Oh, you're jumping straight into finding a Meta ads expert? Might want to take a breath and check if Meta's even the right bloody channel for your HMS/EMR offer first.
Selling software to doctors isn't the same as flogging leggings or meal kits. The biggest mistake I see is people running generic lead gen campaigns targeting "doctors" and then scratching their heads when the leads are about as useful as a chocolate teapot. Most healthcare software success stories I've seen focus on qualification, clinic size, speciality, and actual operational pain points-not broad demographics. On Meta, that means lead gen or demo booking campaigns built around educational content, clinic efficiency wins, patient management headaches, appointment automation, and revenue leakage prevention. Basically, make it about their actual job, not your feature list.
Worked with a healthcare SaaS company targeting clinics across India. They were generating leads at roughly $2-3 each, but almost none of them were decision-makers. After we revamped the funnel around demo requests, added qualification questions, filtered by clinic size, and fed booked demos back into Meta, lead volume dropped by about a third but demo attendance jumped 62%. Cost per qualified demo fell from around $48 down to $21. They closed 11 new clinics within three months on a monthly spend of about $1,500-because Meta finally started optimising toward real prospects instead of serial form fillers.
So what's your average contract value here, and are you targeting individual doctors, small clinics, or multi-doctor hospitals? That'll tell you if Meta's even worth the headache.
