your landing page must include these trust-building elements:
- Social Proof (Testimonials): Real stories from real patients to build immediate credibility.
- Visual Evidence (Images): High-quality, relevant imagery of the facility or the treatment results.
- Objection Handling (FAQs): Addressing the most common "what-ifs" directly on the page so the patient doesn't have to leave to find answers.
- Frictionless Lead Capture: A simple form that asks for only the essential information needed to follow up.
Step 5: Build Your Automations
This step is what separates a successful campaign from a wasted one. When someone fills out your form, there should be an automatic system in place that does three things:
- Replies To The Lead
- Encourages a Micro Win
- Sends That Lead To Your Sales Team (ideally within 3 minutes)
The NexaMed Strategy: Micro-Wins vs. Macro-Wins
At NexaMed, we utilize a strategic follow-up framework designed to qualify leads without draining your administrative staff's time.
When a lead receives an automated message, we prompt them for a response or a "trigger link" click. We call this a Micro-Win. It confirms the lead is a real person with an active interest. This filters your pipeline so your team only spends time on the Macro-Win: the actual booking and consultation.
The "5-in-3" Rule
To stay top-of-mind, your cadence matters. We recommend at least 5 touchpoints within the first 3 days after lead capture. Patients are often busy or distracted; consistent, professional follow-up ensures you are the clinic they remember when they are ready to commit.
Pro Tip: You don't need a complex IT department to set this up. Tools like GoHighLevel, HubSpot, or Zapier can seamlessly connect your landing page to your CRM. Click Here To See Our Custom Automations
Our 6x ROAS Implementation
For the campaign we are highlighting today, we built a smart-logic automation workflow:
- Dynamic Wait Parameters: The system automatically checks the time of day. If the lead comes in during office hours, they receive a "Live" style message. If it’s after hours, the messaging shifts to set expectations for a follow-up the next morning.
- Persistent Follow-Up: If a lead doesn't respond to the initial "Micro-Win" prompt, the system continues a sequence of value-driven messages until engagement is achieved.
By automating the "grunt work" of chasing leads, the clinic’s staff was able to focus entirely on high-value patient care and closing the bookings. Here is what our automation system looks like behind the scenes:
Step 6: Launch & Optimize
Once your campaign goes live, the "calibration period" begins. The first few days are not a time to "set it and forget it." Instead, you must monitor performance closely to ensure your messaging and targeting are hitting the mark.
In digital marketing, you are training an algorithm (your Pixel). If you feed that algorithm low-quality engagement or the wrong audience data, you risk training it on "bad data." Correcting this early ensures your ad budget is being funneled toward high-intent patients, not just random clicks.
Advanced Optimization: The Power of Parallel Testing
For practices looking to scale quickly, we recommend Advanced Optimization. Rather than putting your entire budget into a single campaign, consider running multiple smaller campaigns simultaneously. For example, five distinct campaigns with budgets of $500–$1,000 per month each, more evergreen in style.
By targeting different keyword themes, geographic radii, or creative angles against one another, you can:
- Accelerate Learning: Identify the "winning" combination of ad and audience in half the time.
- Diversify Risk: If one demographic underperforms, your overall lead flow remains stable because of your other active campaigns.
- Maximize Efficiency: Quickly shift budget from the "losing" campaigns to the "winners" to lower your overall Cost Per Acquisition (CPA).
The End Goal: Predictable, Compounding Growth
Because every clinic’s data will look different, optimization is an ongoing process. The aim is simple: gradually increase lead volume, reduce cost per lead, and maintain (or even improve) lead quality. Done consistently, this approach compounds over time, producing a lean, high-performing ad account that fuels predictable growth.
Healthcare Marketing Campaign Results
To show you the power of this framework in action, let’s look at the raw data. This campaign ran from December 4th, 2025, through January 6th, 2026—the height of the competitive holiday season.
In just over 30 days, here is how the numbers broke down for this MedSpa:
Total New Patient Leads
66
Trigger Link Clicks (Micro-Wins)
58
Active Outreach Responses
48
Confirmed Booked Appointments
28
Average Order Value (AOV)
$330
The Bottom Line
With 28 confirmed bookings at an average order value of $330, this campaign generated $9,240 in immediate front-end revenue. When measured against the ad spend, this resulted in a 6x Return on Ad Spend (ROAS) for the clinic.
Keep in mind that this does not account for Lifetime Value (LTV). These 28 new patients are now in the clinic's ecosystem for future treatments, memberships, and referrals—making the actual long-term ROI significantly higher.
Proof of Performance
We don't just track clicks; we track revenue. Below is the internal evidence from our platform showing the real-time patient bookings and the automated conversations that led to these results.
Conclusion: From Marketing Challenges to Predictable Growth
Success in healthcare marketing isn't the result of "going viral" or luck; it is the product of a precision-engineered system. As we’ve shown through this holiday campaign, achieving a 6x ROAS requires more than just a great ad—it requires a compelling offer, a friction-free landing page, and a relentless, automated follow-up sequence.
Ready to Scale Your Practice?
If you’re tired of "horrible" marketing strategies that waste your budget and want to implement a data-driven plan that actually moves the needle, let’s talk. We’ll audit your current approach and show you exactly how we can apply our 6x ROAS framework to your specific clinic.
Click here to book your 1-on-1 Strategy Call with our team today
