Istanbul Bariatric Center
The problem.
High-stakes international treatment demand, but a funnel full of unqualified inquiries that never reached the consult calendar.
The strategic insight.
Bariatric patients research in private for months. The clinic that answers the hard questions first earns the consultation.
The method.
Question-led education content built on real patient stories, search mapped to treatment intent, and lead qualification before the consult handoff.
Weekly surgeon-led explainers · 8 patient story spotlights · paid retargeting into consult booking.
- 01
Explanation problem first
The treatment wasn't unclear — the decision path was. We rewrote the core value into one sentence a patient would say out loud, then built everything on it.
- 02
Weekly surgeon-led cuts
The founding surgeon shot short weekly pieces on a phone: one question, one clear answer. Credibility came from proximity to the practice, not production value.
- 03
8 patient spotlights
Real patients showed their own journey, which handled the objections a clinic cannot answer for itself.
- 04
Paid retargeting only where it earns
Paid was pointed at people who had already watched the explanations, so budget bought consultations instead of buying awareness twice.
The verified result.
- Qualified consults, not raw form fills, is the metric here — treatment-ready conversations.
- Pipeline added translates the content system into revenue terms.
- The CPL drop reflects retargeting warm attention rather than paying for cold reach.
The forward play.
Launch an Arabic-language funnel for the Gulf patient market.