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Heart Screening Campaigns
Heart Screening Campaigns
Objective: Contributed to RM132,950 in revenue from RM9.2K ad spend through Meta Ads-driven lead generation and CRM-supported WhatsApp workflow for high-value heart screening services.
Objective: Contributed to RM132,950 in revenue from RM9.2K ad spend through Meta Ads-driven lead generation and CRM-supported WhatsApp workflow for high-value heart screening services.
Key Results
Key Results
Campaign Performance | Aug - Dec 2025
Funnel Strategy
Funnel Strategy
1) Awareness & Consideration
1) Awareness & Consideration
Doctor-led videos reduced resistance for high-value heart screening by educating before selling
Problem-first messaging (“silent killer”, asymptomatic risk) increased engagement from unaware audience
Removing pricing improved CTR and lowered cost per lead in early-stage funnel
Goal: Capture new high-intent demand beyond existing patient base
2) Conversion (Whatsapp Lead Funnel)
2) Conversion (Whatsapp Lead Funnel)
Product-focused creatives with pricing filtered low-intent users early
Addressing key objections upfront (hospitalisation, fasting, process) improved lead quality
Click-to-WhatsApp enabled higher intent vs traditional lead forms
Outcome: Lower CPL and higher conversion rate
Execution
Execution
Implemented a WhatsApp-based lead generation system with CRM tracking to improve lead qualification and conversion visibility across the funnel.
End-to-end funnel connecting Meta Ads to CRM and telesales, enabling lead tracking, qualification, and conversion attribution. Leads were captured via WhatsApp and managed through CRM automation, with conversion and direct customer communication handled by the telesales/customer service team.
Consideration-stage campaign driven by doctor-led educational content to generate qualified inbound enquiries
Conversion-focused campaign using product-led creatives with pricing and clear CTA to drive high-intent WhatsApp leads
Key Implementation
Key Implementation
Target audience: Age 35 and above
Shifted from lead forms to Whatsapp funnel
Consideration funnel is based on educational content. Meanwhile, conversion funnel based on product driven creatives
Optimisation layers:
Lookalike audiences
Retargeting past patients (5-year revisit cycle)
Event-based audiences
High-intent WhatsApp lead generated from Meta Ads, tracked and managed via Respond.io (CRM)
Key Implementation:
Key Implementation:
Prefilled messages addressed common concerns or customer filtering:
"Do I need to be warded?"
"Do I need to fast?"
"This is my first visit"
"Location & accessibility"
Leads were captured via WhatsApp and managed through CRM automation, with direct customer communication and conversion handled by the telesales team.
CRM automation workflow built in Respond.io
Lead Qualification & CRM Automation:
Lead Qualification & CRM Automation:
Built Whatsapp workflow automation using Respond.Io:
Automate initial responses
Lead routing and tagging
Auto-replies with FAQ
Conversations prompts to maintain engagement beyond 24-hour window
Lead data captured and analysed in Google Sheets
Key Implementation:
Key Implementation:
Lead Data Tracking & Creative Performance Analysis:
Created lookalike audience or retargeting for next campaigns.
Tracked sources creatives
Identified high-performing visuals
Analysed first customer questions
Breakdown: Top Performer Product (CA Score)
Breakdown: Top Performer Product (CA Score)
CA Score was the primary entry product within a broader heart screening campaign (including CT Angio and other services), used to drive initial conversions and feed into higher-value procedures.
CA Score Campaign Overview | Aug - Dec 2025
CA Score Campaign Overview | Aug - Dec 2025
Top Performing CA score campaign in September 2025
Top Performing CA score campaign in September 2025
Entry-level offer with low barrier increased initial conversion rate (40.35%)
High volume of leads (518) created strong pipeline for upsell into CT Angio
Lower CPA (RM19.53) improved overall campaign efficiency and ROI
Role: Entry product driving both direct conversions and downstream revenue
High-performing consideration-stage campaign using doctor-led educational content to drive low-cost inbound enquiries (RM3.05 per result)
Conversion-stage campaign using product-led creatives with pricing and clear CTA to drive higher-intent WhatsApp leads (RM6.96 per result)
Creative Insight Section
Creative Insight Section
Creative Strategy Based on Customer Intent Data
Challenges & Improvements
Challenges & Improvements
Insights
Insights
Key insights based on the performing campaign ads
Key insights based on the performing campaign ads
Educational (doctor-led) content significantly reduces resistance for high-value healthcare services and lowers top-of-funnel cost
First inbound message is a strong proxy for lead intent and can be used to refine targeting and messaging
WhatsApp funnel outperforms traditional lead forms in both lead quality and conversion rate
Entry-level offers (CA Score) act as a key conversion driver and unlock higher-value procedures downstream
CRM integration enables visibility on lead quality, allowing optimisation beyond CPL into actual conversion performance
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