What You Will Learn
✅ How Brawijaya Hospital turned WhatsApp into a 5x ROAS conversion channel for Google and Meta ad spend, up from 3x before the shift.
✅ How a 24/7 contact center handles 100+ WhatsApp leads per day with consistent response quality, full coverage of peak-hour demand, and zero leads falling through the cracks.
✅ How Brawijaya Hospital’s website integration with Qiscus achieves a 45% traffic-to-WhatsApp conversion rate.
✅ How a 3 division model, Digital Marketing + Contact Center + CRM, built end-to-end conversion tracking from ad click to treatment revenue.
About Brawijaya Hospital
Brawijaya Hospital is one of Indonesia’s most digitally aggressive private hospitals, with a patient acquisition model built on Google Ads and Meta Ads. That thesis only works if WhatsApp can actually carry the load. Standard WhatsApp Business couldn’t. Brawijaya Hospital needed a system that could absorb hundreds of daily inquiries across multiple units, route them intelligently, and convert them into appointments at the speed paid traffic demands.
Challenges Brawijaya Hospital Faced
Before Qiscus, Brawijaya Hospital’s digital acquisition engine had a clear bottleneck: the ads worked, but the conversion layer underneath couldn’t scale.
- WhatsApp Business Couldn’t Handle Paid Traffic Volume.
Running Google and Meta ads pushed message volume well past what standard WhatsApp Business could absorb. The risk of account bans was constant, and there was no way to route inquiries across multiple units from a single official number.
- No Multi-Agent, Multi-Unit Routing.
Brawijaya Hospital’s operational scale demanded a communication solution that could not only handle high volume, but stay flexible enough to route conversations across the hospital’s full unit and doctor structure. Standard solutions on the market generally weren’t built to handle that combination.
- ROAS Stuck at 3x Despite Strong Traffic.
With CRM staff handling WhatsApp alongside their regular billing and follow-up duties, response quality was inconsistent. ROAS only reached 3x, even though the traffic quality could have driven much higher returns.
- No Visibility From Ad Click to Treatment.
Marketing could measure clicks and CRM could measure visits, but the full journey from ad to appointment to revenue remained invisible. Budget allocation decisions were made on incomplete data.
What Brawijaya Hospital Aimed to Achieve
1. Make WhatsApp the Production Grade Conversion Layer for Paid Ads
Build a WhatsApp setup that could absorb full ad traffic volume without account risk, without manual routing, and without dropping high-intent leads at peak hours.
2. Route Across 6 Units From a Single Official Number
One WhatsApp identity, dozens of campaigns running in parallel, every lead landing with the right unit agent automatically, based on the campaign keyword they came in on.
3. Convert at the Pace of Paid Traffic
Move from “respond when we can” to “respond inside the high intent window.” Cover the 7 PM peak. Treat every inbound WA as a paid lead that already costs money, because it did.
4. Build a Closed Loop Conversion Funnel
Track revenue all the way back to the original Google or Meta ad click. Give management the clarity to allocate marketing budget on evidence, not instinct.
5. Position Agents to Close Appointments, Not Just Respond to Messages
Treat WhatsApp agents as part of the sales funnel, incentivized, trained on product knowledge, and accountable for chat-to-appointment conversion, not a passive inbox.
Solutions Implemented
Brawijaya Hospital partnered with Qiscus to redesign WhatsApp as a digital marketing optimization layer, not a generic contact channel. The implementation treats every inbound conversation as a paid lead with a measurable ROAS attached to it.
- WhatsApp Business API: One Official Number, Six Units, Zero Ban Risk.
The WhatsApp Business API through Qiscus replaced standard WA Business, giving Brawijaya Hospital a single official number that can absorb hundreds of daily inquiries across all 6 hospital units without account suspension risk. This is the foundation that made everything else possible.
- Website Integration with Qiscus.
Easy integration is one of the Qiscus advantages Brawijaya Hospital has felt firsthand. Conversations come in with full context, without a complicated setup, and traffic-to-WhatsApp chat conversion now sits at 45%.
- WhatsApp Flow: Button-Based Selection, No Free Text Required.
Once inside the chat, patient interaction uses WhatsApp Flow, tap-based button selection instead of free text input. Patients don’t have to type codes, remember keywords, or navigate menus. They tap, the bot responds, and the conversation moves forward in a way every patient can complete, regardless of digital literacy.
- Bot Routing: Reliable Automation.
Qiscus’s automation capability helps us direct every incoming conversation accurately, without manual screening.
- Assign Agent: Smart Distribution to the Right Specialist.
One of Qiscus’s strengths is its ability to distribute conversations automatically and evenly across the contact center team. Agents receive each chat complete with the context they need, so handling is faster and more consistent.
- Multi-Agent Workspace for the 24/7 Contact Center.
