ROI of a medical digital campaign: how to measure and improve it

Why ROI is the metric that defines your investment success

Investing in digital marketing without measuring the return is like prescribing a treatment without follow-up: you only generate expenses and doubts. ROI (Return on Investment) tells you if every dollar invested is paying off and helps you make data-driven decisions.

How to calculate the ROI of your medical campaign

To calculate ROI you need two pieces of information: revenue generated and total cost of the campaign. The formula is simple:

ROI = (Revenues - Cost) ÷ Cost × 100 %

If you invest 1 000 USD in Google Ads and generate 5 000 USD in new patient revenue, your ROI is:

(5 000 - 1 000) ÷ 1 000 × 100 = 400 %

A positive ROI demonstrates profitability. A low or negative ROI indicates that something is wrong with strategy, segmentation, messaging or follow-up.

Data you need to collect

1. Total expense
   Includes ad costing, creative design, landing page copywriting, campaign management and automation tools.
2. Attributable income
   Only count the revenue from new patients generated by the campaign. If your average ticket is 1 200 USD and you get 10 patients, your revenue is 12 000 USD.
3. Period of analysis
   Evaluates ROI on a monthly or quarterly basis, depending on the duration of the campaign and purchase cycle.

Factors affecting your ROI

1. Lead quality
   Poorly segmented leads increase the cost per appointment without generating revenue. Adjust keywords, location and message.
2. Landing page conversion rate
   A good landing converts between 8% and 15% visitors into leads. If your rate is lower, check the title, benefits and CTA.
3. Sales follow-up and closing
   A lead with no quick response or incomplete information rarely converts. Implement automated follow-up + human responses in less than 2 hours.
4. Average ticket
   If you sell low margin treatments ($500 USD average), you need more patients to cover costs. Consider promoting higher ticket services or complementing with packages.

How to improve your ROI month by month

1. Optimize ad targeting
   Exclude underperforming locations, adjust bids at key times and fine-tune interest rates.
2. A/B testing of creatives and copywriters
   Test titles, descriptions and images to increase CTR and reduce CPC.
3. Reduction of production costs
   Reuse creatives, adapt blog content for networks and optimize internal design processes.
4. Increase in average ticket
   Offer upsells or combined packages (e.g., treatment + nutritional follow-up) to increase revenue per patient.
5. Continuous improvement of the landing page
   Adjust headers, benefits, testimonials and forms based on behavioral data (heatmaps, time on page).

Key Performance Indicators (KPIs)

• Cost per lead (CPL): how much you pay on average for each completed form
• Conversion rate (CVR): percentage of visitors who leave their contact
• Cost per acquisition (CPA): cost per new patient scheduled
• Income per patient: average ticket for each treatment sold

Conclusion: become a clinic that invests wisely

Measuring and improving ROI is not an optional task. It is at the heart of any effective digital marketing strategy. If you invest $1,000 a month without analyzing your ROI, you are missing opportunities to optimize resources and maximize results.

At Torres CreativeWe not only design campaigns, but we configure the entire funnel to measure every step and ensure that every dollar invested generates real return. We help you calculate, analyze and improve your ROI on an ongoing basis.

Ready to invest wisely and turn every dollar into patients? Contact us to audit your ROI and design a strategy that really works.