How EmoryDay Helped SoftWave Increase Qualified Provider Leads by More Than 10x with an Interactive Qualification Funnel
By EmoryDay
July 2, 2026
4 Minute Read
SoftWave is a medical technology company providing shockwave therapy systems to healthcare providers across multiple specialties, including chiropractic, physical therapy, sports medicine, orthopedics, regenerative medicine, podiatry, urology, and pain management.
Challenge:
SoftWave relies heavily on digital advertising to generate interest from healthcare providers interested in adding SoftWave technology to their practices. However, the company's traditional landing page created a significant challenge: many leads were patients looking for treatment rather than providers interested in purchasing or implementing SoftWave.
During a three-month period, approximately 25% of all leads generated were patients. This created inefficiencies for the sales team, reduced lead quality, and introduced noise into Meta's optimization process. Because both patients and providers were being counted as conversions, Meta's algorithm had difficulty identifying and prioritizing the audience SoftWave actually wanted to reach.
SoftWave needed a way to improve lead quality without sacrificing lead volume.
Solution:
EmoryDay redesigned the conversion process by replacing the traditional landing page with an interactive qualification funnel.
Rather than immediately presenting a standard lead form, the new experience guided visitors through a series of questions designed to educate prospects, identify their role, and determine whether they were a healthcare provider or a patient seeking treatment.
This approach delivered two important benefits.
First, it filtered patient inquiries out of the provider acquisition process, ensuring that SoftWave's sales team spent more time speaking with qualified healthcare providers.
Second, it dramatically improved the quality of the conversion data being sent back to Meta. With cleaner conversion signals, Meta could better identify the characteristics of qualified provider prospects and optimize campaign delivery toward similar audiences.
The result was a feedback loop that continuously improved targeting, lead quality, and campaign efficiency.
Smarter Lead Qualification
How an interactive qualification funnel transformed lead quality and reduced acquisition costs.
Results
The impact of the interactive qualification funnel was significant.
In the three months prior to implementation, SoftWave generated 87 provider leads and received 29 patient inquiries that were not qualified sales opportunities.
Following implementation of the interactive qualification funnel, SoftWave generated 500 qualified provider leads over the next four months.
At the same time:
- Qualified provider lead volume increased by more than 10x.
- Cost per lead decreased by approximately 70%.
- Patient inquiries were virtually eliminated from the provider sales process.
- Meta received cleaner conversion data, improving algorithm optimization and audience targeting.
Most importantly, SoftWave was no longer paying to generate leads that could never become customers. By ensuring that conversions represented actual provider prospects, EmoryDay helped SoftWave build a more scalable provider acquisition system while improving lead quality, campaign efficiency, and sales team productivity.
This project demonstrates how improving conversion quality, rather than simply increasing traffic, can dramatically improve advertising performance and business outcomes.
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