3D Timelinev0.2 / LAB
01Concern02Evidence03Clinic04Consult
THE PROBLEM WE ADDRESSCan a calm decision path improve the quality of consultation requests?
01Modelled business scenarioCompany and figures are fictional
02Working mechanism3D Timeline
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
More consultations that match the clinic and treatment.
BUDGET$24,000 media / monthPERIOD12-week model
Modelled for three clinics with treatment and urgency routing.
BUSINESS MODEL
What is sold and where the problem starts.
Increase attended consultations for priority treatments without sending every enquiry to one call centre queue.
Campaigns optimized to generic forms; patients often selected the wrong clinic, treatment or date and did not attend.
Bring booking CPA below $72, raise attendance above 70% and keep doctors' calendars balanced.
THE EXPERIMENT STORY
The calendar was full of requests — and empty chairs.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
People arrived worried, picked a generic consultation and often discovered later that they had chosen the wrong specialist or location. The clinic counted the booking; patients experienced uncertainty, rescheduling and silence.
Three-clinic healthcare group was selling diagnostics and specialist consultations across Warsaw metropolitan area. The model was appointment-based services. On the surface, the brief sounded direct: Increase attended consultations for priority treatments without sending every enquiry to one call centre queue.
- MODEL
- Appointment-based services
- 02
02 / WEEK ONE No-show bias
Campaigns optimized to generic forms; patients often selected the wrong clinic, treatment or date and did not attend. The trap was that isolated metrics still looked acceptable: Search/social CTR was 1.30%, qualified cpc was $3.20, and booking cpa was $92.
Campaigns treated a booking and an attended paid visit as the same outcome. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- Booking CPA
- $92 → <$72
- 03
03 / THE TURN Start with the concern, show the next safe step and measure attended care rather than a submitted form.
The first decision was “Service intent.” Build routes for symptoms, treatment, urgency and preferred clinic. It was followed by “Calendar connection”: Show only specialists and slots that can accept the selected request.
Imported attendance and treatment value, then excluded repeat administrative contacts. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Service intent
- 04
04 / THE BUILD Know what happens next: remove uncertainty around the first visit.
Know what happens next: remove uncertainty around the first visit. The production plan became 9 doctor explainers, 18 symptom statics, 6 clinic routes and reminder messages. The tests were not about abstract taste; they covered doctor face, symptom language, price range, next available slot, treatment process and clinic distance.
The journey was assembled as one chain: Symptom ad → Treatment route → Confirmed booking → Attended visit. Google Search, Meta, YouTube, Local SEO no longer lived in separate reports, while GA4, Call tracking, Clinic CRM, Google Ads Enhanced Conversions, Metabase connected spend, behaviour and the final outcome. Used availability feeds and equivalent-specialist recommendations on landing pages.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION In healthcare, clarity is not decoration. It is the first act of care.
In the model, search/social ctr moved from 1.30% to 2.22%, booking cpa from $92 to $67, and qualified consultations reached 291. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 9–12: Balance clinic and specialist capacity. The main conclusion reached beyond a single campaign. The conversion was not the form. It was the right patient attending the right specialist at the right location. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- Qualified consultations
- 291
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Search/social CTR
- BEFORE
- 1.30%
- TARGET
- 2.00%
- MODEL
- 2.22%
Message relevance
02Qualified CPC
- BEFORE
- $3.20
- TARGET
- <$2.70
- MODEL
- $2.41
Cost of a relevant visit
03Booking CPA
- BEFORE
- $92
- TARGET
- <$72
- MODEL
- $67
Confirmed appointment cost
04Attendance rate
- BEFORE
- 61%
- TARGET
- >70%
- MODEL
- 74%
Revenue-ready demand
05Qualified consultations
- BEFORE
- 214
- TARGET
- 270
- MODEL
- 291
Monthly priority volume
STRATEGY
Four decisions that change the economics.
- 01Service intent
Build routes for symptoms, treatment, urgency and preferred clinic.
- 02Calendar connection
Show only specialists and slots that can accept the selected request.
- 03Trust before form
Explain the visit, price range, doctor and preparation before asking for contact details.
- 04Optimize to attendance
Return confirmed and attended appointment events to the ad platforms.
CREATIVE IDEA
Know what happens next: remove uncertainty around the first visit.
9 doctor explainers, 18 symptom statics, 6 clinic routes and reminder messages.
Doctor face, symptom language, price range, next available slot, treatment process and clinic distance.
PATH TO OUTCOME
- 01Symptom ad
- 02Treatment route
- 03Confirmed booking
- 04Attended visit
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
No-show bias
PROBLEM
Campaigns treated a booking and an attended paid visit as the same outcome.
FIX
Imported attendance and treatment value, then excluded repeat administrative contacts.
Uneven calendars
PROBLEM
Popular doctors filled up while other suitable specialists remained free.
FIX
Used availability feeds and equivalent-specialist recommendations on landing pages.
OPERATING CADENCE
What happens while the project runs.
- 01Weeks 1–2
Map services, calls and attendance.
- 02Weeks 3–4
Launch service routes and doctor content.
- 03Weeks 5–8
Optimize to confirmed attendance.
- 04Weeks 9–12
Balance clinic and specialist capacity.
MAIN TAKEAWAYThe conversion was not the form. It was the right patient attending the right specialist at the right location.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.