Carexis: From Clicks to Conversions in Health Care—Decoding the Digital Marketing Analytics

Mayank Kumar, Rajesh Chandwani

Product #:W44294

Supplier:IIM-Bangalore/Ivey

Discipline:Information Systems, Marketing

Setting:India, 2024

Details:Case (PDF) • 5 pages • 2026-05-14

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On the morning of November 27, 2024, in Ahmedabad, India, Dr. Bhavikbhai Patel completed his hospital rounds and settled into his office, but his thoughts were elsewhere. The contract with Carexis’s digital marketing vendor, the Insight Foundry, was nearing its end, and he needed to determine next steps. As a doctor, he was used to relying on data to make informed choices—but when it came to digital marketing, the numbers weren’t as clear.

Had their marketing efforts truly made an impact? Were the results good enough to justify renewal, or was it time to explore new options? He needed to analyze the data, because without clear performance insights, making the right choice felt like a shot in the dark.

Learning Objectives

This case is well-suited for students and professionals across various academic and professional domains, and it is particularly relevant for undergraduate, master of business administration (MBA), and executive programs. The case can be used for MBA students specializing in business strategy, digital transformation, entrepreneurship, and marketing. Moreover, it can be used for students in business analytics, digital marketing, or marketing analytics, as well as for students exploring digital marketing as a potential career path. Given its health care context, the case can further benefit health care professionals, hospital administrators, and senior executives seeking to understand how data-driven digital strategies can support business growth. A basic understanding of digital marketing concepts and digital marketing channels is recommended for participants.

In working on this case study, participants should accomplish the following:

Understand the key components and challenges in designing and implementing a digital marketing strategy.
Learn various digital marketing metrics and their roles in performance measurement, decision-making, and strategic optimization.
Evaluate and analyze the trade-offs and decision-making processes involved in channel selection and budget allocation to maximize the digital marketing return on investment.