Qiscus’s multi-agent workspace is what allows the 24-hour outsourced contact center to operate at scale across all 6 units from inside a single interface. Every routed conversation arrives with the full context, Assign Agent attached, agents can pick up where Bot Routing left off, and the workspace is built to handle the peak hour volume the hospital’s paid traffic generates.
- Cross-Team Visibility Across Digital Marketing, Contact Center, and CRM.
Qiscus acts as the connective tissue between three teams that each own a different slice of the funnel: Digital Marketing (ads and website), the 24/7 Contact Center (WhatsApp conversion), and CRM (appointment confirmation, follow-up visits, billing). Each team operates with its own KPIs but works off a shared conversation layer, so a lead generated by Digital Marketing, qualified by Contact Center, and converted into a treatment by CRM stays visible across all three.
- Open API Architecture for Client-Owned Conversion Tracking.
Having open APIs available was one of the main reasons we chose Qiscus. With open infrastructure, Brawijaya Hospital has the flexibility to build our own measurement system tailored to our business needs, something hard to get from a packaged, one-size-fits-all solution.
How Brawijaya Hospital Leverages the Solution Across the Patient Journey
The journey starts when a patient searches for the health information they need and finds Brawijaya Hospital. Once they decide to connect, the entire process happens in a single, continuous WhatsApp conversation, patients don’t have to repeat themselves, and the interaction feels simple from start to finish. Our contact center team, available 24 hours a day, receives each conversation complete with context, so they can follow through all the way to appointment booking, often on the same day. Once an appointment is confirmed, integration with our internal systems keeps patient handling organized and tracked.
| Before | After | |
|---|---|---|
| WhatsApp infrastructure | Standard WA Business, ban risk | WhatsApp Business API, one number, 6 units |
| Lead routing | Manual or per unit numbers | Bot Routing, automated and unit-matched |
| Patient input UX | Free text, manual code entry | WhatsApp Flow, tap-based button selection |
| Agent assignment | First available, shared queue | Assign Agent, unit matched, and load balanced |
| Coverage | CRM team in business hours | 24/7 dedicated contact center |
| Agent role | Split between triage and conversion | Fully focused on qualification and conversion |
| ROAS | 3x | 5x |
| WA leads per day | 15 to 20 | 100+ across all units |
| Conversion tracking | Click and visit measured separately | End-to-end: ad click to treatment revenue |
Measurable Impact at Scale of Using Qiscus
1. Increased Ad Spend Efficiency
After shifting to a 24/7 WhatsApp setup built on Qiscus, our ad spend efficiency improved meaningfully and has stayed consistently above the internal targets we set.
2. 70% Growth in WhatsApp Lead Volume
Inbound WhatsApp leads grew by 70% vs the pre-Qiscus baseline, driven by the combination of higher ad investment and a conversion layer that could finally absorb the volume.
3. 100+ WhatsApp Leads Per Day Across 6 Units
Daily WhatsApp inquiries grew from 15 to 20 up to over 100 per day, all flowing through a single official number and routed to the correct unit agent automatically.
4. 10 to 20 New Appointments Per Day From WhatsApp Alone
The contact center now converts WhatsApp inquiries into 10 to 20 confirmed appointments per day, a 10% to 15% chat to appointment conversion rate against a 10% internal floor.
5. 45% Traffic to WhatsApp Conversion Rate
Digital traffic converts into WhatsApp conversations at 45%
6. Significant Growth in New Patient Acquisition
Over roughly four months of collaboration, Brawijaya Hospital recorded meaningful growth in new patients, proof that the acquisition funnel is genuinely expanding reach, not just re-engaging the hospital’s existing patient base.
What Brawijaya Hospital Said
“Qiscus turned out to be the solution we’d been looking for all along. Support from Dhecky as our PIC was a huge help, not just on the product side, but in how well he understood healthcare marketing, so the solutions he recommended genuinely fit Brawijaya’s needs. Once we shifted to a 24/7 WhatsApp setup, we felt the impact right away in our ad spend efficiency, and we’re confident it’s not going to stop there. The clarity we now have in our data has changed how management allocates the marketing budget.”
Hafiz Sm Suardi, Brawijaya Hospital
Your Ad Spend Is Only as Strong as Your Conversion Layer. How’s Yours Holding Up?
Brawijaya Hospital’s results come from a clear premise: paid traffic is only as valuable as the WhatsApp layer that converts it. The ad budget doesn’t change. The creative doesn’t change. The conversion infrastructure does, and ROAS moves from 3x to 5x.
If your organization is investing in Google and Meta ads but losing leads to slow response, fragmented routing, or limited after-hours coverage, the approach is replicable. Qiscus partners with hospitals and healthcare organizations across Indonesia to turn WhatsApp into a measurable, full-funnel acquisition channel.
Ready to build your success story? Talk to our team at qiscus.com
