The project
Mediofarm was an established medical clinic introducing IVF as a new service. The goal was to build a patient acquisition system for Uzbekistan and selected Central Asian markets, including Kazakhstan, Kyrgyzstan and Tajikistan.
Starting from scratch
I built the clinic’s digital acquisition system from scratch, including the Meta advertising setup and a dedicated IVF landing page in Tilda. I developed the structure, messaging, copy, design and conversion flow using the clinic’s medical information and materials.
The first funnel
The initial path was Meta Ads → IVF landing page → application → clinic follow-up. Early campaigns generated website leads efficiently, but the downstream conversion was weak. Cross-border leads were especially vulnerable to follow-up problems because the clinic often needed to reach people through messaging apps and submitted phone numbers were not always usable there.
The strategic pivot
Instead of simply optimizing for more forms, I shortened the path and moved acquisition toward native Facebook Messenger and Instagram Direct conversations. That traded some website data for a lower-friction route to the first real conversation with the clinic.
Optimization over time
Optimization was continuous. Creatives were refreshed as they fatigued, audiences and budgets were adjusted, and larger structural tests were introduced when incremental changes were no longer enough. In a later reporting period, a refreshed broad campaign produced 329 conversations at $0.73 each versus $1.35 for the older broad setup.
Audience testing
Broad targeting, interest-based audiences and 3% and 10% Lookalikes were compared. The refreshed broad audience ultimately produced the strongest cost efficiency, so budget shifted toward the winner while more expensive groups were reduced or switched off.
Communication strategy
Because fertility is both emotionally sensitive and restricted from an advertising-policy perspective, messaging focused on the future patients were moving toward rather than intensifying pain. The creative direction emphasized parenthood, family and hope, and different communication approaches were tested for men and women.
Attribution note
The clinic did not have a CRM structure that reliably connected every advertising conversation with the final IVF procedure. I therefore treat the messaging and website metrics as verified acquisition outcomes rather than manufacturing an unsupported ROAS or procedure count.