Intro
Part of the IHH Healthcare series · one client, three lensesYou're reading the Data & Analytics lens — one engagement told several ways, readable in any order: Overview, Performance Marketing, and Performance Creative.
IHH Healthcare runs a group of premium Malaysian hospitals — Gleneagles, Pantai, Prince Court — and a large share of its demand comes from Indonesian patients seeking care abroad. The job across the engagement was to turn that cross-border intent into booked appointments, cleanly and cheaply.
This page is the Data & Analytics lens: the capture-and-measurement layer that sits underneath the media and the creative. The ads bring the demand; this is the plumbing that catches every lead the moment it lands, pre-qualifies it, and feeds what converts back into the media so spend never chases the people you've already won. The demand engine lives inPerformance Marketing; the ads that pull it in live inPerformance Creative.
The leak: leads stalled before anyone could act.
Two gaps were quietly bleeding efficiency. Without a clean capture flow, leads stalled before the coordination team could reach them — the interest was real, but the moment passed while a person was still trying to make first contact. A cross-border patient weighing a hospital abroad doesn't wait; a slow first touch is a lost booking.
And without structured exclusion, the same low-intent people were re-served over and over while fresh prospects went untouched. Spend piled onto audiences that had already converted or already said no, fatigue crept in, and the cost of every new lead drifted up. The fix wasn't more clicks into the funnel — it was catching what came in faster, and continuously removing the people the media no longer needed to pay for.
The data moves.
01
Automated WhatsApp lead capture. A bilingual SleekFlow intake form captured name, hospital, doctor, and appointment type before any agent intervened — cutting time-to-first-contact and pre-qualifying every lead.
02
A continuous exclusion loop. Every batch of 50 new leads was fed back into Meta as a custom exclusion audience, continuously removing converted prospects so spend stayed on fresh audiences and fatigue never set in — the core driver behind the 70% drop in cost per lead.
03
Full-journey attribution — the next build (honest). The WhatsApp intake captures details early, but tracing the complete multi-touch path to a booked appointment is the next piece of infrastructure. Attribution doesn't fully resolve yet, and we say so.
Results — the capture-and-measurement layer.
What the automation and the exclusion loop made possible, framed relative and honestly.
Honest read: full-journey attribution to a booked appointment is still being built. The intake captures the early details, but the complete multi-touch path from first ad to booked appointment doesn't fully resolve yet — that's the next piece of infrastructure, and we frame it that way rather than over-claim.
The rest of the engagement.
This was one engagement told several ways. Keep going — here's the rest of the set:
The rest of the IHH Healthcare engagement.
IHH Healthcare’s engagement focused on improving how patient demand was captured, qualified, and converted across its digital funnel. Beyond lead automation, the work connected creative, media, and data systems to reduce response delays, improve lead quality, and lower acquisition costs.
1. Performance Creative — developed clearer, service-led messaging that helped patients quickly understand the relevant treatment, hospital offering, and next step. Creative variations were structured around patient intent, key concerns, and conversion-focused calls to action.
2. Performance Marketing — restructured campaign targeting and lead capture to reduce funnel leakage before the hospital team could follow up. Every won lead was fed back into the advertising system as an exclusion, helping minimise wasted spend and contributing to a 70% reduction in CPL.
3. Data & Analytics — connected lead outcomes with campaign data to track performance beyond form submissions. Reporting focused on lead quality, conversion status, service demand, and acquisition efficiency, giving the team a clearer view of which campaigns were generating meaningful patient enquiries.
Stalling leads became an automated capture loop — and every won lead became an exclusion the media stopped paying for.
Catch what comes in the moment it lands, pre-qualify it, and continuously remove the people you've already won — and the cost of every new lead falls. Cost per lead down 70%, every lead pre-qualified, capture fully automated. Full-journey attribution to a booked appointment is the next build, and we say so.
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