How Millie Clinic Doubled Patient Visits While Keeping Spending Flat Using Lantern’s Full-Funnel Marketing Approach
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Millie Clinic was launched by a group of healthcare providers and moms who aim to revolutionize modern maternity care in the U.S. The Berkeley, CA based clinic offers OBGYN and midwife services combined with postpartum care and mental health services among other offerings.
Shortly after Millie launched, they found that their marketing strategy wasn’t producing the results they needed to scale. They had a hodgepodge of contractors executing marketing activities but they weren’t getting enough patient sign-ups. Millie needed a cohesive growth team to get more out of their marketing spend. Their goal was to increase patient visits without increasing their marketing budget.
A Cohesive Top-of-Funnel Strategy
“Finding the right marketing support was a challenge,” said Anu Sharma, Founder and CEO of Millie. “We needed both strategic support and flawless execution, and it was impossible to find a team that could do both. Enter Lantern.”
The first thing the Lantern team did was audit Millie’s website tracking and Google Analytics. Then, they created a consistent set of event tags across platforms and ensured all key events were accurately measured, and reset Meta and Google tracking to optimize for the right goals.
Next, Lantern tightened Millie’s ad group themes and keyword match types to focus their spend on top-performing keywords. They updated Millie’s ad copy to be more relevant to their target audience of people based in the Bay Area who are pregnant, planning to become pregnant, or have a new baby at home, which improved their ad strength and click through rates. They also adjusted Millie’s budget allocation away from broad match terms to increase their overall ad efficiency.
Finally, Lantern revamped Millie’s Meta campaigns to focus on mid-funnel and appointment booking events instead of driving clicks and awareness. They broadened the audience while narrowing the placement selection, and ran several creative experiments, showcasing different aspects of the Millie story via a broader set of formats.
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“In just 90 days, Lantern doubled new patient intakes while maintaining a steady spend, cutting our customer acquisition cost in half."
Doubling Patient Visits in <100 days
“In just 90 days, Lantern doubled new patient intakes while maintaining a steady spend, cutting our customer acquisition cost in half,” said Sharma.
The Lantern team was able to achieve this solely through improved top-of-funnel performance.
Today, Millie has raised $4 million in funding, has 15 staff members, and plans to open additional clinic locations throughout the Bay Area in the coming months.
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