The Situation
A wellness clinic group operating across several locations plus a telehealth offering has each location running its own ad accounts and social presence independently, with no shared strategy, tracking, or brand consistency across the group.
What They'd Already Tried
Individual location managers ran their own local Facebook and Instagram ads with whatever budget and messaging they chose, with no central oversight or shared reporting.
Where They Got Stuck
Some locations were spending well above what their patient volume justified while others were barely marketing at all, and leadership had no consolidated view of what was actually working across the group to make an informed budget decision.
The Approach
- Establish a fractional CMO function to set one group-wide strategy and budget allocation model instead of leaving each location to run independently
- Standardize tracking and reporting across every location and the telehealth channel so performance is actually comparable, not just anecdotal
- Reallocate budget toward the location and channel combinations with the best patient-acquisition cost, rather than splitting spend evenly regardless of results
- Build a consistent brand and messaging framework that every location customizes locally rather than reinvents from scratch
- Stand up a telehealth-specific acquisition funnel separate from the in-person clinic funnels, since intent and objections differ meaningfully between the two
The Outcome
A single, accountable marketing strategy across the group instead of a dozen disconnected local efforts, with budget expected to shift toward what's demonstrably working once performance is actually visible in one place.