Our client is a medical device company specializing in innovative treatment solutions for patients. In 2025, they partnered with The Frank Agency to scale patient lead generation for their flagship product while improving cost efficiency in an increasingly competitive healthcare advertising landscape.
Scale patient lead generation while improving cost efficiency — refining creative strategy, audience targeting, and campaign structure to achieve significant performance gains across Q2 and Q4, delivering more qualified leads at lower costs.
We delivered a comprehensive patient lead generation strategy — spanning paid social, creative optimization, audience targeting, campaign restructuring, and funnel improvement — all focused on scaling qualified leads at lower cost.
Apr 1, 2025 – Sep 30, 2025 | Q2 & Q4 Campaign Performance
+253.15% increase in leads over the campaign period
-45.29% reduction in cost per lead (from ~$72 to ~$21)
Scaling patient leads for a sensitive healthcare product while maintaining quality and cost efficiency required overcoming four key challenges:
Increase patient leads at scale without driving up Cost Per Lead in a highly competitive healthcare advertising environment.
Maintain performance despite intensifying competition and seasonal CPM pressure that threatened campaign efficiency during peak periods.
Identify and reach patients actively searching for treatment options while preserving lead quality and avoiding low-intent traffic.
Balance awareness, education, and conversion in a sensitive healthcare category where patient trust and journey complexity demand nuanced messaging.
We developed a three-pillar strategy to drive patient lead growth while continuously improving cost efficiency across Q2 and Q4:
Introduced high-performing patient-centric video creatives focused on quality of life and treatment outcomes. Iteratively refined messaging based on audience response. Identified and scaled 'legacy' video creatives that consistently outperformed benchmarks.
Focused on high-intent male audiences 55+ while maintaining reach among younger decision influencers. Implemented lookalike audiences based on confirmed form submissions. Leveraged physician locator engagement as a strong mid-funnel retargeting signal.
Prioritized physician locator-driven traffic to reduce patient journey friction. Consolidated campaigns using Advantage+ budgeting. Reduced inefficiencies from fragmented budgets and under-learning ad sets.
Sustained growth across Q2 and Q4 2025
CPL dropped from ~$72 to ~$21
Below $40 in peak competition periods
Consistent performance across Q2 and Q4
Physician locator engagement remained strong
Our patient lead generation strategy delivered consistent, scalable improvements in both lead volume and cost efficiency
Lead generation increased steadily from Q2 through Q4 2025, with daily volume scaling from single digits to consistent double-digit leads as campaigns matured
Average Cost Per Lead dropped 45.29% — from ~$72 at the start to ~$21 by late Q4, outperforming benchmarks even during peak auction pressure
Physician locator searches and landing page engagement remained strong as volume scaled, confirming that traffic quality and patient intent stayed high
Clear identification of winning creative formats and messaging built a scalable framework ready to support future growth initiatives including webinars and educational campaigns
By refining creative strategy, audience targeting, and campaign structure, our team delivered compounding efficiency gains across Q2 and Q4 2025 for this medical device client.
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