CASE STUDY 04 · HEALTHCARE BUSINESS
HEALTHCARE BUSINESS IN BOGOTÁ
Scaling international demand with Meta advertising and AI.
Creative work, ads, AI qualification and sales support connected a business with 30 years of experience to qualified opportunities across countries.
JUN 2024 – JUL 202626 DOCUMENTED MONTHSANONYMIZED CASE
IDENTITY AND SENSITIVE INFORMATION PROTECTED01 / STARTING POINT
The budget was there. Truly qualified prospects were not.
Many messages, few real opportunities
Spending stayed below the available budget because raising spend also increased contacts with insufficient intent.
Reverse declining sales while expanding operations
The challenge was not starting from scratch, but modernizing a sales system built over decades through radio, television, print and referrals.
The right question shifted from “How do we get more messages?” to “How do we attract qualified demand and serve it well?”
02 / PERFORMANCE OVER TIME
The curve shows growth and the limits of scaling through spend alone.
Six reference points within 26 documented months. Bars show sales; the same month's ad spend appears below.
COP 810M
Jun 24Ad spend COP 42.1M
COP 1786M
Sep 24Ad spend COP 57.3M
COP 1980M
Jun 25Ad spend COP 46M
COP 2416M
Sep 25Ad spend COP 47.4M
COP 2685M
Mar 26Ad spend COP 170M
COP 878M
Jul 26Ad spend COP 181M
Efficient scaling
COP 33,578 million in recorded sales with COP 1,257 million in ad spend. Advertising represented 3.74% of sales.
Diminishing returns
COP 10,806 million in sales with COP 1,116 million in ad spend. Advertising rose to 10.32% of period sales and reached 20.6% in July, revealing capacity and efficiency limits.
03 / SALES SYSTEM
We did not triple the budget overnight. First, we built a journey that could handle it.
- 01
Understand the market
We reframed targeting and conversations to prioritize genuine intent, not just message volume.
- 02
Creative variety
We tested more videos, testimonials, formats and messaging angles to find messages that could scale.
- 03
Meta advertising
All documented spend went to Facebook and Instagram, with gradual increases based on sales response.
- 04
AI lead qualification
AI agents responded to and screened prospects before assigning them to the human team.
- 05
Virtual consultation
Remote consultations served international prospects and helped prepare their travel to Bogotá for procedures.
- 06
Assess capacity
We assessed the operation's real limits: service, scheduling, aftercare, staffing and delivery of the service promise.
04 / THE BOTTLENECK
Marketing grew faster than operations.
Increased demand put pressure on scheduling, customer service and aftercare. Without more staff and processes, delivery of the service promise began to deteriorate.
Growth is not filling the inbox. It means increasing the capacity to serve, operate, support and respond at the same time.
05 / LESSONS LEARNED
A growth case with an honest view of performance.
Quality before volume
More messages do not mean more sales. Creative work and qualification must attract and identify genuine intent.
AI extends the team
Automating initial responses and commercial screening lets people focus on opportunities with context.
Remote service opens borders
Remote support reduces distance, qualifies international opportunities and prepares conversion in Bogotá.
Capacity is part of marketing
The commercial promise breaks down if service, scheduling and aftercare do not grow with demand.
More spend has limits
The final months show that raising budget without addressing efficiency and capacity can reduce the sales-to-spend ratio.
The complete system sells
Creative work, advertising, qualification, people and operations must move forward together.
The client authorized sharing aggregate results, not their identity. We therefore use an anonymous visual representation and omit names, specialty, brands, specific locations and identifying details. The supplied June 2024–July 2026 records show COP 44,384,189,000 in sales, COP 2,372,902,047 in Facebook and Instagram ads and 1,080 recorded services. The gross ratio is recorded sales divided by advertising spend; it is not profit, does not attribute sales exclusively to advertising and is not a promise of future results.
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