Medstyle
Medical retail, where the margin is in the follow-up.
The business
Medical retail and aesthetics in the UAE, a category where the first purchase rarely pays for the acquisition, and everything depends on whether the customer comes back.
The brief
Leads were arriving and disappearing. The gap was not in the ads, it was in what happened in the twenty minutes after someone enquired.
What was in the way
- Leads were arriving and disappearing. The gap was not in the advertising, it was in the twenty minutes after someone enquired.
- In medical retail and aesthetics the first purchase rarely covers the cost of acquiring the customer; everything depends on the second one.
- All traffic was being routed to the homepage regardless of which offer the ad had promised.
- Repeat purchase was invisible in reporting, so campaigns that looked unprofitable were being cut and profitable ones kept.
What I did
Rebuilt paid social around offer-specific pages
Every campaign was pointed at a page that answered the exact promise in the ad, instead of dropping everyone on a homepage that answers nothing in particular.
Introduced lead routing and qualification
Enquiries reached a human quickly, and the right human, the single largest lever in a category where the buyer is comparing three clinics at once.
Made repeat purchase visible
Tracking was extended past the first transaction, which changed which campaigns actually looked profitable and reversed several budget decisions.
Set a response-time standard
A first-response target the team is held to, because in aesthetics the clinic that replies first usually wins the booking.
What changed
Delivered as part of the UAE client portfolio.
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