Self Pay Surgery – Healthe Care
Lead Generation Marketing Stack. From website build, to digital ads and performance tracking.
Medical
Transforming Lead Generation for Self Pay Surgery
Self Pay Surgery launched in July 2020 as a response to the growing gap between public and private healthcare in Australia. The COVID-19 pandemic led to a ban on non-essential surgeries from March to June 2020, exacerbating already lengthy public hospital wait times and coinciding with a significant decline in private health insurance memberships. Self Pay Surgery sought to offer a middle-ground solution: affordable, private hospital surgeries for uninsured patients at transparent, fixed prices.
Self Pay Surgery needed to:
To achieve these objectives, we implemented a three-tiered disruption model:
1. Category Creation
Self Pay Surgery introduced a direct-to-consumer option that positioned itself between public and private healthcare systems. This new category catered to patients who did not want to wait years for public surgery but also could not afford uninsured private surgery rates.
2. Digital-First Strategy
A fully digital marketing and sales model was established to acquire, educate, and convert patients. The key components included:
* Google Ads – Capturing high-intent patients searching for private surgery options.
* Social Ads (Facebook, Instagram, Audience Network) – Driving awareness and engagement.
* Landing Page Optimization – Creating a frictionless experience with clear pricing and easy form submissions.
* Call Tracking and CRM Integration – Monitoring inquiries and conversion paths in real time.
3. Automated CRM and Sales Pipeline
A sophisticated HubSpot CRM system was implemented to manage the end-to-end patient journey. This system:
* Automated follow-ups and appointment bookings.
* Tracked every interaction from lead generation to surgery completion.
* Provided a real-time data dashboard displaying key metrics, including ad impressions, website engagement, form submissions, and booked surgeries.
The streamlined digital marketing and sales process resulted in:
