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Rebuilding Patient Acquisition for a Behavioral Health Teletherapy Provider

Patient Acquisition • Funnel Measurement • Positioning • Paid Media

Key Results

-75%

CUSTOMER ACQUISITION COST

10x

QUALIFIED LEAD VOLUME

~1 year

TIMEFRAME

At a glance. Client: a behavioral health teletherapy provider (anonymized). Timeframe: about one year. Scope: positioning, funnel measurement, paid acquisition, landing pages, and lifecycle strategy. Methods: offline conversion tracking, audience strategy, patient journey diagnostics, and disciplined media testing. Result: customer acquisition cost fell 75% while qualified lead volume grew more than 10 times.

The Challenge

Behavioral health marketing runs on trust, and the ad platforms optimize toward whatever they're told counts as a conversion. The provider's accounts were optimizing to form fills that often never became patients, so spending more produced more of the wrong leads.

Research and Diagnosis

I traced the patient journey from first click to intake and rebuilt tracking so offline outcomes fed back into the ad platforms. That gave the bidding algorithms a signal tied to real patients, and it showed which audiences and messages produced people who followed through.

What We Did

I sharpened the positioning around what prospective patients needed to hear, restructured paid acquisition by audience and intent, reworked the landing pages, and built lifecycle strategy for leads who weren't ready to book. Media testing ran on a fixed cadence, so decisions rested on evidence.

Results

Over roughly one year, customer acquisition cost fell by 75%, and qualified lead volume grew more than 10 times.

What It Means

In healthcare and telehealth, the conversion you measure becomes the patient you get. Fixing the definition of success did more for unit economics than any bid or budget change could have.