From Clinical Education to Patient-Centred Fertility Storytelling
A three-month evidence-led case study showing how Totem used doctor-led education, problem-first health content, patient-centred storytelling and selective paid promotion to expand discovery for Virk Fertility in Kurukshetra.
Reach grew, content evolved and the conversion gap became measurable
645K+
Reported views
Sum of the June, July and August calendar/reporting-period view figures: 134,410 + 261,841 + 249,411.
171,705
Unique viewers in August
August sustained broad discovery beyond the existing follower base.
96–98%
Non-follower exposure
96.2% in June and 98.1% in both July and August reporting.
75K
Top August reel
A miscarriage-awareness reel was the strongest reported August content.
4
Reported Instagram leads in June
Reported on ₹3,000 June ad spend; this is a June-specific result, not a three-month lead total.
2,469
July profile visits
Strong interest at profile level, but zero recorded bio-link taps exposed a conversion-path problem.
Measurement note: views, viewers, profile visits, followers and leads are different funnel stages. The case study does not combine them or represent them as patients or appointments.
Three months, three increasingly useful creative signals
Doctor expertise and patient journeys created attention
June reported 134,410 views and 90,828 accounts reached. The strongest pieces included a Dr Simran Virk doctor-talk reel at 63K views, a patient-journey reel at 56K and an infertility-awareness reel at 48K. The month also recorded four Instagram leads on ₹3,000 reported spend.
Problem-first fertility education became the repeatable hook
July rose to 261,841 reported views and 2,469 profile visits. Uterine-fibroid awareness reached 63K views and a hormonal-imbalance/fertility-anatomy explainer reached 56K. The reporting identified a clear pattern: relatable health problems followed by useful medical explanation performed strongly.
Emotionally honest patient-centred storytelling became the strongest signal
August recorded 249,411 views and 171,705 unique viewers. A miscarriage-awareness reel led at 75K views and +6 new followers, followed by a doctor-consultation reel at 56K and newborn/baby content at 51K.
Virk repeatedly reached people beyond its follower base
Discovery
Non-follower exposure remained extremely high across the reports: 96.2% in June and 98.1% in July and August. This is evidence of discovery beyond the existing audience—not evidence of appointments.
Regional audience signal
July audience-location reporting identified Thanesar at 10.4%, Pehowa at 5.7%, Karnal at 3.7% and Babain at 3.4%, giving the campaign a measurable local/regional context around Kurukshetra.
Visibility alone was not enough
What worked
Reels repeatedly outperformed static formats, while doctor-led education, problem-first health hooks and sensitive patient-centred storytelling emerged as the strongest creative directions.
What needed improvement
July produced 2,469 profile visits but zero recorded bio-link taps and zero address taps. The next optimisation problem was therefore not simply “more reach”; it was creating a private, low-friction path from interest to enquiry.
Totem principle: Visibility → Intent → Enquiry → Qualified Lead → Appointment → Business outcome. A campaign should be measured according to the stage the available data can actually verify.
A fertility marketing system needs content and conversion architecture
Doctor-led authority
Clinical expertise translated into short-form educational content people could understand.
Problem-first education
Health concerns such as fibroids and hormonal imbalance created relevant entry points into fertility education.
Patient-centred storytelling
Emotionally honest fertility experiences produced the strongest August content signal.
Selective paid amplification
June and July reports documented ₹3,000 monthly Meta promotion, while results were kept separate from organic and profile metrics.
Local audience context
Audience-location data helped evaluate whether discovery was relevant to the clinic's regional market.
Conversion diagnosis
Profile traffic without link movement identified where the next optimisation work was needed.
How to read the numbers
Data sources
This case study is based on Totem's Virk Fertility Instagram performance reports for June, July and August 2026. Metrics are reported according to the platform/reporting windows shown in those source reports.
Important limitations
The reports do not provide a verified three-month appointment or patient total. Four Instagram leads are specifically reported for June. July and August reach or profile metrics are not presented as leads, appointments or patients.
The work sits inside a broader healthcare growth system
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