[ CASE_STUDY ]
Dr. Hatif Siddiqui
Orthopaedic Surgery — Joint Replacement, Robotic Knee & Hip · Lucknow
99 patient conversations started on WhatsApp in six days for ₹1,529 of ad spend, and 178 leads captured in the clinic’s own CRM — 17 of whom are now his patients.
[ THE_STARTING_POINT ]
Where we started.
- Orthopaedic searches in Lucknow are dominated by hospital brands with budgets a single consultant cannot match head-on.
- Ads that send people to a form lose most of them. Patients with a knee problem want to ask a question, not fill in fields.
- Enquiries that arrive on a personal WhatsApp get lost between cases — there was no system holding them, and no way to tell which ads produced patients rather than noise.
[ WHAT_WE_DID ]
The work.
- 01
Ads that open a conversation, not a form
Meta campaigns optimised for messaging conversations rather than clicks or form fills, so the first contact is a question answered rather than a field completed.
- 02
Creative built from the OPD
Reels and statics shot in the clinic covering the questions patients actually ask about knee and hip replacement — the ad looks like the content, because it is the content.
- 03
Every conversation captured
WhatsApp wired into a practice CRM on his own domain, so an ad-driven enquiry becomes a tracked lead with a follow-up stage rather than an unread message.
- 04
Cost per conversation as the only metric that matters
Not impressions, not reach, not clicks. The campaign is judged on what it costs to start a real conversation with a patient, and optimised against that.
[ RESULTS ]
What changed.
Every figure below says where it came from — Google Business Profile exports, platform insights, and the clinic's own OPD count. Nothing here is modelled or estimated.
₹15.44
Cost per patient conversation started
Meta Ads report, 1—6 August 2026 · ₹1,529 spend, 99 conversations
99
WhatsApp conversations in six days — around 16 a day
Meta Ads report, 1—6 August 2026
17
Of those leads are now his patients
ClinicOS CRM, campaign to date — booked an appointment and attended
Meta ads
1—6 August 2026 · 6 days- Conversations started99around 16 a day
- Cost per conversation₹15.44on ₹1,529 total spend
- People reached12,43926,708 impressions · 2.15 frequency
- Conversation rate0.80%of everyone reached started a chat
- Daily spend₹255a modest test budget
Source: Meta Ads Manager report — campaign live since 28 July 2026
What happened to the leads
Campaign to date · 28 July — 6 August 2026- Leads captured178all from the campaign, via WhatsApp
- Contacted15285% of them reached
- Now his patients17booked an appointment and attended
Source: ClinicOS CRM — every lead from this campaign, nothing added by hand
[ THE_CONDITIONS ]
Why this worked — and what it needed.
Results like this are not weather. They depend on things that were true here and are not true everywhere, so here is what the twelve weeks actually rested on.
Messaging, not lead forms
The cost per result is this low because the campaign optimises for conversations. A form-fill campaign in the same specialty costs considerably more per usable lead.
Somewhere for the message to land
Cheap conversations are worthless if nobody answers them. The CRM and the front-desk routine are what turn a ₹15 conversation into a booked appointment.
A short measured window
These are the first six days of an ongoing campaign. Cost per result typically drifts upward as an audience saturates — we report it as measured, on the dates measured.
[ START_THE_CONVERSATION ]
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