Case study released: Marketing Mix Modeling (MMM) using Claude; medical staff implements what was once difficult for large enterprises.

Hakari Corp. (Headquarters: Chuo-ku, Tokyo / Representative: Takashi Ogawa), a company specializing in marketing analytics, has released a case study of Adachi Keiyu Orthopedic Surgery, which established a new marketing department over an 18-month project, using the generative AI 'Claude' for Marketing Mix Modeling (MMM).

Hakari achieved an environment where even SMEs can manage MMM in-house by using Claude to reduce man-hours by 70–90%, a task previously difficult even for large advertisers with budgets ranging from hundreds of millions to billions of yen annually.

Furthermore, the company is now accepting entries for a free pilot analysis (limited to the first 10 companies, until the end of June 2026) targeting SMEs that have previously foregone MMM due to implementation hurdles.

Background: MMM was long the 'prerogative of large corporations'

MMM is a scientific approach that considers multiple marketing strategies and external factors simultaneously to quantify the contribution of each strategy to sales and acquisitions in terms of monetary value, CPA, and ROI. Because it allows for the parallel evaluation of 'awareness strategies' such as TV commercials, social media, flyers, and audio media, it enables investment decisions based on data rather than intuition or subjective opinions. Traditionally, however, it was limited to brands with abundant budgets due to the high difficulty of analysis and expensive outsourcing costs.

Hakari handles budget optimization of up to approximately 20 billion yen per year for clients, while its own lead generation budget is less than 5 million yen annually. They have demonstrated that even with such a small budget, MMM can uncover opportunities for growth. With Claude, they have achieved unprecedented speed and ease of use, creating an environment where SMEs can run MMM in-house, which is why they are introducing this.

Case Study: Medical staff quantifies new acquisition CPA with Claude MMM

Adachi Keiyu Orthopedic Surgery in Adachi-ku, Tokyo, sought to launch a marketing organization premised on MMM. Over an 18-month project, following MMM and promotion testing, a team of three staff members who also serve as medical personnel implemented MMM using the analysis system developed by Hakari with Claude. They successfully visualized the total new acquisition CPA (initial visit CPA), including patients who arrive directly without online booking.

Initial Visit CPA (Online + Offline) - Medical column: 5,882 yen - YouTube (organic): 11,517 yen - Google PMAX (PC): 15,013 yen - TikTok (organic): 15,999 yen - Instagram (organic): 16,409 yen - Google PMAX (smartphone ads): 18,406 yen - Flyer (posting): 36,087 yen - YouTube video ads: 57,937 yen

The clinic has established a system where they can judge for themselves which strategies to invest in based on reliable indicators from MMM.

[For SMEs] Claude MMM Pilot Analysis (Free for 10 companies) Recruitment

- Recruitment title: Claude MMM pilot analysis free entry (10 companies) - Capacity: First 10 companies - Recruitment period: Until the end of June 2026 - Cost: Free until the first pilot analysis - Eligible companies: Business companies with fewer than 100 employees or annual sales under 1 billion yen (excluding companies with marketing budgets of 500 million yen or more) - Prerequisites: Concrete consideration of an in-house enablement support contract for the Claude MMM engine.