VisitandCare
The problem.
Bidding against the very clinics it lists, with marketplace margin depending on decision-ready leads rather than raw inquiries.
The strategic insight.
Medical tourism marketplaces win when they own the research phase — not the keyword auction.
The method.
Shifted spend from generic treatment keywords to comparison and decision-stage content, with lead scoring before clinic handoff.
Meta + Google · multi-market funnels · lead scoring + CRM integration.
- 01
Keyword repositioning
Stopped competing with clinics on generic treatment terms and moved budget to comparison and decision-stage queries, where the marketplace's neutrality is the advantage.
- 02
Decision-stage content system
Built comparison content, cost explainers and process guides that own the research phase, so demand arrives pre-qualified.
- 03
Lead scoring layer
Scored and routed leads before clinic handoff, so partner clinics received decision-ready patients instead of raw inquiries.
- 04
CRM handoff
Connected the funnel to CRM so outcomes could flow back into the account and paid spend could be judged on booked treatments, not form fills.
The verified result.
- ROAS improved because spend moved from auction competition to owned demand capture.
- Qualified leads, not raw inquiries, is the metric clinics pay for.
- Cost per qualified lead fell as scoring filtered intent before handoff.
The forward play.
Package the scoring system as a white-label layer for partner clinics.