IV Therapy Network.
Wellness Clinic · IV Hydration · Multi-location B2B + DTC
A national IV therapy and wellness clinic franchise scaling from 8 to 24 locations over 12 months. Two simultaneous challenges: franchise-level lead generation (B2B clinic operators) and direct patient acquisition (DTC booking) across all 24 markets simultaneously. $200k/month total media budget split across Meta, Google, and local search.
Geo
USA · 24 markets
Source
Meta + Google + Local
Period
12 months · 2023–2024
Tier
Wellness · IV Therapy
The Setup
What we were working with.
The Problem
IV therapy advertising sits in a grey zone — not a drug, not a supplement, but a medical service. Google restricts certain health service ads in several states. Meta requires medical advertising policy compliance. Running 24 local markets simultaneously requires a campaign architecture most agencies can't manage.
The Audience
DTC: health-optimizing adults 25–55, post-workout recovery, hangover recovery, immune boost, event prep. B2B: wellness entrepreneurs and medical professionals seeking franchise opportunities. Geo-targeted per market radius.
Our Solution
Market-specific campaign per location with local creative (city name, local landmarks). Google My Business integration for near-me capture. DTC Meta optimised for booking conversion. B2B Meta optimised for franchise enquiry lead form. Unified reporting across all 24 markets in single dashboard.
The Mechanics
What drove the numbers.
What We Learned
The takeaways that repeat.
Market-specific creative at $50 CPB vs $95 generic creative
Generic "IV therapy near you" creative: $95 cost per booking. Market-specific creative with city name and local event hooks ("Miami Marathon recovery", "Austin music festival prep"): $50 CPB. Local relevance halves acquisition cost in a service business.
68% 30-day rebooking rate compounds revenue without additional ad spend
Patients who booked once reboked within 30 days at 68%. By month 6, rebooking revenue accounted for 44% of total clinic revenue — generated at zero additional media cost. Service quality retention made the acquisition economics progressively better every month.
Google My Business "near me" drove 31% of bookings at $0 CPB
Optimising all 24 GMB profiles — consistent name/address/phone, photo uploads, review response cadence — drove 31% of total bookings through organic local search at zero ad spend. Paid media and local SEO run together; neither is sufficient alone at this scale.
B2B franchise enquiries at $285 CPL with $42K franchise fee AOV
Running a parallel B2B campaign targeting wellness entrepreneurs interested in franchise ownership generated franchise enquiry leads at $285 CPL. With a $42,000 franchise fee, even a 2% lead-to-franchise conversion made the B2B channel the highest-ROAS component of the media mix.
