The Sana Kliniken Case

How We Supported Sana Kliniken Munich in the Development and Implementation of a Strategy for Digital Patient Acquisition

About Sana Kliniken

Sana Kliniken is Germany’s largest independent clinic-/ healthcare provider. With more than 120 medical facilities (clinics, MVZs, and medical supply stores) and over 34,600 employees, the company generated sales of 3.0 billion euros in 2021.

From prevention to outpatient and inpatient care, rehabilitation, aftercare, therapeutic products and aids in our medical supply stores as well as B2B services (purchasing, logistics, MedTech, and management services), Sana Kliniken provides patients, companies, and external healthcare institutions with quality medicine and excellent services for decades.

We supported the digital acquisition of patients to open a new pain clinic in Munich with an innovative treatment concept.

Our Digital Transformation Approach

So far, no digital market entry and positioning, no digital measures to increase reach and patient acquisition for the recently founded pain clinic had been put in place, and the digital infrastructure for digital patient acquisition was limited. In addition, the existing website was not yet optimized for the target group regarding navigation and structure and no tracking was implemented for the website yet. Our OMMAX digital patient acquisition approach included:


1. Digital Strategy


  • Definition of target groups and personas

  • Definition of the patient journey from the advertisement to the call to treatment

  • Development of a patient acquisition strategy according to the clinic’s business goals

  • Creation of a customized SEA campaign structure


2. Landing Pages


  • Creation of CRO landing pages, for the top 3 treatment areas of the pain clinic

  • Target group optimized and relevant content with appropriate thematic segmentation after ad grouping, for a consistent patient journey


3. SEA Campaigns


  • Patient acquisition for the clinic with a focus on pain patients through SEA and Bing campaigns

  • Set-up of optimized Google Ads campaigns

  • Brand and non-brand campaigns with dedicated and ROI-optimized bidding strategies


4. Service and After Sales


  • Reporting along the entire patient journey from ad to intake

  • Use of data for continuous campaign optimization down to keyword level

  • Measurement and optimization of relevant KPIs such as CPL, ROI

  • Data basis on best performing acquisition channels (e.g. campaign vs. referring physician)

Together, We Achieved:

  • +170.000 points of contact with potential patients (impressions)

  • +30% appointments for pre-stationary diagnostics

  • -19% cost per appointment

  • +11% lead generation

"OMMAX supported us in the digital market entry in the course of the new opening of our clinic for conservative orthopedics, manual medicine and pain medicine. By digitizing our patient acquisition, we have gained a relevant referral channel that is in no way inferior to the classic referral in terms of appointments and hospitalization."

Philipp Schlerkmann Managing Director Sana Klinikum Offenbach GmbH

Successful Digital Patient Acquisition

A quick go-to-market was realized after a short strategy phase; within the first four months of campaigning, the digital patient acquisition strategy was successfully rolled out. OMMAX and Sana in Munich generated over 170,000 brand touchpoints with potential patients in the greater Munich area in three months by developing and implementing the digital patient acquisition strategy. Resulting of the implemented digital measures for patient acquisition, Sana was able to improve relevant business KPIs, such as the number of stationary treatments, whilst optimizing ROI continuously.

"Sana Kliniken is one of the most important providers of integrated healthcare services in Germany. We are delighted to successfully accompany the digitization of this patient-oriented company with our data-driven go-to-market strategy."

Lisa Marsfeld Partner at OMMAX

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