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Lexum
LEXUM Očná Klinika Košice (formerly 3F mikrochirurgia oka) is one of the oldest and most trusted private eye surgery clinics in Slovakia. Established in 2003, it provides comprehensive ophthalmological care across two first-contact clinics, an in-house optical centre, and a state-of-the-art microsurgery department with two operating theatres.
Client:
Date
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Project goal
Although LEXUM had a strong medical reputation and nearly two decades of history, their digital acquisition was underutilized. In a highly competitive healthcare market, they needed a measurable, predictable system to generate surgery candidates across Slovakia — especially for eye operations.
Before the engagement, the clinic achieved ~30 qualified leads per month, limiting their ability to scale patient intake in a stable and cost-efficient way.
Project Challenge
Increase the volume and quality of surgical leads, establish a full-funnel acquisition strategy across digital and OOH channels, and significantly reduce CPA while reaching both nationwide and regional audiences (with strong focus on Eastern Slovakia).
1. Full-Funnel Acquisition Framework
We built a three-layer funnel synchronised across Google, Meta, and OOH:
Top of Funnel: OOH placements + Meta Awareness
Middle of Funnel: Google Search + retargeting
Bottom of Funnel: Lead forms, optimised landing pages, and targeted conversion campaigns
2. Google Ads Architecture
We structured campaigns by:
- High-intent surgical terms (“laserová operácia očí”, “operácia šošovky”)
- Regional modifiers to reduce CPC waste
- Device segmentation for older demographics
- Negative keyword layers to avoid research-only queries
3. Meta Ads Lead Engine
- Lead Ads with prequalification filters
- A/B tested imagery showing age-appropriate patient personas
- Visual storytelling emphasizing trust, precision, safety, and expertise
4. Landing Page & Lead Form Optimisation
Enhancements included:
- Clearer value propositions
- Reduced cognitive load
- Medical credibility signals (doctors, equipment, years of experience)
- Faster multi-step forms to increase completion rate
Result: Conversion rate increased from 2.1% → 4.5%.
5. Tracking & Analytics Reliability
- GA4 event mapping
- Server-side tracking
- Conversion APIs for Meta
- Custom dashboards for per-region lead volume
- Heatmaps to refine landing UX
6. OOH Campaign Strategy
We designed impactful OOH visuals and messaging aligned with digital campaigns to reinforce awareness in Košice & Prešov — creating a consistent brand narrative offline + online.
Results (Business Impact)
Outcomes:
- 4× more monthly leads for surgical operations
- 58% lower cost per lead, making acquisition significantly more profitable
- Stronger regional performance, with Eastern Slovakia becoming the highest-converting market
- Improved landing experience, doubling conversion efficiency
- Consistent lead flow, enabling the clinic to plan surgeries months ahead
LEXUM now has:
- A proven, scalable multi-channel acquisition system
- Stronger brand presence across Slovakia
- Reliable digital + OOH synergy improving long-term demand
- Stable and predictable patient pipeline for surgeries
Get started with our fabulous agency !
Upto 30% Discount for first time- Posuere ante cras tellus scelerisq
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