A complete breakdown of the marketing infrastructure, patient acquisition flow, and CRM pipeline that powers CGM device sales across the United States.
Google Ads + Meta Ads drive prospective patients to the STJ website and landing pages
Website form collects patient info: name, DOB, insurance type, insulin usage, and state
Leads sync to Zoho CRM where staff verifies insurance eligibility and insulin dependency
GHL sends automated email/SMS sequences. Staff follows up via phone to complete enrollment
Approved patient receives CGM device (Dexcom G7 or FreeStyle Libre 3) shipped to their door
| Patient Segment | Audience Type | Targeting Approach | Status |
|---|---|---|---|
| HMO Match | Suggestion | Custom audience with Advantage+ expansion enabled | Active |
| Look Alike | 1% Lookalike of prospect list, ages 60-65, expansion OFF | Active | |
| No Suggestion | Custom audience only, no expansion — pure retargeting | Active | |
| Just Turned of Age | Suggestion | Recently Medicare-eligible patients with expansion | Active |
| Look Alike | 1% Lookalike, ages 60-65, expansion OFF | Active | |
| No Suggestion | Custom audience only, no expansion | Active | |
| No Contact | Suggestion | Leads who never responded, re-engaged via Meta | Active |
| Look Alike | 1% Lookalike of no-contact list | Active | |
| No Suggestion | Custom audience only | Active | |
| Denied By Patient | Suggestion | Patients who previously declined, re-engaged with new messaging | Active |
| Look Alike | 1% Lookalike of denied-by-patient list | Paused | |
| Bad DOB | Suggestion | Leads with DOB data issues, re-targeted for correction | Active |
| No Suggestion | Custom audience only | Active | |
| P Match (Prospects) | Suggestion | Prospect list with Advantage+ expansion | Active |
| Look Alike | 1% Lookalike, ages 60-65, expansion OFF | Active | |
| General (Cold Traffic) | Broad | All US minus ND, ages 18-65, Advantage+ enabled, split: Still Images + Reels/Animated | Active |
Each campaign splits into two ad sets: "Still Images" for feed placements and "Reels/Animated" for Stories, Reels, and vertical video placements. This allows creative-format optimization without audience overlap.
All campaigns use the OUTCOME_SALES objective optimizing for offsite conversions (form submissions on the website). The Meta pixel tracks the thank-you page event as the primary conversion signal.
Website form submission tracked via Google Ads pixel ("Submit lead form"), GA4 events (CGM_Form_Submission, fb_thank_you_page), and Meta pixel
Zoho CRM receives leads and syncs back to Google Ads via "Zoho CRM Leads/Contacts" offline conversion. Zapier also pushes offline conversion data.
"Zoho CRM Lead Qualification" and "Zoho CRM Sales" fire as offline conversions when a lead gets verified and when a device actually ships
Website form submission pixel
GA4 custom event on form submit
Thank you page view event
Lead synced to CRM
Lead verified as eligible
Device shipped — final conversion
Additional offline sync via Zapier
Phone call tracking from site
Direct call extensions on ads
Form submitted from website or Meta ad
Staff reaches patient by phone, email, or SMS
Medicare/private coverage confirmed
Patient eligible for CGM device
Awaiting final documents or patient action
CGM device delivered to patient
Central database for all patient records. Tracks lead source, insurance type, qualification status, and sales pipeline stages. Offline conversions sync back to Google Ads for algorithm optimization.
Automated SMS and email sequences trigger based on lead status. Handles outbound follow-ups, appointment reminders, re-engagement campaigns, and missed-contact recovery workflows.
Targets leads with HMO insurance that initially couldn't qualify. Educates about potential coverage changes or alternative qualification paths.
Reaches patients who recently became Medicare-eligible (turned 65). Time-sensitive messaging about new benefits and CGM coverage.
Re-engagement campaign for leads that never responded to initial outreach. Multi-touch sequence via email and SMS to revive dormant leads.
Patients who actively declined the CGM. Softer messaging focuses on education about the benefits and zero-cost nature of the device under their plan.
Leads with incorrect date of birth data that prevented insurance verification. Campaign asks patients to resubmit correct information.
Seasonal promotional campaign sent to the broader prospect list. Currently pending approval for next send.
Each email segment is mirrored as a Meta Ads campaign. When CRM identifies a batch of "No Contact" leads, that list gets uploaded to Meta as a custom audience — then targeted with ads alongside the email/SMS sequence. This creates a multi-channel surround-sound effect where patients see the message in their inbox, text messages, AND social media feeds simultaneously.
Patient sees a Google Search ad for "free CGM for diabetics" or a Meta ad in their Facebook/Instagram feed. Google captures high-intent searchers already looking for CGMs. Meta creates demand by targeting known patient segments and lookalike audiences.
Patient clicks through to stjosephmedicalcorp.com. The lead form captures: full name, date of birth, phone number, email, insurance type, and whether they use insulin. The form submission fires multiple conversion events: Google Ads pixel, GA4 custom events, and Meta pixel simultaneously.
Lead arrives in Zoho CRM automatically. Initial automated checks flag obvious disqualifiers: non-insulin users, ineligible states, or bad date of birth data. The "Zoho CRM Leads/Contacts" offline conversion fires back to Google Ads, confirming the lead reached CRM.
GoHighLevel workflows trigger based on lead status. New leads get a welcome SMS and email. Non-responsive leads enter drip sequences. Disqualified leads get segment-specific re-engagement campaigns (HMO, Bad DOB, etc.). Meanwhile, corresponding Meta Ads campaigns target the same patient segments in their social feeds.
STJ staff calls the patient to verify insulin dependency, confirm insurance details, and collect any missing documents. Successfully verified leads trigger the "Zoho CRM Lead Qualification" offline conversion back to Google Ads, teaching the algorithm what a quality lead looks like.
Patient is approved and a Dexcom G7 or FreeStyle Libre 3 CGM device ships to their door. The "Zoho CRM Sales" offline conversion fires — the final signal that completes the attribution loop. Google Ads now knows which clicks led to actual device shipments, continuously improving targeting.
Primary ad account running all active campaigns. PMax General is the workhorse. Search campaign covers branded device queries (Dexcom G7, FreeStyle Libre 3) and general CGM keywords.
Original account with all campaigns now paused. Includes historical data from previous campaign structures: Blood Glucose Search, Brand Focus Texas/Ocala, Dexcom Performance, and Sock Promo campaigns.
Runs all active Meta/Instagram campaigns. Houses the segment-based campaign architecture with custom audience uploads from Zoho CRM, lookalike audiences, and Advantage+ suggestion campaigns.
Zoho CRM handles lead management, insurance verification, and pipeline tracking. GoHighLevel (location: maKHOwWvraFYAN3bqlsh) manages automated email/SMS sequences and multi-channel patient communication.
What makes this system powerful is the feedback loop. Every stage of the patient journey sends a signal back to the ad platforms. When Google Ads sees that a specific type of click eventually led to a device shipment (via Zoho CRM Sales offline conversion), it learns to find more patients like that one. This is not just lead generation — it is a self-improving patient acquisition engine.