Healthcare — Lead Generation
HOW A FREE IVF CAMP SCRIPT GENERATED 107 LEADS AT ₹83 CPL
A Meta Ads case study on healthcare lead generation, sensitive category compliance, and campaign strategy for Vatsalya Hospital, Virar East.
Campaign Duration
14 Days
Budget Managed
₹8,900
Total Leads
107
CPL
₹83
HOOK USED:
HOOK USED:
"Agar aap pregnancy plan kar rahe ho aur kaafi koshishon ke baad bhi safalta nahi mil rahi — toh iske bhi kaafi kaaran ho sakte hain. Kaafi baar problem choti hoti hai, par usse samay par samajhna aur uske upar sahi guidance lena bahut zaroori hai."
HOOK TYPE: Problem Acknowledgment + Empathy Hook
WHY IT WORKED:
The hook doesn't sell anything in the first 3 seconds — it validates. Couples who have been trying and failing feel immediately understood, not sold to. "Kaafi baar problem choti hoti hai" reframes their fear — what they think is a major problem might have a simple solution. This reframe creates hope, which is the most powerful emotion to drive action in a healthcare campaign. The hook earns trust before making any offer — which is exactly why it worked in a sensitive category like IVF.
LEAD CAPTURE STRATEGY:
To ensure only genuinely interested couples submitted the form, I used Meta Instant Forms with a two-step qualification process. The form first showed all camp benefits — free IVF consultation with Dr. Sunita More, free sonography, free blood test, and on-the-spot discounts — building value before asking for commitment.
Two qualification questions filtered intent:
"Would you like to book your Free IVF Consultation?" — confirmed active interest
"What time suits you best for your consultation?" — confirmed they were planning to actually attend, not just curious
This time-slot question was the key filter. Anyone willing to commit to a specific time was a serious lead. It reduced casual form fills and improved the quality of every lead that came through — making follow-up calls significantly more productive for the hospital.
Challenge :
IVF campaigns fall under Meta's restricted healthcare category — no before/after claims, no guaranteed results, no direct medical promises. Every script line had to be medically responsible while still being emotionally compelling enough to drive action.
Running a campaign for a single one-day event meant zero room for optimization — no A/B testing, no creative iteration. The campaign had to perform from Day 1 with precise targeting from the start.
SOLUTION :
The campaign led with Dr. Sunita More speaking directly to camera — a real doctor from a real hospital addressing a real emotional pain point. No stock footage, no generic claims. The script opened by validating the viewer's experience before presenting the solution — making couples feel seen rather than sold to.
The free camp offer was structured as a value stack — IVF consultation, blood test, and sonography all free in one visit. Three services bundled together created undeniable perceived value. Limited slots added urgency without fake scarcity. Targeting focused on couples aged 25–40 in Virar East, Vasai, Nalasopara, and Naigaon — areas with high density of young families actively planning pregnancy. The campaign ran on a ₹8,900 lifetime budget with targeting precise from Day 1 since there was no room for mid-campaign optimization.
More Projects
Healthcare — Lead Generation
HOW A FREE IVF CAMP SCRIPT GENERATED 107 LEADS AT ₹83 CPL
A Meta Ads case study on healthcare lead generation, sensitive category compliance, and campaign strategy for Vatsalya Hospital, Virar East.
Campaign Duration
14 Days
Budget Managed
₹8,900
Total Leads
107
CPL
₹83
HOOK USED:
HOOK USED:
"Agar aap pregnancy plan kar rahe ho aur kaafi koshishon ke baad bhi safalta nahi mil rahi — toh iske bhi kaafi kaaran ho sakte hain. Kaafi baar problem choti hoti hai, par usse samay par samajhna aur uske upar sahi guidance lena bahut zaroori hai."
HOOK TYPE: Problem Acknowledgment + Empathy Hook
WHY IT WORKED:
The hook doesn't sell anything in the first 3 seconds — it validates. Couples who have been trying and failing feel immediately understood, not sold to. "Kaafi baar problem choti hoti hai" reframes their fear — what they think is a major problem might have a simple solution. This reframe creates hope, which is the most powerful emotion to drive action in a healthcare campaign. The hook earns trust before making any offer — which is exactly why it worked in a sensitive category like IVF.
LEAD CAPTURE STRATEGY:
To ensure only genuinely interested couples submitted the form, I used Meta Instant Forms with a two-step qualification process. The form first showed all camp benefits — free IVF consultation with Dr. Sunita More, free sonography, free blood test, and on-the-spot discounts — building value before asking for commitment.
