A New Jersey hormone replacement therapy practice cut cost per patient acquisition from $290 to $68 in 6 months — a 241% CPA reduction — through keyword optimization, targeted landing pages, and a deliberate national campaign expansion that opened new patient markets without sacrificing efficiency.
This hormone therapy practice was spending $290 to acquire each patient — more than double the $151 industry average. Conversion rate sat at 2.8% against a 2.5% industry average. The campaigns were running but not efficiently: broad keyword targeting was pulling in healthcare provider researchers alongside patient leads, wasting budget on non-converting traffic.
Three-phase restructure. Phase one: keyword optimization focused on patient-intent searches, eliminating provider and research-oriented traffic. New targeted landing pages matched each keyword theme to a specific patient concern. Phase two: national campaign expansion, moving beyond local geo-targeting to capture a broader patient pool for a service that many patients will travel or use telehealth to access. Phase three: continuous keyword and landing page refinement as national conversion data accumulated.
Six months: CPA dropped from $290 to $68 — 52% below the industry average. Conversion rate climbed from 2.8% to 4.9%, double the industry benchmark. The national expansion opened markets that significantly increased patient volume without the CPA degradation that typically accompanies geographic scaling.
All metrics are from live campaign dashboards and actual practice data. Practice identity is anonymized by agreement. Results vary by market, specialty, and investment level. Past performance does not guarantee future results.
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