Intro
Part of the IHH Healthcare series · one client, three lensesThis is theOverview. The engagement comes apart into three deep-dives — same client, three disciplines, readable in any order:Performance Marketing,Performance Creative, andData & Analytics.
We work withIHH Healthcare— one of the world's largest private hospital groups, and the operator behind a set of premium Malaysian hospital brands:Gleneagles,Pantai Hospital, andPrince Court Medical Centre. The audience that mattered for this engagement sat across the border:Indonesian patients seeking high-quality specialist treatment abroad— a real, high-intent, high-stakes medical-travel market.
The situation was a familiar mismatch: world-class hospitals and a genuine audience, but no system to reach and convert them across multiple brands at once. Over roughly10 weeks, GTMLab built a multi-hospital, multi-audience Meta engine with finance-grade discipline — and it produced5,000+ qualified leadswhile cost per lead fell70%and weekly volume scaled roughly5×, ramping from around 195 leads a week to1,100+.
Meet IHH Healthcare.
IHH Healthcare is one of the largest private healthcare groups in the world, with premium hospital brands across Asia. This engagement centred on three of its Malaysian names —Gleneagles,Pantai Hospital, andPrince Court Medical Centre— each with its own reputation, specialties, and patient profile.
The demand behind it is cross-border medical travel. For many Indonesian patients, the nearest option for trusted specialist care isn't a local hospital — it's a short flight to a premium Malaysian brand. That's a considered, high-stakes decision: people are choosing where to have surgery or specialist treatment, not making an impulse purchase. The job was to reach those patients at the moment they're weighing it, and convert them into a real, contactable lead for the right hospital.
A strong product. No system to reach the right patients at scale.
The hospitals were world-class and the audience was real. What was missing was a system to connect the two — across three distinct brands, without leaking budget on the wrong people. Three structural challenges shaped the build:
One engine, three disciplines.
We built one patient-acquisition engine, and it comes apart cleanly into three tracks — each with its own deep-dive. Here's the short version; the detail lives in the lenses.
Results — a real patient-acquisition engine.
Six numbers from a ~10-week build, all relative or absolute lead counts — no spend, no cost figures, just what the engine produced.
Honest read: the lead counts and the −70% cost-per-lead curve is solid — they're the numbers the engine is optimised against. What's still resolving is the last mile: attribution from a qualified lead through to a booked appointment at the hospital. That handoff crosses into the hospitals' own systems, and closing it is the next build.
The rest of the engagement.
This was one engagement told three ways. Keep going — here's the rest of the set:
A premium hospital group now reaches cross-border patients through one engine that gets cheaper as it scales — three brands, one system, 5,000+ qualified leads.
Cost per lead fell 70% and weekly volume scaled ~5× while the targeting kept getting sharper — and the next gain is already mapped: closing attribution from lead to booked appointment. This is how GTMLab partnerships work: we build the engine, measure it, and hand back a system that compounds.
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