Hyderabad 150-bed Hospital: 8-specialty engine drops blended CPL 55%
CPL ₹1,600 → ₹720
The starting position
150-bed hospital in Hyderabad with 8 core specialties (cardiology, orthopaedic, oncology, mother & child, neurology, ENT, gastro, emergency). Previous marketing agency ran blended "hospital brand" Meta + Google campaigns with all specialties dumped into single ad sets. Blended CPL sat at ₹1,600 — high because cardiology + oncology (naturally expensive) were pulling averages up while general + emergency (naturally cheap) were being under-invested. Attribution was hospital-brand level with zero clarity on which specialty was actually driving revenue.
The root cause
Prism Spy analysis: hospital was competing on generic "Hyderabad multi-specialty hospital" queries against 4 corporate chains (Apollo, KIMS, AIG, Yashoda) — a losing position. Meta Catalyst IQ CRM reconciliation showed 65% of leads had no specialty tag in the CRM — impossible to reallocate budget without knowing which specialty was profitable. Deep dive per specialty: cardiology was profitable (MRR:CAC 5.1x), orthopaedic borderline (2.9x), oncology was losing money (0.8x). Blended reporting was masking the loss.
What ICG built
Restructured hospital marketing as 8 specialty engines instead of 1 hospital brand. Per specialty: dedicated Meta + Google campaigns, dedicated landing pages, specialty consultant featured (NMC-compliant educational content only), CRM segment, medical review board sign-off. Hospital-brand campaign retained as awareness + trust layer. Priority order: cardiology + orthopaedic + mother & child (revenue-positive) got the most creative + budget; oncology paused for repositioning to referral-driven model; emergency + general kept on GMB + local SEO. Content HQ produced 40+ specialty-specific articles over 90 days.
**ICG team on this engagement:** - Rohit Gupta — Co-Founder, Business & Growth Lead (strategic restructure + specialty prioritisation) - Deep Das — Co-Founder, Technology & AI Lead (CRM restructure + attribution) - Abhash Kumar — Co-Founder, Meta Ads Lead (Meta specialty engine setup) - Sabhyaa Gupta — Head of Projects & Consulting (specialty PM + client success) - Hanuman Sihag — Head of Innovation Chamber (specialty-level SEO) - Raman Soni — Head of Performance Marketing (Google specialty ads) **Platforms deployed:** - **Meta Catalyst IQ** — 8 specialty attribution engines, each with independent CAPI feedback loop. - **Prism Spy** — Competitor mapping across 4 corporate chains + 2 super-specialty hospitals. - **Content HQ** — 40+ specialty articles over 90 days. - **Nexus CRM** — Custom hospital deployment with specialty-level segmentation.
What changed,
measurably.
Their team rebuilt our marketing from a hospital-brand campaign into 8 specialty engines. Within 4 months we knew exactly which specialty was driving revenue and could stop wasting money on the ones that weren't.
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