How we helped Icon reach 75 more patients who needed treatment
Icon Cancer Centre is a leading provider of private oncology and radiation therapy services across Australia and Asia.
While demand for treatment existed, their digital channels were generating the wrong type of enquiries, limiting their ability to allocate resources effectively.
Windsorborn partnered with Icon to shift the focus from lead volume to lead quality, building a system designed to attract, filter and convert the right patients, while supporting expansion into new international markets.
- Inbound demand was steady, but not translating into the right patient mix
- Marketing activity prioritised lead volume over lead quality
- Resources were being spent servicing lower-value or less suitable enquiries
- Search and organic presence were not fully optimised for high-intent queries
- Conversion pathways were not effectively filtering or qualifying leads
- Support business growth, including entry into new international markets with a focus on replatforming and digital transformation
We created a more focused and efficient acquisition system, prioritising quality over volume and aligning performance with business outcomes.
Shifted from volume to value
- Moved away from generating as many leads as possible, instead focusing on higher-value patient enquiries
- Reduced wasted spend by targeting audiences more likely to convert into suitable patients
Rebuilt the search strategy
- Developed a highly targeted Google Ads approach focused on specific cancer types and high-intent search terms
- Used historical data to identify the most valuable queries and optimise campaign structure accordingly
Strengthened conversion pathways
- Introduced a refined enquiry form designed to filter and qualify patients more effectively
- Continuously tested and optimised the user journey to improve both conversion rate and lead quality
- Reduced friction in key pathways, increasing form completion rates
Built a supporting SEO engine
- Implemented a technical and on-page SEO strategy to improve visibility for relevant, high-intent searches
- Expanded organic keyword coverage, increasing the number of qualified entry points into the site
Enabled scalable growth
- Built a system that could be replicated and adapted across new markets
- Supported expansion into China, Singapore, New Zealand and the UK, ensuring consistent performance across regions
Any leads we got were vetted using a form that was continuously A/B tested and iterated upon to maximise the number and quality of throughput.
- With a clearer focus on quality and a more connected system in place, performance improved across both efficiency and business growth
- 75 new patients were acquired within 12 months, directly contributing to revenue
- Return on ad spend reached 4.7x, demonstrating efficient use of media investment
- Lead quality improved significantly, allowing Icon to focus resources on the most relevant patients
- Conversion rates increased following UX and CRO improvements
- The acquisition system scaled beyond Australia, supporting entry into China, Singapore, New Zealand and the UK
- Most importantly, Icon moved from chasing volume to building a high-quality, scalable patient acquisition system, capable of supporting both local performance and international growth
