📘 Educational Simulation — This case study is a modeled scenario based on industry benchmarks for physical therapy and rehabilitation clinics. It is intended to illustrate the potential outcomes of ClinicEdge Studio’s methodology, not actual client results.

Scenario Overview

A physical therapy clinic running Meta Ads is generating likes and video views but almost no appointment bookings. Their ad spend is increasing but their cost-per-booking remains unsustainably high.

Problems Identified

• Targeting broad healthcare interest audiences instead of people with specific conditions
• Ads use stock photos — no authenticity or local identity
• No review or social proof integration in the ad creative
• Single ad shown to all audiences — no retargeting sequence for warm visitors
• Ad clicks land on the homepage, not a condition-specific landing page

Recommended Strategy

• Build custom audiences of people who searched for back pain, sports injuries, or post-surgery rehab
• Create short-form video ads featuring the actual therapist explaining a common condition treatment
• Integrate Google and Facebook review counts directly into ad creative
• Build a 3-stage retargeting sequence: awareness → trust → booking offer
• Create condition-specific landing pages (e.g., "Back Pain Treatment in [City]") that match ad messaging

Projected Outcomes (Based on Industry Benchmarks)

• Cost per booking decreases by 28–35%
• Booking rate from ad traffic improves from ~2.8% to 7–10%
• Overall new patient acquisition increases by 35–42% within 90 days
• Patient quality improves as condition-specific targeting attracts better-matched patients

Key Takeaway

Physical therapy patients need to trust their therapist before they book — especially for sensitive conditions. Meta Ads work best when they lead with education and authenticity rather than generic promotions. The right campaign builds trust before the patient even lands on your website.