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Case report

How Morela Increased Premium Procedure Uptake by 74% While Total Volume Stayed Flat

A clinic director reviewing performance on a laptop.

Results at a glance

  • +74%

    premium laser procedure uptake in one year

  • 41%

    premium procedure share while total laser volume stayed flat

  • +20%

    private patient revenue over the same period

  • +11%

    EBIT margin in two years, from 16.6% to 27.9%

  • 40k+

    contacts in the clinic's patient relationship database

The first four months of each year are compared. Figures come from Morela Okulisti's internal financial and operational records and are verifiable on request.

The clinic and the disclosure

Morela Okulisti is a private ophthalmology clinic in Ljubljana, Slovenia, specialising in refractive and cataract surgery. It is also the clinic of Carely’s founders and the place where Carely was built.

This is not an independent customer case. The relationship is why Morela can publish procedure mix, revenue and margin figures that an external customer would rarely disclose. Every number can be checked against the clinic’s records.

The problem was in the relationship history

Morela’s patient relationship was split across several systems. The website held browsing and inquiry data. The EHR held appointments and the clinical record. Communication tools held messages sent before and after treatment.

No shared history connected these interactions. The clinic could not consistently link marketing activity to completed treatment or give every patient the clinician’s explanation when a treatment choice became relevant.

What changed with Carely

Carely created one longitudinal record of every relevant interaction with each person. Website activity, inquiries, relevant EHR events and communication all added to the same relationship history. The full clinical record remained in the EHR.

  1. Each inquiry stayed connected to its source and next steps. The clinic could follow the journey from the first website interaction to completed treatment.
  2. Clinical guidance reached patients at decision moments. Patients received explanations of the options relevant to them and what each option meant.
  3. The relationship continued after treatment. Follow-up communication and future needs remained connected to the same history.

No additional advertising spend was required for these changes. The clinic used the interactions it already had more effectively.

What the records show

Premium SMILE procedures grew 74% in one year while total laser volume remained flat. Their share of laser procedures rose from 23% to 41%. Private patient revenue grew 20% over the same period. EBIT margin increased from 16.6% to 27.9% across two years.

At the same time, the clinic’s longitudinal database grew beyond 40,000 contacts. Each new interaction added more context for personal communication and future measurement.

How to interpret the results

Carely was not the only factor. Surgeons, reputation, pricing and other operational decisions also contributed. A comparison inside one clinic cannot isolate the effect of one system.

The records support a narrower conclusion. Morela connected its patient relationship data, used that history to guide communication and measured material changes in procedure mix, revenue and margin during the same period. This report shows contribution, not sole causation. It does not predict the results another provider will achieve.

Start with the provider’s own baseline

The free audit maps where patient interactions sit today and identifies one journey to improve first. Success measures are agreed for that use case and tracked against the provider’s own baseline.

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Developed in clinical practice · Hosted in the EU on AWS.

FAQ

Common questions, answered directly.

What is Carely’s engagement platform?

Carely combines an AI-powered patient engagement platform with forward-deployed engineering. Our team connects your systems, builds personalised patient journeys and improves marketing performance with you, from first inquiry through treatment and ongoing relationships.

How is Carely different from a CRM?

Carely builds a patient relationship history across your EHR, website and communication tools. Our engineers connect these systems and establish the journeys, approvals and measurement needed to use it.

How does AI help?

AI agents analyse patient signals, propose personalisation and draft content. They assess marketing and lead acquisition, then recommend improvements for your team to review and approve.

Which healthcare providers can benefit from Carely?

Hospitals, healthcare networks and longevity clinics where patients need guidance before treatment, support between visits and ongoing engagement across teams, locations or programmes.

Where is patient data hosted?

In the EU, on AWS. Your organisation remains the data controller, with Carely acting as processor under a data processing agreement. The full clinical record stays in your EHR.

Have another question? Contact our team