Healthcare · Lead Generation
Dr. Tariq Hatamleh: turning reach into WhatsApp conversations
Two monthly reports (May and July 2026) for a surgeon’s Instagram, Facebook and Meta Ads, with WhatsApp conversations as the main result.
Results
Client overview
Dr. Tariq Hatamleh is a surgeon in northern Jordan. In July 2026 his accounts stood at 17.7K Instagram and 9.5K Facebook followers.
Industry
Healthcare: aesthetic and ENT surgery (rhinoplasty, children’s tonsils)
Business challenge
Turn a large, growing audience into booking conversations for two procedure lines with different audiences.
Marketing problem
After an exceptional June, July showed strong reach but weaker interactions and link clicks, which the report reads as creative fatigue after weeks of the same formats. Only 59% of the $600 ad budget was spent.
Strategic approach
Treat the WhatsApp conversation as the main result, run separate campaigns per procedure and area, and use cheap reach and engagement campaigns to feed retargeting.
Marketing strategy
- Keep an 80/20 content and budget focus between nose aesthetics and tonsils
- Judge campaigns by cost per conversation, not by reach
- Stop campaigns whose cost per conversation stays high
- Rebuild engagement with real patient feedback and behind-the-scenes content
Execution plan
- Monthly report with goals vs achieved for Instagram, Facebook and ads
- Geographic split for tonsils: Irbid, Jerash and Mafraq
- Profile-visit campaigns at $0.02–$0.03 per visit to build retargeting audiences
- Pausing the two weakest campaigns ($1.10 and $1.25 per conversation)
Campaign structure
- Message campaigns: nose aesthetics
- Message campaigns: children’s tonsils, by area
- Engagement and profile-visit campaigns
- Retargeting recommended for people who messaged but did not book
Campaign results (from the monthly reports)
| Campaign | Month | Result | Cost per result | Spend |
|---|---|---|---|---|
| Nose aesthetics, messages | May | 253 WhatsApp conversations | $0.40 | $102.20 |
| Tonsils: Irbid, Jerash, Mafraq | May | 93 conversations | $0.79 | $73.31 |
| Women in Irbid only | May | 9 conversations | $0.38 | $3.41 |
| Facebook post engagement | May | 78,346 engagements | $0.0004 | $30.76 |
| Nose aesthetics, messages | July | 245 conversations | $0.61 | $148.28 |
| Children’s tonsils, July | July | 135 conversations | $0.41 | $55.44 |
| New targeting (paused) | July | 71 conversations | $1.10 | $77.77 |
| Tonsils Irbid–Ramtha only (paused) | July | 12 conversations | $1.25 | $15.02 |
Creative direction
- Educational content, before/after and a podcast format
- A six-reel series (“Dana”) planned for June
- Real patient feedback in motion graphics without showing faces, planned for August
Solution
A conversation-first structure: campaigns per procedure, cost per WhatsApp conversation as the yardstick, low-cost audience building for retargeting, and a monthly report that ends in the next month’s goals.
Business impact
May 2026: 346 WhatsApp conversations for $209.68 of ad spend across four campaigns. July 2026: 245 conversations at $0.61 (nose aesthetics) and 135 at $0.41 (tonsils), and Instagram reach at 221% of the month’s goal. Interactions and link clicks fell in July; the report flags this for the next month.
Key learnings
- Reach and conversations are different goals; track both
- Creative fatigue shows up as falling interactions before it shows in reach
- Under-spending the budget caps volume however good the cost per result