Part of the On Demand Medical Group series · one client, three lenses
This is the Overview. On Demand Medical Group comes apart into three deep-dives — same client, three disciplines, readable in any order: Performance Marketing, Funnel & CRO, and Data & Analytics.
We work with a leading on-demand doctor and wellness brand— two services under one brand: an on-demand doctor service that brings a doctor to the patient and an IV-wellness service for hydration, recovery and vitamin drips. The demand was already there and the clinics were busy. What the brand didn't have was an acquisition engine it could read, or a way to grow without simply spending more.
We rebuilt the media around the cheapest converting demand, launched a second channel to carry reach, and implemented a CRM so the brand could finally see the whole path — lead to booking to revenue. In one fiscal month the result was more outcome on less spend: return on media rose from 3.9× to 6.8×, revenue grew +41% on 19% less ad spend, cost per patient fell 36%, and patient volume rose 27%— against a season that usually slows down.
Meet the brand.
Two services, two very different buyers. The on-demand doctor service serves urgent, right-now need — someone unwell who wants a doctor to come to them, fast. The IV-wellness service serves recovery and wellness — hydration, hangover relief, vitamin drips, often planned and often booked for groups. Same brand, same operations backbone, but the demand behaves differently, converts differently, and deserves its own media treatment.
Before the rebuild, growth meant spending more. There was no clear read on which demand converted cheapest, no second channel to create demand at the top of the funnel, and no CRM tying the ad click to the booking that followed. The opportunity was to make the same operation grow on less — by pointing media at the demand that actually converts, and by finally being able to measure it.
Two demand engines, each with a job.
The rebuild runs on two channels that do different work — one harvests the demand that's already searching, the other creates new demand at the top of the funnel. Kept separate, each is measured on the job it's best at.
- Google — the efficient core. High-intent search is where the cheapest patients live. We rebuilt the account into location tiers and per-product campaigns, recalibrated bids, and concentrated budget on the converting terms — cost per click down 28% and cost per conversation down 26% in the eight days after the change, with volume holding.
- Meta (Click-to-WhatsApp) — the reach engine. Search can only harvest demand that already exists. We launched Click-to-WhatsApp to create demand at the top of the funnel, ran a two-week test before committing budget, and held cost per conversation below the Google benchmark — proven, and now scaling to a full-funnel campaign set.
- A CRM underneath both. New this period: a CRM that tracks lead to booking to revenue across both services and both channels. For the first time the brand can see which demand becomes a booking, what a booking is worth, and where the funnel leaks — the scoreboard the whole engine is now optimised against.
Results — more outcome, on less spend.
Six numbers from a single fiscal month, all relative — return as a multiple, everything else month on month.
Honest read: the return is a blended figure across both services and both channels — the honest headline, because per-channel tagging only covers the tracked minority this early. Meta is three weeks old and read on early signal. And the CRM shows the funnel is a floor, not a ceiling: it books less than the clinic's own till logs, so the gap is walk-in and untracked demand the ads also influence. The one number holding steady is the booking step at ~41% — which is exactly where the next gain sits.
The rest of the On-Demand Medical Group engagement.
On-Demand Medical Group was one healthcare engagement built across urgent-care and recovery demand. Keep going — here’s the rest of the set:
- Performance Marketing — separated broad medical demand into clearer service-led funnels, from traveler illness to recovery care. More qualified inquiries from people with stronger booking intent.
- Funnel & CRO, — rebuilt the path from ad click to WhatsApp booking so each service had a clearer offer, clearer next step, and less friction before conversion.
- Data & Analytics. — tracked performance by service line, audience intent, location, and lead quality, turning mixed healthcare demand into a clearer picture of what actually drove bookings.
The brand now grows on less spend, not more — two demand engines pointed at the demand that converts, and a CRM that finally shows the whole path from click to booking.
Return on media doubled in a month, patients and revenue rose while spend fell, and the next gain is already mapped — the booking step. This is how GTMLab partnerships work: we rebuild the engine, measure it end to end, and hand back a system that compounds.
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