Overview

A fertility and IVF care centre operating in a Tier 2 city partnered with us to strengthen its digital acquisition funnel. Unlike conventional lead generation, IVF marketing operates in a high sensitivity, high consideration environment, where trust, privacy, and intent quality matter far more than scale.

The goal was not lead volume.
It was to drive real appointments and walk ins while maintaining ethical communication standards.

Context and Sensitivity

IVF is not an impulse decision. Patients require reassurance, clarity, and time before taking the next step. In Tier 2 markets, this is further amplified by social stigma, family involvement, and limited exposure to digital healthcare marketing.

This meant the performance approach had to be
Respectful in tone
Clear in intent
Focused on long term conversion rather than instant form fills

Any aggressive messaging would immediately break trust.

Objective

The objective was to generate high intent enquiries that could realistically convert into appointments and physical walk ins, while ensuring all communication remained medically responsible and emotionally sensitive.

Strategy and Execution

We designed the funnel with the assumption that conversion would happen over time, not instantly.

Creative communication avoided fear based hooks or exaggerated outcomes. Instead, messaging focused on reassurance, credibility, and clarity around consultation and next steps. No people based imagery was used, keeping visuals neutral and respectful.

Targeting and messaging were structured to attract users actively seeking fertility information rather than broad health audiences. Lead follow up was treated as a nurture process, with the understanding that patients often require multiple touchpoints before committing to an appointment.

The entire setup was optimised around appointment conversion, not raw lead numbers. Media decisions were evaluated based on downstream outcomes rather than surface metrics.

Channels and Funnel

Channels Managed

• Meta Ads

Funnel Focus

• High intent lead generation

• Lead to appointment conversion

• Walk in impact tracking

Results

With a total ad spend of approximately ₹3.64 lakhs, the campaign delivered measurable real world outcomes.

The average cost per lead settled at ₹728, while 13.2 percent of leads converted into confirmed appointments, resulting in 66 actual appointments.

More importantly, a meaningful portion of these appointments translated into physical walk ins, validating lead quality and intent.

In a sensitive healthcare category, this level of appointment conversion represented strong performance.