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Global Teleclinic. Acquiring patients across 6 EU markets.
How we built sales funnels and creative that genuinely increased patient registrations.
Telemedicine sells differently in Sofia than in Vienna. The exact same message, translated word for word, can rack up a three-times difference in registration cost.
The starting point
The client operated across six markets with a single, machine-translated campaign. Cost per registration had been climbing for four quarters, and incomplete registrations accounted for half of all traffic.
What we did
- Split the ad account by market, instead of running one campaign in six languages
- Rewrote the creative separately for each market, with a local copywriter instead of a translator
- Cut the registration form from eleven fields down to four
- Implemented server-side tracking, since half of conversions were being lost to cookie consent
The result
| Metric | Before | After 5 months |
|---|---|---|
| Cost per registration | €41 | €17 |
| Completed forms | 48% | 79% |
| Registrations / month | 610 | 1,840 |
A few years on an EMEA consumer marketing team taught me that their commitment never drops, whether the project is small or strategic.
- Petya Raycheva, Global Teleclinic
Takeaway
Localization isn’t translation. In medical campaigns, the difference between the two is usually the entire media budget.