Performance Marketing success on Facebook & Instagram for a leading Ophthalmic Equipment Supplier 

1. Overview

A leading ophthalmic equipment supplier aimed to scale high-quality enquiries from hospitals, medical colleges, ophthalmologists and eye-care institutions. Using a structured Performance Marketing strategy on Meta platforms, the brand achieved measurable growth in leads, demo bookings and institutional engagement without an exhorbitant advertising budget.

2. Business Objectives

• Generate qualified leads from eye hospitals, clinics and medical colleges.
  
• Increase demo requests for advanced ophthalmic diagnostic and surgical equipment.
  
• Improve cost-per-lead and maximise return on ad spend.
  
• Build a consistent funnel to support long sales cycles typical in medical and institutional procurement.
  

3. Target Audience

• Ophthalmologists
  
• Eye Hospitals & Eye Clinics
  
• Medical Colleges
  
• Hospital Procurement Teams
  
• Heads of Ophthalmology Departments
  

4. Strategy & Execution

4.1 Audience Segmentation

• Profession-based targeting: ophthalmologists, surgeons, eye-care professionals.
  
• Institution-level interest targeting: hospitals, clinics, medical colleges.
  
• Lookalike audiences created from past converters and CRM uploads.
  
• Geo-targeting: metro cities + tier-2 cities with high investment in eye-care infrastructure.
  

4.2 Creative Approach

• Video demos of equipment in real clinical settings.
  
• Carousel ads showcasing product features and clinical benefits.
  
• Static ads highlighting accuracy, speed, and reliability.
  
• Testimonials from doctors (with permission and without revealing brand).
  
• Clear CTAs such as “Book a Demo”, “Request Brochure”, “Talk to Specialist”.
  

4.3 Funnel Structure

1. Awareness: equipment intro videos & product-focused visuals.
   
2. Consideration: carousels with features + use cases.
   
3. Conversion: lead forms + landing page with demo request.
   

4.4 Landing Page Optimization

• Concise value proposition.
  
• Equipment specifications presented in simple clinical language.
  
• Lead form with minimal fields.
  
• Fast-loading mobile-first layout.
  

4.5 Continuous Optimization

• Weekly A/B tests: creatives, CTAs, thumbnails.
  
• Optimised budgets toward best-performing ad sets.
  
• Offline conversion tracking using CRM + Meta uploads.
  
• Reduced audience fatigue with regular creative refresh.
  

5.Business Impact

(All numbers are indicative and based on real campaign structure while maintaining NDA confidentiality.)

• 80% increase in qualified leads within 90 days.
  
• 35% reduction in cost-per-lead through precise targeting.
  
• 50% increase in demo requests from hospitals and clinics.
  
• Higher lead quality: majority of leads were institutional decision-makers.
  
• Improved landing page conversion rate from ~1.8% to ~5.7%.
  

Consistent monthly pipeline of high-value enquiries for sales teams.