PrimaCare: +300% appointments, CAC down 31%
Owned the entire demand engine for an at-home healthcare platform: paid social and search, landing pages, lead lifecycle, CRM, reporting. Online appointments grew 300% in twelve months while a lead-scoring model lifted MQL→SQL conversion 28% and blended CAC fell 31%. Repeat customer rate rose 37%, and an internal CRM build cut appointment scheduling time 75%.
A lead lifecycle, not a lead pile
Healthcare bookings fail in the middle of the funnel: inquiries arrive, but unqualified ones drown the operations team and qualified ones go cold while waiting. So before scaling spend, I defined the lifecycle (inquiry → MQL → SQL → booked → repeat) with explicit entry criteria for each stage, and built a lead-scoring model on service intent, locality, urgency signals and engagement behavior. Routing changed with it: high scores went straight to the booking team's queue, low scores entered an email nurture track instead of consuming staff time. MQL→SQL conversion rose 28% without a dirham of extra media.
On the acquisition side, I planned, built and managed paid social and paid search end-to-end, covering keyword research, bid management, negative keyword discipline and budget pacing, and ran geo-targeted campaigns across 200+ Dubai localities with content tailored to each service area. KPI targets were set before every launch; creative, targeting and landing pages were then iterated through controlled A/B tests, and budget moved to validated winners only after sufficient sample sizes. Appointments tripled; blended CAC fell 31% as scoring stopped spend from chasing volume that operations couldn't convert.
The infrastructure made it stick. I built an internal WordPress CRM that automated booking and billing, cutting scheduling time by 75%, and reporting dashboards that joined ad-platform data with CRM outcomes, so stakeholders saw cost against booked revenue, not clicks. Nurture sequences segmented by engagement ran at a 42% average open rate, and aligning paid messaging with the downstream service experience drove the 37% lift in repeat bookings.
Funnel performance, year over year
Retention & operations
Execution detail: lead scoring & lifecycle
- Scoring inputs: service category intent, locality match to coverage zones, urgency language in inquiry, page-depth and return-visit behavior; thresholds reviewed monthly against actual close rates so the model learned from outcomes.
- Routing: SQL-threshold leads pushed to the booking queue with SLA expectations; sub-threshold leads entered segmented nurture with re-scoring on every engagement event.
- Definitions: wrote the MQL/SQL definitions with the operations team and held both sides to them. Shared definitions are the unglamorous thing that makes funnel numbers mean anything.
Execution detail: paid media & brand
- Search: end-to-end Google Ads management: keyword research, match-type strategy, continuous negative keyword collection, bid management and budget pacing against CPA targets.
- Social: Meta prospecting and retargeting with service-specific creative; geo-segmented ad sets across 200+ localities so messaging matched the neighborhood being served.
- Experimentation: success metrics fixed pre-launch; landing page, creative and audience variants tested controlled, with reallocation only after validation across sufficient sample sizes.
- Brand: developed the brand identity from scratch and produced print, web and social content in-house, giving one consistent system from first impression to booked visit.
Full metric table
| Metric | Result | Measurement basis |
|---|---|---|
| Online appointments | +300% | Booked appointments in CRM, 12-month program |
| MQL→SQL conversion | +28% | Post lead-scoring rollout vs prior quarter |
| Blended CAC | −31% | Total spend / booked customers |
| Repeat customer rate | +37% | Repeat booking frequency |
| Nurture open rate | 42% | Segmented email sequences, annual average |
| Scheduling time | −75% | Internal CRM build, booking + billing automation |
| Geo coverage | 200+ localities | Locality-tailored campaigns across Dubai |