Dijagnostika 2000
INDUSTRY: Health
Optimising Diagnostic Capacity Through Data-Driven Patient Acquisition
Dijagnostika 2000 is one of Croatia’s leading diagnostic imaging providers, specialising in MRI, CT, ultrasound and neurological diagnostics. Operating within a highly competitive private healthcare market, the organisation continuously balances two critical business objectives—maintaining high equipment utilisation while ensuring sustainable profitability.
The Challenge
Unlike many healthcare providers, success for a diagnostic clinic is not measured simply by patient volume.
Every MRI scanner, CT machine and diagnostic room represents a significant capital investment whose profitability depends on maintaining optimal utilisation throughout the day.
The organisation faced several strategic challenges:
- increasing competition in private diagnostics
- rising patient acquisition costs
- fluctuating occupancy across diagnostic equipment
- limited visibility into which marketing activities generated the most valuable examinations
- need to maximise utilisation without sacrificing profitability
- increasing pressure to scale patient acquisition efficiently
The objective was not simply to generate more enquiries, but to build a predictable acquisition model capable of continuously filling diagnostic capacity with profitable patients.
Our Approach
Rather than treating marketing as a separate activity, Blueprint designed an acquisition strategy directly aligned with operational capacity and business performance.
Customer Journey Optimisation
We redesigned the complete patient acquisition journey.
Every interaction—from search behaviour to appointment booking—was analysed and optimised to reduce friction and improve conversion rates.
The objective was to ensure that patients searching for highly specific diagnostic procedures could quickly find relevant information and convert into booked appointments.
Performance Marketing
Google Ads was completely restructured around patient intent.
Campaigns were segmented according to diagnostic services, search intent and treatment demand, enabling significantly higher efficiency and improved lead quality.
Continuous optimisation included:
- keyword refinement
- bidding optimisation
- landing page improvements
- conversion optimisation
- budget allocation based on profitability
SEO Strategy
To build sustainable long-term growth, a comprehensive SEO programme was implemented.
The strategy included:
- technical SEO
- service page optimisation
- medical content development
- local SEO
- authority building through off-site optimisation
- continuous search demand expansion
The objective was to reduce dependency on paid acquisition while increasing visibility for high-value diagnostic searches.
Conversion Rate Optimisation
Patient acquisition was continuously improved through ongoing UX and CRO optimisation.
This included:
- appointment flow improvements
- landing page testing
- mobile optimisation
- page speed optimisation
- conversion analysis
Each improvement increased patient acquisition efficiency without proportionally increasing media investment.
Marketing Automation
Automated patient communication supported the entire diagnostic journey.
Examples included:
- appointment reminders
- preparation instructions before examinations
- follow-up communication
- preventive diagnostic campaigns
- seasonal health awareness initiatives
- referral campaigns
Automation improved patient experience while reducing operational workload.
Dynamic Budget Management
Marketing investment became directly connected to operational priorities.
Campaign budgets were continuously adjusted according to:
- diagnostic equipment availability
- examination demand
- seasonal fluctuations
- service profitability
- capacity utilisation
This enabled marketing to actively support business operations rather than simply generate additional traffic.
Results
The integrated strategy produced measurable improvements across acquisition, operational efficiency and long-term sustainability.
1.25 €
Cost per Lead
6,000
Google Ads conversions
76,000
unique website visitors
34%
increase in qualified diagnostic enquiries
27%
lower Cost per Acquisition
41%
reduction in dependency on paid acquisition
Organic Growth
- +81% increase in organic website traffic
- +54% growth in non-branded search visibility
- Significantly higher share of high-intent diagnostic searches
Operational Performance
- 26% improvement in diagnostic equipment utilisation
- 22% reduction in unused appointment capacity
- Improved visibility into service profitability and acquisition efficiency
- Faster response to fluctuations in patient demand
“Blueprint comes highly recommended from us for anyone serious about business growth.”
Vlatka Prpić Lukač
Marketing Manager
Outcome
Dijagnostika 2000 transformed marketing from a lead generation function into a strategic capacity optimisation engine.
Instead of focusing solely on acquiring more patients, marketing became directly aligned with operational performance, ensuring that diagnostic equipment, clinical resources and marketing investment worked together toward the same business objective.
By combining performance marketing, SEO, conversion optimisation, marketing automation and dynamic budget management, the organisation established a scalable patient acquisition model capable of supporting long-term growth while maintaining exceptional acquisition efficiency.
Despite significantly expanding its digital marketing capabilities, the organisation increased its overall marketing investment by only 10%. This was achieved through steadily reducing dependence on paid acquisition while organic visibility, conversion efficiency and operational optimisation generated an increasing share of profitable patient demand.
Ulica Nikole Škrlca 33a
10000 ZAGREB, Croatia
OIB 91967242018
blueprint.hr
