Anonymised Tier-2 Cardiac Hospital — Revenue Operations

Client profile: 200-bed multi-specialty hospital · cardiac + orthopaedic + gastroenterology focus · Tier-2 city · ₹68 crore annual revenue · family-owned; owner-CFO relationship; marketing managed by a 3-person in-house team · no CRM; leads tracked in WhatsApp groups.

Three silos, no revenue story

This engagement began differently from the hospital groups. The owner came to ICG with a direct question: "I spend ₹18 lakh per month on marketing. My CFO tells me we cannot attribute this to revenue. I don't know if it is money well spent."

The diagnostic confirmed the problem immediately. Three completely disconnected data systems:

Marketing data: Google Ads (₹8 lakh/month), Meta Ads (₹5 lakh/month), and local newspaper advertising (₹5 lakh/month). The in-house team tracked leads in a shared WhatsApp group — screenshots of form submissions, forwarded messages, occasional phone logs. No CRM. No source tagging.

Patient coordination data: A paper-based reception register and a basic appointment software (Lybrate, single-location free tier). No lead source captured. No follow-up protocol beyond a single outbound call attempt.

Finance data: Revenue by department (cardiac OPD, orthopaedic OPD, gastro OPD, cardiac procedures, orthopaedic procedures). No connection to how those patients arrived.

When ICG ran the diagnostic, the finding was stark: 47% of procedure revenue was attributable to a marketing source in any reliable way. 53% of the hospital's revenue had no traceable origin.

The RevOps intervention

CRM implementation (weeks 1–8): LeadSquared Health deployed. All 3 digital channels UTM-tagged (Google, Meta, hospital website). WhatsApp BAPI (Interakt) connected to LeadSquared with Beacon 4-Bot first-response automation. Lead source captured for every new enquiry from day 8 of engagement.

Beacon CAPI deployment (weeks 3–8): Meta EMQ moved from 4.3 to 7.8 within 5 weeks. Google Enhanced Conversions active. Consultation attendance events flowing from LeadSquared to Beacon to Google/Meta as offline conversions.

Specialty-specific campaign architecture (weeks 9–16): Cardiac + orthopaedic + gastro — 3 separate campaign architectures. Cardiac: Google Search (high-intent symptom queries) + GP referral digital programme (monthly clinical education WhatsApp to 240 GPs in the hospital's 40km catchment). Orthopaedic: Google Search + physio referral programme. Gastro: Google Search.

CGHS/ECHS empanelment content (months 2–4): 3 insurance-specific pages ("CGHS empanelled cardiac hospital [city]", "cashless angioplasty [city]", "ECHS cardiac [city]"). First organic traffic to these pages at month 3.

GP referral digital programme: Monthly WhatsApp clinical education to 240 opted-in GPs. Content: ICG-drafted cardiac risk stratification update, when-to-refer clinical criteria, dedicated GP referral WhatsApp number with 30-minute response SLA. GP referral volume: baseline 18% of cardiac OPD → 29% of cardiac OPD by month 6.

Outcomes

Month 4:

• First clean marketing P&L attribution report delivered to owner-CFO
• Attribution rate: 47% → 68% (most improvement from UTM tagging + Beacon capturing previously invisible conversions)
• Real CPQL first calculated: cardiac OPD ₹1,620, orthopaedic OPD ₹1,340, gastro OPD ₹980
• CGHS empanelment pages generating first organic traffic (330 sessions/month, month 4)

Month 8:

• Attribution rate: 79%
• Blended CPQL: ₹1,380 (down from ₹2,100 at engagement start — calculated retrospectively from UTM-tagged data)
• GP referral: cardiac OPD 18% → 29% of total consultations (zero additional media cost)
• Monthly board-ready P&L report cadence established: owner-CFO receiving the Agency OS narrative monthly
• CGHS pages: 28% of cardiac organic OPD (insurance-covered patients searching for CGHS-empanelled cardiac hospital)

Owner's assessment: "My CFO can now defend the marketing spend line every month. Before ICG, we spent ₹18 lakh and hoped it worked. Now we know: ₹18 lakh generates [specific consultations] at [specific CPQL] with 79% of our consultation revenue attributable to marketing source. That is a fundamentally different conversation with the bank when we go for our next expansion loan."