Two qualification questions filtered intent:
"Would you like to book your Free IVF Consultation?" — confirmed active interest
"What time suits you best for your consultation?" — confirmed they were planning to actually attend, not just curious
This time-slot question was the key filter. Anyone willing to commit to a specific time was a serious lead. It reduced casual form fills and improved the quality of every lead that came through — making follow-up calls significantly more productive for the hospital.
Challenge :
IVF campaigns fall under Meta's restricted healthcare category — no before/after claims, no guaranteed results, no direct medical promises. Every script line had to be medically responsible while still being emotionally compelling enough to drive action.
Running a campaign for a single one-day event meant zero room for optimization — no A/B testing, no creative iteration. The campaign had to perform from Day 1 with precise targeting from the start.
SOLUTION :
The campaign led with Dr. Sunita More speaking directly to camera — a real doctor from a real hospital addressing a real emotional pain point. No stock footage, no generic claims. The script opened by validating the viewer's experience before presenting the solution — making couples feel seen rather than sold to.
The free camp offer was structured as a value stack — IVF consultation, blood test, and sonography all free in one visit. Three services bundled together created undeniable perceived value. Limited slots added urgency without fake scarcity. Targeting focused on couples aged 25–40 in Virar East, Vasai, Nalasopara, and Naigaon — areas with high density of young families actively planning pregnancy. The campaign ran on a ₹8,900 lifetime budget with targeting precise from Day 1 since there was no room for mid-campaign optimization.
More Projects
Healthcare — Lead Generation
HOW A FREE IVF CAMP SCRIPT GENERATED 107 LEADS AT ₹83 CPL
A Meta Ads case study on healthcare lead generation, sensitive category compliance, and campaign strategy for Vatsalya Hospital, Virar East.
Campaign Duration
14 Days
Budget Managed
₹8,900
Total Leads
107
CPL
₹83
HOOK USED:
HOOK USED:
"Agar aap pregnancy plan kar rahe ho aur kaafi koshishon ke baad bhi safalta nahi mil rahi — toh iske bhi kaafi kaaran ho sakte hain. Kaafi baar problem choti hoti hai, par usse samay par samajhna aur uske upar sahi guidance lena bahut zaroori hai."
HOOK TYPE: Problem Acknowledgment + Empathy Hook
WHY IT WORKED:
The hook doesn't sell anything in the first 3 seconds — it validates. Couples who have been trying and failing feel immediately understood, not sold to. "Kaafi baar problem choti hoti hai" reframes their fear — what they think is a major problem might have a simple solution. This reframe creates hope, which is the most powerful emotion to drive action in a healthcare campaign. The hook earns trust before making any offer — which is exactly why it worked in a sensitive category like IVF.
LEAD CAPTURE STRATEGY:
To ensure only genuinely interested couples submitted the form, I used Meta Instant Forms with a two-step qualification process. The form first showed all camp benefits — free IVF consultation with Dr. Sunita More, free sonography, free blood test, and on-the-spot discounts — building value before asking for commitment.
Two qualification questions filtered intent:
"Would you like to book your Free IVF Consultation?" — confirmed active interest
"What time suits you best for your consultation?" — confirmed they were planning to actually attend, not just curious
This time-slot question was the key filter. Anyone willing to commit to a specific time was a serious lead. It reduced casual form fills and improved the quality of every lead that came through — making follow-up calls significantly more productive for the hospital.
Challenge :
IVF campaigns fall under Meta's restricted healthcare category — no before/after claims, no guaranteed results, no direct medical promises. Every script line had to be medically responsible while still being emotionally compelling enough to drive action.
Running a campaign for a single one-day event meant zero room for optimization — no A/B testing, no creative iteration. The campaign had to perform from Day 1 with precise targeting from the start.
SOLUTION :
The campaign led with Dr. Sunita More speaking directly to camera — a real doctor from a real hospital addressing a real emotional pain point. No stock footage, no generic claims. The script opened by validating the viewer's experience before presenting the solution — making couples feel seen rather than sold to.
The free camp offer was structured as a value stack — IVF consultation, blood test, and sonography all free in one visit. Three services bundled together created undeniable perceived value. Limited slots added urgency without fake scarcity. Targeting focused on couples aged 25–40 in Virar East, Vasai, Nalasopara, and Naigaon — areas with high density of young families actively planning pregnancy. The campaign ran on a ₹8,900 lifetime budget with targeting precise from Day 1 since there was no room for mid-campaign optimization.