At a Glance
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Practice: Plastic surgery + med spa
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Market: Beverly Hills / Westside
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Ad spend: $90k/month
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Timeline: 90 days
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Stack: MMM + CRM data integration
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Primary challenge: High volume of unbooked consults
Key Insight
The biggest leak wasn’t ad copy — it was geography. MMM made clear that patients beyond a 15-mile radius rarely converted.
Problem
A surgeon was frustrated that half of leads didn’t book. Initial suspicion fell on competition, but no one knew why. Campaigns were driving leads, but those leads weren’t converting to consults or patients.
Approach
We connected consultation booking data with procedure outcomes in an MMM framework. Analysis showed 40% of leads came from out-of-area ZIPs — patients too far to realistically commit.
Results
Tightening geo-targeting eliminated wasted spend and boosted booked consults by 53%. Surgical conversion rate rose from 21% to 36%, and revenue became more predictable. Retrospectively, it makes sense that patients are unlikely to want to endure a long commute post-procedure.
Benefits
1
CRM + MMM Integration for Deeper Insight
By connecting consultation bookings in the CRM with actual procedures performed, we moved beyond “leads” to real revenue outcomes. This integration made it clear which leads were valuable and which were draining resources.
2
Geo Intelligence That Cut Waste
The analysis revealed that a large portion of leads came from patients outside a practical travel radius. These patients rarely converted, yet they consumed nearly half the budget. Geo-targeting adjustments instantly eliminated that waste.
3
Conversion Optimization Through Quality Filtering
By removing unqualified traffic from distant ZIP codes, the practice’s conversion rates skyrocketed. The intake team now spent more time on serious patients, and the surgeon gained a more reliable pipeline of booked consults.