Book a free consutation >
How a Fertility Clinic Turned Unpredictable Leads into a Steady Growth Engine
A marketing transformation story in one of healthcare’s most delicate and competitive fields
Confidentiality and Professional Ethics
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their consent. This is a mandatory standard in our work.
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their consent. This is a mandatory standard in our work.
When Medical Expertise Isn’t Enough
Imagine this: you run a modern fertility clinic. You’ve got a brilliant team of doctors, advanced protocols, and hundreds of happy families. You help couples who’ve dreamed of a child for years finally become parents. Success should be inevitable.
But reality is more complicated.
Patients come in waves — too many or too few. The cost of each new lead keeps rising. And your marketing feels more like a patchwork of tactics than a focused strategy.
That’s exactly where one private fertility clinic in Central Asia found itself. It had everything in place — except a working system for patient acquisition.
But reality is more complicated.
Patients come in waves — too many or too few. The cost of each new lead keeps rising. And your marketing feels more like a patchwork of tactics than a focused strategy.
That’s exactly where one private fertility clinic in Central Asia found itself. It had everything in place — except a working system for patient acquisition.
What made it especially difficult:
So we built one — from scratch.
- Fierce competition: other clinics were advertising “100% guarantees” and “70% off IVF” — promises that are unrealistic and misleading
- Premium pricing: the clinic needed to explain why high-quality care can’t be bargain-priced
- A sensitive audience: patients facing infertility often prefer private channels and are emotionally vulnerable
- Social stigma: taboos around infertility remain strong, and trust in medical advertising is low
So we built one — from scratch.
You can have everything in place — except a working system for patient acquisition
Armen Kaladzhyan
AK Marketing
What follows is a brief overview of the project.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
From Campaign Chaos to a Clear Patient Journey
Our goal wasn’t just “more leads now.” We wanted to build a long-term system that would work even without constant discounts or promo offers.
We began with a deep audit: every marketing material, every click-to-conversion path, every dropout point. From that, we built a plan with four key pillars.
We began with a deep audit: every marketing material, every click-to-conversion path, every dropout point. From that, we built a plan with four key pillars.
1. Stories That Build Trust — and Belonging
When we first reviewed the clinic’s social media, it looked… fine. Nice visuals. Educational captions. Occasional promotions. But it felt like every other medical page — and that was the problem.
There was no emotion. No connection.
We changed the strategy completely, shifting focus to emotionally powerful content:
There was no emotion. No connection.
We changed the strategy completely, shifting focus to emotionally powerful content:
- Real couples who, after years of trying, finally became parents (shared with consent and great care)
- Honest, unpolished videos from doctors answering tough questions
- Educational posts written in accessible — but never simplistic — language
We’ve started sharing real stories from our patients who found the joy of parenthood. For privacy reasons, their faces are blurred.
We’ve started hosting live sessions and collaborative posts with our doctors — sharing valuable insights and answering your questions
2. A Funnel That Guides — Not Pushes
We rebuilt the digital experience around one key question: what makes a cautious, skeptical person take that first step?
The answer wasn’t urgency or hype. It was clarity, comfort, and control.
We created:
The answer wasn’t urgency or hype. It was clarity, comfort, and control.
We created:
- A dedicated IVF landing page — focused on real outcomes and clinical integrity
- A smart link-in-bio page that guided visitors to the right path based on their questions
- An application form with “soft friction” — intentionally requiring a few extra steps to filter for serious leads and save doctors’ time
Welcome to our daily inspiration bot
Every day, we share real stories of women who overcame challenges and achieved their dream of becoming mothers.
Because hope grows stronger when you know you're not alone.
Every day, we share real stories of women who overcame challenges and achieved their dream of becoming mothers.
Because hope grows stronger when you know you're not alone.
3. Ads That Feel Like Advice, Not Ads
We tossed out the traditional playbook. No more broad-reach, hard-sell messages. Instead, we crafted ads that felt like a friend sharing helpful info:
And it worked fast:
- Direct-message ads for cautious users who didn’t want to fill out public forms
- Retargeting for warm audiences: success stories, doctor videos, and previews of valuable content
- Visuals focused on clarity and warmth — not gloss and polish
And it worked fast:
- Over 1,400 inquiries per month
- Cost per lead dropped from €15–25 to €3–5
- Quality and conversion rates improved significantly
- 28% of leads scheduled a consultation within the first 10 days. An additional 15% converted within 3–5 weeks, supported by retargeting and follow-up messaging.
Yes, this is an ad!
But when it comes to something as delicate as reproductive health, you don’t need flashy promises — just real success stories from our patients and doctors.
But when it comes to something as delicate as reproductive health, you don’t need flashy promises — just real success stories from our patients and doctors.
Real campaign results.
Leads from $1.67 to $5.51 across different ad sets — with over 1 million people reached.
Leads from $1.67 to $5.51 across different ad sets — with over 1 million people reached.
4. Connecting Marketing with Real-World Care
Leads mean nothing if they’re not handled properly.
We partnered with tech and operations teams to:
We partnered with tech and operations teams to:
- Integrate the ad flow into a medical-grade CRM
- Train admins to respond appropriately to leads from different sources
- Track call outcomes and identify drop-off patterns
- Within the first month of implementation, the missed-call rate dropped by 41%, and admin response time improved by 60%. This alone resulted in over 110 additional consultations — without increasing the ad budget.
Results That Changed the Clinic
In just a few months, the clinic moved from erratic results to a reliable flow of high-quality leads.
