META AND INSTAGRAM ADS
Anyone can buy the click. We are what happens after it.
THE NUMBER THAT MATTERS
BEFORE WE SHOW YOU ANYTHING
Which number should you judge us against?
Almost everything after this slide depends on the answer, so we would rather agree it with you now than defend it later.
THE SAME WORK, TWO UNITS
The unit decides who in your building evaluates us.
COST PER LEAD
€24
ILLUSTRATIVE
A marketing number. It compares us to other agencies, and whoever manages your marketing decides it.
CONTRIBUTION FROM ONE MORE TREATMENT START
your figure
WE DO NOT HAVE IT AND WE WILL NOT ESTIMATE IT
A capacity number. It compares us to any other use of the same money, and only you can decide it.
WHY ONE MORE IS NOT LIKE THE AVERAGE
The costs you have already committed to this month are paid whether one more cycle runs or not.
Your average margin carries a share of those committed costs. One more cycle does not, so it adds only what it genuinely consumes.
You know these three figures. We do not, and we will not estimate them for you.
STRUCTURE ONLY. NO FIGURES SUPPLIED BY REPLYION.
THE NUMBER WE WILL BE MEASURED ON
Everything after this slide is counted in one unit.
If the figure is wrong, correct us before we continue. We would rather be measured on your number than on ours.
CONTRIBUTION FROM ONE MORE TREATMENT START
€
SUPPLIED BY THE CLINIC · RECORDED IN THE PILOT DEFINITION
WHAT YOUR INBOX ALREADY KNOWS
BEFORE WE SHOW YOU ANYTHING OF OURS
Open your clinic WhatsApp and scroll back to last night.
We would rather look at your evidence than show you ours.
LAST MONTH, AT YOUR CLINIC
Five counts. You already hold every one of them.
Most clinics can produce the first line and the last. The three in between are where patients are lost, and almost nobody counts them.
If a line is unknown, that is the finding.
STRUCTURE ONLY. NO FIGURES SUPPLIED BY REPLYION.
WHAT THE GAP IS WORTH
Now multiply the gap by your own figure.
Nobody at your clinic did anything wrong. The enquiries arrived when the building was empty.
HOW SHE DECIDES
BEFORE SHE WRITES TO ANYONE
She has been deciding for a year and a half.
MONTH 1
She stops mentioning it when it does not work.
MONTH 9
She reads everything and contacts nobody.
MONTH 16
She starts saving clinics without following them.
MONTH 18
In one evening, she writes to four of them.
By the time your clinic hears from her, the decision is nearly made. Almost all of it happened where you could not see it.
AND SHE WRITES WHEN THE BUILDING IS EMPTY
Not at eleven in the morning.
She writes after the children are asleep, from her own bed, to four clinics in a row. The first one that answers is the one she talks to.
HER EVENING
ONE OF THEM REPLIES BEFORE SHE FALLS ASLEEP
SHE IS NOT LOOKING FOR YOU YET
FOUR PLACES, ONE COMPANY, ONE PATIENT
She meets your clinic in four places, and never notices they are the same one.
REELS
Where she meets you for the first time, without looking for you.
STORIES
Where she asks the questions she is not ready to ask a clinic.
FEED
Where she looks for proof that other people went through it.
Where she finally writes, in the app she already uses every day.
One button carries her from the third place to the fourth without a form, a website or a phone call.
Google meets the patient who is already looking. Meta meets the one who is not.
SHE TYPES
avivafertility.com · Sponsored
IVF in Madrid. Your first consultation is free.
madridivf.com
Fertility treatment in central Madrid.
northsideivf.com
IVF and egg donation, English speaking.
She has already decided to look. You are now competing with everyone else she is comparing.
SHE SCROLLS
avivafertility · Sponsored
She has decided nothing. All you can buy here is one and a half seconds of her attention.
THE HONEST LIMIT
We control the creative and the spend. We observe the outcome. We guarantee neither.
WHAT WE DO
- Build and run the creative system across Reels, Stories and Feed
- Answer every reply that arrives, in her language, at any hour
- Attribute every booking and every treatment to the creative behind it
WHAT WE DO NOT PROMISE
- A number of bookings agreed in advance
- That one creative will beat another before it has run
- A return on spend from a patient who was never going to book
SOMETHING STOPS HER THUMB
REEL · SHE HAS NEVER HEARD OF YOU
Two years of trying.
A patient speaks first, in the first second, before any clinic name appears. No offer, no price. This creative is buying recognition, not a reply.
· FORTY ONE CONSULTATIONS BEGAN HERE
ILLUSTRATIVE CREATIVE AND ENGAGEMENT · AVIVA FERTILITY, MADRID
avivafertility SPONSORED
Nobody told us what to do next.
Original audio · avivafertility · 2,418 likes · 96 comments
REEL · SHE IS DECIDING WHO TO TRUST
Dr. Marín answers the question she asks first.
avivafertility SPONSORED
Dr. Marín on what a success rate means at 38.
Original audio · avivafertility · 1,204 likes · 142 comments
The clinician speaks, unedited, with no script on screen. It runs to the people who watched the first Reel and did not write.
· THIRTY TWO CONSULTATIONS BEGAN HERE
ILLUSTRATIVE ENGAGEMENT · AVIVA FERTILITY, MADRID
STORY · SHE WANTS TO UNDERSTAND BEFORE SHE ASKS
Three questions, answered before she has to ask them.
avivafertility
Success rates at my age?
By year, not by decade.
Send a message
avivafertility
Can I message out of hours?
Whenever you are awake.
