IVF Patient Acquisition Model — Jodhpur Dashboard

IVF Patient Acquisition Model

Jodhpur | Meta Ads Strategy — Connected Framework

Meta Ad → Intent → Lead → Qualification → Paid Consultation → Treatment Opportunity
Core Funnel
Jodhpur
→
Patient Segments
→
Trigger
→
Intent
→
Message
→
Lead
→
Qualification
→
Consultation
Campaign Architecture

Budget & Structure

  • Budget: ₹15,000/month (~₹500/day)
  • Structure: 1 Campaign → 1–2 Ad Sets → 4–8 Creatives
  • Lead Destinations: Instant Form + WhatsApp (dono parallel)
  • Approach: Fragment nahi karna — signal concentrate karna

Location & Service Priority

  • Targeting Radius: Jodhpur city + ~15–20km (wide catchment nahi)
  • Primary Service: Fertility & IVF
  • Phase 2 (later): Gynae, Fetal Medicine, High-risk Pregnancy
  • Consultation Type: Paid (Consultation fee ≠ Treatment fee)
Patient Segments
Age 26–30

Trying to Conceive (Early Stage)

Trigger: Family/social pressure, 1+ saal se try

Message: "Conceive karne mein time lag raha hai? Sahi evaluation se shuru karein"

Age 32–35+

Age-Related Urgency

Trigger: Time-sensitivity ka awareness

Message: "Fertility ke liye sahi samay abhi hai — evaluation delay na karein"

Any Age

Already Diagnosed / Referred

Trigger: Doctor ne already bataya hai, reports available

Message: "Apni reports leke specialist consultation ke liye aayein"

Age 30–35+

Secondary Infertility

Trigger: Pehla bachcha ho chuka, doosre mein delay

Message: "Doosre bachche mein delay bhi common concern hai"

Separate Track

Male Infertility

Sensitivity alag level ki hoti hai — broad ads mein mix nahi karenge. Carefully-worded, non-stigmatizing standalone creative track.

Message Framework (Hook → CTA)
1
HOOK"IVF mein pehla step treatment nahi hota."
2
CONTEXT"Sabse pehle ye samajhna zaroori hai ki delay ke peeche reason kya hai."
3
SOLUTION"Fertility consultation mein history aur evaluation ke basis par next step decide hota hai."
4
HOSPITAL"Experienced specialists aur advanced embryology support available hai."
5
CTA"Fertility consultation ke liye WhatsApp karein."
Lead Paths

📝 Instant Form

  • Q1: Aap kis service ke baare mein enquiry kar rahe hain? (IVF/Fertility, Consultation, Pregnancy care, High-risk pregnancy, Fetal medicine, Other)
  • Q2: Aap kis type ki help chahte hain? (Consultation, Treatment info, Second opinion, General info)
  • Q3: Contact details (Name + Phone)
  • Follow-up owner: ⚠ Pending Decision

💬 WhatsApp

  • Entry: "Hello, mujhe IVF/Fertility consultation ke baare mein information chahiye"
  • Handled by: Dedicated Consultant
  • Sequence: Situation samajhna → Concern acknowledge karna → Value establish karna → Fee context dena → Appointment book
Fee Structure Handling
  • Consultation Fee aur Treatment Fee alag-alag hain — ek doosre mein adjust nahi hoti
  • Exact amount Ad ya Form mein mention nahi hoga — sirf WhatsApp Consultant conversation ke through bataya jayega
  • Ad/Form messaging premium tone rakhegi ("specialist consultation", "detailed evaluation") — taaki fee ka zikar surprise na lage
  • Consultant fee ka zikar value establish hone ke baad karega, shuru mein nahi
Measurement System
StageMetric
AdCPM
AttentionCTR
IntentLink / WhatsApp Initiation
LeadCPL
ContactContact Rate
QualityQualified Lead Rate
SalesConsultation Rate
BusinessCost per Consultation (Most Important)
Premortem — Risk & Response
RiskEarly SignalResponse
Cheap but irrelevant leadsVolume high, qualification lowForm qualification + creative messaging refine
High CTR, low leadsAttention without conversionHook–Offer–CTA–Form alignment check
Cheap leads, no appointmentsGood CPL, poor consultation rateContact rate & follow-up speed check before targeting change
No learningSpend without clear signalConsolidate campaign/ad sets
Creative fatigueFrequency ↑, CTR ↓Rotate with new message hypothesis
Decision Rules (If → Then)
If leads aa rahi but qualification poor → Then budget mat badhao, lead quality diagnose karo
If CTR weak → Then hook/message check karo, poora campaign rebuild mat karo
If CTR good, form completion weak → Then offer & form friction check karo
If leads qualified, appointments weak → Then follow-up process check karo, ads nahi
If ek creative consistently better → Then uska share gradually badhao, duplicate mat karo

⚠ Pending Decision

Instant Form leads ka follow-up kaun karega — wahi dedicated WhatsApp Consultant, ya koi alag team member (phone call ke through)? Iska jawab milte hi Qualification SOP dono paths (WhatsApp + Instant Form) ke liye fully unified ho jayega.

Ye model ab Creative Hypotheses, Exact Ad Copy, Instant Form Build, aur WhatsApp Script ke liye base ban chuka hai.

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