Case study · Marketing & product analytics

Growth analytics for healthcare campaigns

FindDoc, Hong Kong healthcare platform · 2019–2023 · GA · GTM · Looker Studio · Google Ads · Meta · Tableau

20+ campaignsSanofi · Pfizer+20% conversion rate90%+ weekly KPIs met

Context: Pharmaceutical clients — including Sanofi (Dupixent) and Pfizer (PCV-13 vaccine) — ran patient-acquisition campaigns through FindDoc's platform. My job was the full analytics loop: build the tracking, run the weekly analysis, and turn it into budget and strategy recommendations the client acted on.

Measurement infrastructure

Reliable optimisation starts with reliable data. I coordinated with project managers and software engineers to design and implement the web analytics tracking infrastructure using Google Analytics and Google Tag Manager — so every downstream report was built on events we could actually trust.

Weekly optimisation cycle

Every week, campaign performance went through in-depth analysis in Looker Studio focused on audience-segment optimisation. That cadence — analyse, recommend, reallocate — kept over 90% of weekly KPIs on target and improved conversion rates by 20%. I advised the project manager directly on ad budget allocation and on which strategies suited pharmaceutical clients' constraints.

Looker Studio dashboard comparing conversion rate across channels — Channel-level conversion comparison for a single landing page with a short conversion journey (last-click attribution).

Looker Studio dashboard at ad-group level — Ad-group level view used in the weekly optimisation cycle.

Funnel prioritisation

Beyond individual campaigns, I used conversion-funnel analysis to decide where effort was worth spending: picking the most efficient step at each stage of the funnel, then combining conversion rate with search-impression data to find landing pages with the highest SEM potential — not just the highest current conversion rate.

Scatter plot of conversion rate against sessions for organic traffic — Identifying top organic performers by conversion rate and total conversions.

Conversion rate against search impressions — Adding SERP impression data changes the priority list: high-conversion pages with untapped search volume are the real SEM candidates.

Maximum expected revenue scenario chart — Scenario view: price × impressions × conversion rate as a ceiling estimate for prioritisation.

Reporting stakeholders actually read

Weekly performance reports went to both the project manager and clients — visualised in Looker Studio and Tableau, designed around the decision at hand rather than the data available. For client-facing summaries I paired Tableau charts with Canva layouts.

Client-facing analytics report page — Client-facing report: Google Analytics data, charted in Tableau, laid out in Canva.

SEM keyword performance dashboard — Single-campaign keyword monitoring, reported directly from Google Ads.

Results

+20% conversion rate through weekly audience-segment optimisation
90%+ of weekly KPIs met across 20+ campaigns for pharmaceutical clients
Budget advisory role — recommendations on allocation and strategy acted on by PM and clients
−30% reporting hours by automating the data pipeline (see automation case study)

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