Key outcomes:
Key outcomes:
- Over 1,400 qualified inquiries every month
- Predictable cost per acquisition — even as competition increased
- Patients who felt heard, not “targeted”
- And after five months of sustained growth — the launch of a new international location
Real Growth Is Rarely Smooth
We don’t want to give the impression that everything went perfectly. In medical marketing — especially in reproductive care — progress is never linear. Results are earned, not handed out.
We faced plenty of challenges along the way. One of the biggest: lead quality and show-up rates.
Despite high ad performance, we saw a consistent number of leads who never answered calls, didn’t remember leaving a request, or simply vanished after initial contact. Only a few conversations turned into actual consultations — even fewer into visits.
We responded quickly and methodically:
• Changed ad creatives and targeting settings
• Rebuilt lead forms with better filtering
• Switched campaign objectives
• Tested different call-to-action types
• Even adjusted tone of voice and language
Still, a significant share of leads remained unresponsive. Part of the reason? The market itself. Many potential patients reacted emotionally to the ads, but hesitated to speak on the phone or needed permission from a partner or family member.
One of our internal audit showed that, over five days, only 6 out of dozens of calls led to any meaningful outcome — and very few booked an appointment.
So no, it wasn’t easy. But that’s exactly why this kind of work matters. Medical marketing isn’t about chasing perfect stats — it’s about persistence, sensitivity, and constant refinement.
We faced plenty of challenges along the way. One of the biggest: lead quality and show-up rates.
Despite high ad performance, we saw a consistent number of leads who never answered calls, didn’t remember leaving a request, or simply vanished after initial contact. Only a few conversations turned into actual consultations — even fewer into visits.
We responded quickly and methodically:
• Changed ad creatives and targeting settings
• Rebuilt lead forms with better filtering
• Switched campaign objectives
• Tested different call-to-action types
• Even adjusted tone of voice and language
Still, a significant share of leads remained unresponsive. Part of the reason? The market itself. Many potential patients reacted emotionally to the ads, but hesitated to speak on the phone or needed permission from a partner or family member.
One of our internal audit showed that, over five days, only 6 out of dozens of calls led to any meaningful outcome — and very few booked an appointment.
So no, it wasn’t easy. But that’s exactly why this kind of work matters. Medical marketing isn’t about chasing perfect stats — it’s about persistence, sensitivity, and constant refinement.
Final Thought: Healthcare Marketing Is Quiet Work
This case wasn’t about flashy campaigns or going viral. It was about quiet, thoughtful, human-centered strategy — the kind that reproductive healthcare demands.
- Listening more than selling
- Explaining more than persuading
- Building trust, one message at a time
Expert Marketing for Medical Clinics
⏹ Medical marketing requires a specialized approach. Unlike mass-market advertising, the focus here isn’t on the number of leads, but on their quality. It’s not about the size of the ad budget, but how strategically it's allocated. Not about flashy creatives, but about building trust and converting interest into action.
We specialize in promoting “considered choice” services — such as hardware-based cosmetology, complex medical procedures, and premium healthcare services. These are offerings people take time to evaluate: they compare, research, and make well-informed decisions.
We specialize in promoting “considered choice” services — such as hardware-based cosmetology, complex medical procedures, and premium healthcare services. These are offerings people take time to evaluate: they compare, research, and make well-informed decisions.
⏹ With over 10 years of experience working with medical centers, we’ve developed deep expertise in marketing for clinics across various specialties. We don’t just launch ads — we build comprehensive marketing systems that steadily convert investments into measurable profit.
⏹ Unlike many advertisers, we understand how decision-making works in the healthcare space and tailor every marketing step to match those specifics.
⏹ Unlike many advertisers, we understand how decision-making works in the healthcare space and tailor every marketing step to match those specifics.
Strategy + Advertising + Persuasion
By combining a strategic approach, targeted advertising, and warming, persuasive content, we attract high-quality leads and increase sales.
Start with the first step — a consultation
Every business is unique, and there are no one-size-fits-all solutions. We suggest starting with a 30-minute consultation to identify your key growth opportunities.
Or feel free to message us! We’re here to respond between 10:00 AM and 6:00 PM Central European Time (CET).
Choose your preferred messenger below.
Choose your preferred messenger below.
Genuine Client Feedback
Thank you for your responsible approach to the project. For us, this has been a challenging task, largely due to the novelty of the product in the Russian market. Despite the general skepticism among our fellow citizens, you managed to build clear and persuasive communication with the target audience.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
Armen, thank you for the quality work. The results are clear to me personally. There used to be silence—now people are actually reaching out and asking about the medical center. I’m not good with words like that, but I’ll try to get more involved in the process too. I think I’ve started to believe in social media. Let’s keep it going.
Thank you for your support in launching the “ALGOM” project — an evidence-based medical reference system.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
We launched our project at a very difficult time—right at the start of the pandemic. It was challenging not only to get clients, but even to generate leads.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
We’ve been working with Armen for three years now. During our collaboration, we’ve launched dozens of advertising campaigns to promote the clinic’s services — from diagnostics to cosmetology.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Thank you so much for your productive work — the numbers speak for themselves:
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
Thank you for supporting us from the very beginning of our business journey. At the start, our concept was vague — we didn’t even have a name. You guided us through every stage of building the business, from developing the strategy to acquiring our first clients.
You completely changed the way I approach marketing. For several months, I was paying an SMM manager for work that brought zero results.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
In less than a month, we received a strong flow of inquiries on our website for our house-building promotion. Armen is always available and ready to provide guidance.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.