Intro
We worked with a premium orthopedic clinic in Jakarta— a specialist treating active, often painful musculoskeletal conditions: pinched nerves, joint and bone disorders, and height-correction treatments. When we took over paid media, the demand was real and high-intent — patients who'd been suffering for weeks and were actively searching — but the paid setup wasn't capturing it: no Google Search presence, a Meta account with no funnel structure, and no measurement tying spend to actual patients.
This page is the Performance Marketing lens: how an unstructured account became a two-channel funnel built per condition. The message inside it lives in Performance Creative; the tracking that let us optimize to real patients lives in Data & Analytics.
Meet the clinic.
The clinic is a specialist orthopedic clinic serving patients with active musculoskeletal conditions — pinched nerves, joint and bone disorders, and height correction. These aren't impulse buyers: they've typically been in pain for weeks or months and are actively researching solutions, which makes them ideal for high-intent search and responsive to proof-driven, clinically authoritative social creative.
The gap was infrastructure, not demand. The Jakarta orthopedic market is competitive — private specialists, hospital departments, and traditional-medicine alternatives all chase the same patient — and at takeover The clinic had zero paid search visibility, a Meta account with no awareness-to-intent funnel, one creative serving three very different patient personas, weak attribution, and a lead-to-patient conversion rate that no one was using as a signal. The opportunity was significant; the setup simply wasn't built to capture it.
The challenge — demand the setup couldn't capture.
The patients were already searching. The problem was that nothing in the paid setup was built to meet them — high intent on one side, an underbuilt account on the other.
Our approach — a funnel per condition, across two channels.
The table below is the high-level cut. The working build is roughly 10× more nuanced — each condition splits by intent, urgency, and decision timeline, with its own campaigns, audiences, and creative per channel.
The shift, before → after.
| Dimension | Before | After |
|---|---|---|
| Search | No presence — competitors caught the intent unopposed | Three condition-specific campaigns catching demand at the moment of search |
| Meta | One undifferentiated layer of campaigns | An awareness-to-intent funnel, condition-specific at the bottom |
| Targeting | One creative and audience for three patients | A track per condition, matched to its urgency and timeline |
| Budgeting | Steered by clicks, with no patient read | Rebalanced monthly toward the conditions that convert to patients |
| Leads & return | Flat volume, ROAS around 12× | 4.2× more leads a month, ROAS up toward its peak |
Results — the media engine, working.
Reported in relative terms and rates. ROAS shown as a multiple, measured through the CRM lead-to-patient tracking.
Honest read: this compounded over nine months, not overnight — the early weeks were measurement and structure before the volume came. And in healthcare the lead only proves out offline: the clinic's care team is the final conversion layer, so we optimize to lead-to-patient conversion tracked through the CRM, not to clicks. The 75× return is measured against that tracking, not a guess.
What this rebuild taught us about healthcare paid.
- Be where the intent already is. — A patient in pain searches their exact condition. Absence from Search isn't neutral — it hands that high-intent moment to a competitor.
- One creative can't serve three conditions. — Urgency, chronic pain, and aspiration are different journeys. A track per condition converts each far better than one message averaged across all.
- Reach feeds intent. — A real Meta funnel — mid-funnel reach seeding the pool, bottom-funnel capturing it — beats a flat layer of campaigns all chasing the same conversion.
- Let real patients steer the budget. — Once the CRM tracked leads to patients, spend could follow outcomes, not clicks. That feedback loop is what made the growth compound.
An underbuilt account is now a two-channel funnel built per condition — Search catching intent the moment it appears, Meta building it, and budget following the patients who actually convert.
Leads are up 4.2× a month on nearly the same budget, return is up from where it started, and the engine keeps compounding as the monthly loop steers spend toward what works. The care team closes; the funnel keeps it full.
Book a strategy call →The rest of the engagement.
Keep reading : This is one of three lenses on the same build. See Performance Creative for the condition-specific message inside this funnel and Data & Analytics for the CRM loop that steered it — or return to the overview.