Case Study · Maryam Derma Clinic
$4.52 cost per lead and 38% booking rate for a dermatology clinic
A dermatology clinic that needed real bookings, not low-intent inquiries. Doctor-centric authority + hyper-local targeting + booking-intent optimization.
The Client
Who they are.
Maryam Derma Clinic is a dermatology + aesthetic practice in a residential commercial district of Lahore, Pakistan. The lead doctor is a board-certified dermatologist with a decade of clinical experience and a real reputation in the local medical community. Service mix is split between high-value treatments (PRP, Hydrafacial, treatment packages running PKR 8,000–25,000 per session) and general consultations.
The Challenge
The starting point.
The clinic was getting leads but not patients. Two prior "Meta Ads experts" had delivered cheap leads at PKR 200–300 each. and almost none showed up. The doctor was about to fire paid ads entirely and go back to relying on word-of-mouth. Our first call was 90 minutes long and largely her venting about the previous agencies. The brief: real procedure bookings, higher-value patients (not coupon-chasers shopping a 30% off Hydrafacial), and stronger local visibility within walking distance of the clinic. And a reason to trust paid ads again.
Constraint 1: Monthly budget ceiling: $1,900 (PKR ~530,000)
Constraint 2: Two prior agencies fired within 6 months. credibility was thin
Constraint 3: Local catchment radius: 5–10 km only (Lahore traffic kills longer commutes)
Constraint 4: Doctor refused to use her face on camera initially. strong cultural reservation
The Strategy
What we actually did.
Four shifts away from the "discount-and-volume" playbook. The doctor agreed to test all four for 30 days. By Day 18 she was sending me voice notes about new patients walking in and saying they'd seen our PRP video. That was the moment I knew it was working.
Doctor-centric authority positioning (no doctor on camera, by request)
Trust over discounts. We honored her preference not to appear on camera initially by building authority through her credentials, treatment process explainers (her hands and voice only), and patient outcome talking points. By Month 2 she volunteered to record one short on-camera intro after seeing the engagement on the voice-only content. Authority cuts through where discounts cannot. Pakistani patients spending PKR 25,000 on PRP want a doctor they trust, not a coupon.
Service-based campaigns, not offer-based
Campaigns organized around what patients actually search for: "PRP for hair loss," "Hydrafacial," "acne treatment for adult women," "melasma." Each treatment got its own audience targeting, creative concept, lead form, and Calendly slot. Higher relevance scores, lower CPL, sharper booking intent. The PRP campaign ran at $3.20 CPL by Week 3. half the clinic average.
Hyper-local 5–10 km radius targeting
Most clinics throw budget at all of Lahore (a city of 14 million). We narrowed to a tight 5–10 km radius around the clinic and layered demographic filters (women 28–55, urban household income, English + Urdu interests). Zero spend on people too far away or in the wrong commute corridor to ever realistically book.
Optimized for booking intent, not raw form-fills
The lead form had two qualifying questions ("Which treatment are you interested in?" and "Preferred booking window. morning/evening?") that filtered out tire-kickers before they hit the receptionist. Meta's optimization signal was the WhatsApp-confirmed-booking event, not the form-submit event. That single change cut no-show rate from 60% to 28% inside three weeks.
Results
The transformation.
Ads converted into real, paying patients. Lift came primarily from higher-value procedures (PRP, Hydrafacial, treatment packages) rather than the prior consultation-only mix. Branded search and direct walk-ins climbed during the engagement. the clinic became the local category authority.
Held flat across the 90-day engagement.
All booking-intent qualified, not raw form-fills.
Below the local-service benchmark of ~$15 (LocaliQ 2025 healthcare).
Driven by qualifying questions on the lead form.
High-margin services, not low-margin consults.
For procedures where average ticket exceeds $200.
What we'd do next
The next chapter.
Phase 2 would add a WhatsApp reactivation flow for past patients (typical clinic retention is 20-30% under-utilized), a Google Local Service Ads layer for high-intent search capture, and a doctor-led short-form video arm on TikTok and Instagram Reels to compound the authority positioning. Goal: drop the paid CPL another 30% by month 6 by feeding warm audiences from organic.
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