How Thundr Digital turned a Tonic Surgery pipeline that was two-thirds dead-ends into one where five in six leads were worth the sales team’s time.
Bad, uninterested or uncontactable leads dropped sharply when comparing the previous agency period with Thundr’s like-for-like period.
The sales team had a much cleaner pipeline, with a far higher share of leads worth contacting.
The proportion of pipeline waste fell significantly, reducing time spent chasing dead-end enquiries.
Lead quality was assessed using sales-team statuses in HubSpot, not agency-side assumptions.
Tonic Surgery did not need a pipeline inflated with low-quality leads. The priority was to help the sales team spend less time chasing dead ends and more time speaking to people who were genuinely worth contacting.
Tonic Surgery is a UK weight-loss and bariatric surgery provider supporting people considering procedures such as gastric sleeve, gastric bypass and other specialist weight-loss treatments.
As a high-consideration healthcare provider, lead quality matters. The sales team needs a pipeline that prioritises serious, contactable and better-qualified enquiries, rather than wasting time on people who are not interested or cannot be reached.
This case study focuses on pipeline quality and sales-team efficiency, not lead volume, revenue or sales outcomes.
In the previous agency’s final like-for-like period, the pipeline was dominated by bad, uninterested or uncontactable leads.
Under Thundr, the balance shifted towards usable leads, giving the sales team a cleaner and more efficient pipeline to work through.
Tonic Surgery’s pipeline was drowning in bad, uninterested and uncontactable leads. This meant the sales team was spending too much time on people who were never likely to progress.
The priority was quality over volume: reduce wasted calls, improve lead qualification and make the pipeline easier for the sales team to trust, manage and prioritise.
We tightened the media strategy, removed channels creating poor-quality demand, improved nurture activity and worked with the sales team so lead quality could be seen clearly in HubSpot.
Restructured Google Ads into focused procedure- and location-based campaigns to improve relevance and search intent.
Rebuilt and restructured the Meta account, where much of the poor-quality demand had been originating.
Cut TikTok ads entirely due to poor lead quality and weight-loss-surgery ad-policy risk.
Reworked the nurture workflow to re-engage, educate and qualify leads before further sales-team time was spent.
Supported ongoing content to build trust and reach.
Improved organic visibility for relevant weight-loss and procedure searches.
Worked with the client’s sales team to define a bad lead and fix HubSpot tagging so quality was finally visible.
The pipeline became cleaner and easier for the sales team to work through. Instead of spending large amounts of time on bad, uninterested or uncontactable leads, the team had a higher-quality lead pool to prioritise.
For a high-consideration healthcare provider, lead quality is critical. A cleaner pipeline helps protect sales-team time, improves follow-up focus and makes marketing performance easier to judge honestly.
The chart below illustrates the shift from a pipeline where around one-third of leads were usable to one where around five in six were worth contacting.
Illustrative representation only, not exact monthly data.
Based on lead statuses assigned by Tonic’s own sales team in HubSpot. “Bad lead” is defined as leads tagged bad, uninterested or uncontactable. Before period: September–October 2024 under the previous agency. After period: February–March 2025. Later periods exclude duplicate resubmissions. This case study reflects an improvement in lead quality and pipeline efficiency; figures are expressed as percentages of total leads. Performance varies by season, market demand and other factors.
If your sales team is wasting time on low-quality leads, Thundr can help you identify what is holding the pipeline back and build a lead generation strategy around quality.
Book a discovery callFigures are expressed as percentages of total leads. This case study reflects lead quality and pipeline efficiency only, not conversion volume, sales or revenue performance.