Client, industry and market
Angel Fertility Clinic, an IVF and fertility clinic in Kathmandu, Nepal. The clinic is named on my homepage; if permission is not confirmed, this study runs as “a fertility clinic in Kathmandu”. Campaign period: the first quarter of the engagement.
The problem
IVF is a decision couples make slowly and privately. The clinic’s traditional advertising was not reaching people at that stage, there was no structured digital strategy, and the clinic did not know what a patient enquiry was costing to acquire. The audience was specific: married couples in the Kathmandu Valley, mostly aged 28 to 42, who were thinking about treatment but had not yet contacted anyone.
What I did
Doctor-led educational video in Nepali
Instead of stock imagery, the campaign was built around a video series, “गर्भको कुराकानी”, in which the clinic’s own doctors explained IVF procedures, success rates and what patients should expect, in Nepali. The people a couple would eventually meet were the people in the ads.
Targeting
Interest-based audiences (fertility, pregnancy planning) were layered with behaviour and demographic signals: recently married, aged 28 to 42, located in the Kathmandu Valley. Audience and creative were set up so that each could be judged on its own.
Mobile lead forms with WhatsApp follow-up
Because Facebook in Nepal is used overwhelmingly on phones, lead forms were built and tested for phones, and every submission triggered WhatsApp follow-up so the clinic could respond while the enquiry was fresh. The automated version of that hand-off is described under WhatsApp Business automation.
Results
| Metric | Result | Period |
|---|---|---|
| Qualified leads | 150+ | First quarter of the campaign |
| Average cost per lead | NPR 180 | Same period |
| Click-through rate | 3.8% | Same period |
The cost per lead was well below what the clinic had been paying to acquire enquiries through traditional channels. In creative testing, the doctor-led Nepali videos outperformed stock-image creative by four times on lead generation.
What this shows
Authenticity and cultural relevance drove the result. A real doctor speaking the audience’s language, on the device the audience uses, followed by a reply on the channel the audience prefers, beat polished generic creative by a wide margin. In healthcare advertising, trust is the conversion mechanism.
Services used
- Facebook lead ads
- Facebook video, Reels and Stories ads
- Facebook and Instagram ads for healthcare
- WhatsApp Business automation
If you run a clinic or another trust-dependent service and want a campaign built the same way, tell me about your situation. The other published studies are on the case studies page.