The problem
A multi-site workers-compensation medical network was relying on referral pipelines that had plateaued. Weekly intake from new patients had been flat at ~32 for nine months, and incremental capacity was sitting empty across three sites.
The constraint
Workers-comp intent forms in the real world, not on a feed. The trigger is an injury at work or a light-duties notice; the search lands on Google the same week ('workers comp claim NSW', 'work injury physio'). Each platform earns its keep differently in a category like this — Google captures the intent at the moment it forms, Meta primes brand recall in the catchment, neither does the other's job well. The mix weighted Google for capture, Meta thin for priming, AHPRA-clean across both. The harder constraint was reading the funnel shape correctly.
The approach
We built a programme of acquisition channels anchored to a compliance-cleared creative system. Every claim was tested against AHPRA s.133A; every metric quoted was structural — capacity, throughput, scheduling slack — rather than clinical.
The outcome
Weekly bookings from 32 to 188 inside fourteen weeks, sustained across the next four quarters. Cost-per-acquisition stayed inside the network's pre-agreed ceiling, and the creative system held through every quarterly review without rework.