Context
Multi-location healthcare enterprise: 14 practices in 14 media markets (DMAs), ~50,000 weekly campaign records across TV, digital, direct mail, radio and print.
The problem
Understand which channels, markets and practices turn media dollars into new patients, and how that changed over three years.
Technical approach
A multi-year funnel dashboard (2023, 2024, 2025) that slices cost, leads and new patients by practice, DMA, media, lead type and vendor.
Business value
Campaign cost trend
Monthly campaign cost, year over year. Follows all filters except year.
Lead funnel by year
Each stage shows count, conversion from the previous stage, and share of leads. Follows all filters except year.
Leads by media type
By year
Lead mix
Leads by practice, top 10
Ranked by the focus year (2025 when comparing years)
Insights & recommendations
Method. Weekly campaign records are rolled up by fiscal year and month. Funnel stages: Leads → Qualified → Screening scheduled → Screening completed → New patients. Cost per lead and cost per new patient use fully-loaded campaign cost, including spend weeks with no attributed leads. Call volume is not shown: call-tracking coverage changed between 2023 and 2024, so it is not comparable. Insight callouts require a minimum volume so tiny segments do not win by chance. Practice, market and vendor names are anonymised.