Send a message
avivafertility
If the first cycle fails?
You are told before you start.
Send a message
Every question here was asked by a real patient in the WhatsApp thread first. The creative is written from the corpus, not from a brief.
FEED · SHE IS ALMOST READY TO WRITE
One patient, first message to treatment, in five frames.
01
02
03
04
05
Eighteen consultations began here, at twenty nine euros each. Proof is the cheapest creative in the campaign because it is the last thing she needs.
ILLUSTRATIVE CREATIVE AND ENGAGEMENT · AVIVA FERTILITY, MADRID
SHE TAPS SEND MESSAGE
TUESDAY 21:52 · THE SAME REEL, THE SAME PATIENT
Everything up to this moment, any agency can do.
SPEND WITHOUT A REPLY
Her message waits eleven hours for the desk to open. Nothing about the ad was wrong. Nobody was there to answer it.
WEDNESDAY
SPEND WITH ONE
Replyion answers in four seconds, at 21:52:08. She is booked nineteen minutes later, with nobody at the clinic awake.
ELENA, DAY 3, 21:52
She never visited your website.
No form, no landing page, no waiting for office hours. The creative she came from travels into the thread, so the answer already knows what she watched.
FROM THIS AD
Two years of trying
● REPLYION COORDINATOR REC 8812
ILLUSTRATIVE CONVERSATION AND RECORD · AVIVA FERTILITY, MADRID
A. WEBER, MUNICH, 22:04
She writes in German. Your team never has to.
HER THREAD
WHAT YOUR CLINIC SEES
Her language is a field in the record. It is never a task for your team.
ILLUSTRATIVE CONVERSATION · AVIVA FERTILITY, MADRID
06:30 · BEFORE THE CLINIC OPENS
Your team arrives to work that is already done.
AVIVA FERTILITY · CONSULTATION CALENDAR
THU 26
18:00
A. Weber
Video · 18:15
FRI 27
10:00
Elena Ruiz
In clinic
MON 30
11:00
D. Almeida
In clinic
● THE OWNER BRIEF
NEEDS DR. MARÍN THIS MORNING
S. Bennett wrote at 23:46 with a medical question. She was told a clinician would reply by 09:00.
Everything else was handled while the clinic was closed.
ILLUSTRATIVE CALENDAR AND BRIEF · AVIVA FERTILITY, MADRID
THE HOURS YOU CANNOT BUY
WHAT WE DO NOT SEND YOU
A full calendar is not the same as a good month.
Your clinicians' hours are the one thing more budget cannot buy. Every consultation that was never going to proceed costs you one of them.
ASKED IN THE CHAT, BEFORE ANY SLOT IS OFFERED
Have you had treatment before, and where?
Are you able to travel to the clinic?
Are you looking to begin in the next few months?
HER ANSWERS REACH YOUR TEAM WITH HER. NOBODY ASKS HER TWICE.
THE MONTH IS OVER
The same campaign, reported twice.
AS AN AGENCY REPORTS IT
AS REPLYION REPORTS IT
ILLUSTRATIVE CAMPAIGN · AVIVA FERTILITY, MADRID · ONE MONTH
EVERY BOOKING, TRACED TO THE CREATIVE THAT PRODUCED IT
The part your agency does not send you.
| CREATIVE | SPEND | CONVERSATIONS | BOOKED | PER BOOKING |
|---|---|---|---|---|
| Reel · Two years of trying | €1,840 | 268 | 41 | €45 |
| Reel · Dr. Marín answers | €1,010 | 147 | 32 | €32 |
| Story · Three questions | €620 | 96 | 15 | €41 |
| Feed · Five frames | €520 | 74 | 18 | €29 |
| Story · A day at the clinic | €210 | 27 | 4 | €53 |
| FIVE CREATIVES, RECONCILED | €4,200 | 612 | 110 | €38 |
ILLUSTRATIVE CAMPAIGN · AVIVA FERTILITY, MADRID · ONE MONTH
TREATMENTS STARTED, ONE CAMPAIGN MONTH
34 of 110 consultations booked
Each one is traceable to the creative that started it, because the conversation, the booking and the outcome were all recorded in the same place.
ILLUSTRATIVE CAMPAIGN · AVIVA FERTILITY, MADRID · ONE MONTH
ELENA RUIZ · ONE PATIENT, ONE RECORD
Twenty four days, in a single file.
WHERE IT STARTED
Every line was written by the system as it happened. None of it was reconstructed at the end of the month.
ILLUSTRATIVE PATIENT RECORD · AVIVA FERTILITY, MADRID
FROM SIGNATURE TO FIRST BOOKING
Typical onboarding takes a few weeks.
WEEK 1
Accounts, WhatsApp number, escalation rule agreed with your clinical team.
WEEK 2
Filming at your clinic. One morning of your clinician's time.
WEEK 3
You approve the creative. Campaigns built and submitted for review.
WEEK 4
Live. The coordinator answers the first patient the day it starts.
Timelines depend on your clinic’s configuration and integrations. What we need from you: access, one morning of filming, and a decision on the escalation rule. Nothing else.
IF YOU ALREADY HAVE AN AGENCY
Keep them. The comparison was never agency against Replyion.
THEIR WORK, UP TO 21:52
Everything that puts the Reel in front of her.
OUR WORK, FROM 21:52
Everything that happens after she writes.
The real comparison is spend with a reply against spend without one.
READY WHEN YOU ARE
Meta brings her attention. Replyion turns it into a patient.
Give us one month of Meta budget. At the end you keep the ledger, whatever it says.