Moving beyond basic metrics to meaningful patient engagement
The Challenge
HCA Healthcare UK, with their network of more than 30 facilities across London, Manchester, and Birmingham, had established a solid foundation for digital patient acquisition. However, their Meta advertising strategy was limited by its focus on basic link clicks rather than meaningful patient engagement metrics.
The challenge was clear: evolve beyond simple click measurements to a more sophisticated approach that would deliver real value – qualified patient leads at a lower cost. This required not just tactical changes, but a complete strategic pivot in how campaigns were structured, measured, and optimized.
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Our work with HCA has been multi-faceted, inspired and transformational.
Building a conversion-focused funnel
The Solution
Working closely with HCA Healthcare UK, we implemented a comprehensive restructuring of their Meta advertising approach:
- Implemented funnel-stage relevant campaign goals, using Landing Page Views for traffic campaigns and conversion objectives for calls and leads
- Refreshed creative assets to apply previous campaign learnings and maximize audience resonance
- Developed careful budget allocation strategies to ensure both traffic and conversion campaigns delivered optimal results
- Established new KPIs and forecasts to accurately measure the impact of our strategic pivot
This approach allowed us to build a more valuable upper-funnel audience while simultaneously optimising conversion campaigns to capture high-intent users when they were ready to engage.
Dramatic growth in quality patient engagement
The Impact
The results validated our strategic shift.
By moving beyond basic metrics to a more sophisticated, funnel-based approach, we transformed HCA Healthcare UK's digital patient acquisition strategy. The new framework not only delivered more potential patients to their world-class clinical teams but did so at a significantly reduced cost – creating a sustainable model for continued growth in their specialised healthcare services.