Whistler Medical Aesthetics is an aesthetics clinic located in Whistler, BC. Their mission is to help people feel their best as well as look their best.
The aesthetics industry often suffers from the “sea of sameness.” Whistler Medical Aesthetics disagrees with the status quo of the Hollywood, exaggerated, “fake” look. Instead, they strive to destigmatize the industry by providing holistic, top-of-the-class services. They aim to do so in the most natural and less-intrusive way possible because they want their clients to look and feel great, glowing from inside out.
The advertising objective was to capture the right audience’s attention and convert them into customers by booking a consultation.
Injecting a New Strategy
In the aesthetics industry, advertising is highly-regulated and needs to be tuned with finesse, much like injections in one’s face. Whistler Medical Aesthetics couldn’t afford to have any off-brand advertising.
Their original marketing strategy included running some simple Facebook Ads and investing in traditional advertising (in their case, magazine and radio ads), which is costly. They found that their Traditional Advertising partners struggled to portray their brand accurately and convey their passion and commitment as a business. This translated into impressions in the local populace but low conversion rates.
Whistler Medical Aesthetics needed a customized digital advertising strategy to granularly target the right people who understand who they are, what they do as a business, and show a desire for their services.
The War Room team needed to generate a bit of brand awareness, hyper-target the right audience, and drive conversions for Whistler Medical Aesthetics.
Nip & Tuck
Whistler Medical Aesthetics took a leap of faith. They deactivated all of their other advertising streams to test the direct impact War Room’s campaigns would drive.
We worked with the Whistler team and our design partner, Hangar 18, to craft the right language, imagery, and landing pages to convey their brand image and voice properly.
We needed to establish Whistler Medical’s digital presence by placing their brand in front of people who share values but haven’t heard of them.
The strategy included the execution of Display Ads, retargeting ads, Facebook Ads (Display and Lead Forms), and Search Ads. We broke up the ad topics into targeted service categories, like Coolsculpting, laser hair removal, and medical aesthetic services. The collection of audience behavioral data throughout the campaign allowed us to adjust for audiences with higher purchase intent. Some optimizations we made include age range, geographic location, budget reallocation to the best-performing audience, devices, and more.
Brow Lifts & Revenue Lifts
Whistler Medical Aesthetic was pleased to find that the type of people who have converted due to the ads was precisely the type of people they were looking to connect with.
The most notable results?
Because Whistler Medical Aesthetics chose to put all their eggs in the War Room basket, they could attribute all the results directly to our campaigns.
By eliminating previous ad formats, such as radio and print, Whistler Medical Aesthetics is now spending 50% less than before but with 25% more return. Removing areas of ad spend that wasn’t driving return meant they could better invest their dollars more effectively!
Conversion Rates Best-in-Class
We exceed the industry average conversion rate; Google Search Ad conversion rates were 4.64% (VS Health+Medical industry has an average of 3.36%)
Website Traffic Growth
Within the first month of the campaign going live, we saw an increase of over 60% in online traffic to their website. 30% of this was from Paid Ads. This means brand awareness lead to an increase in organic traffic.
Gross Income Growth
Two months into the campaign, the client had already observed a hike in campaign performance: there was a Gross Income increase of 66%
After seeing a 66% increase in Gross Income in the second month, the momentum continued to build. There is a 25-30% increase in revenue Month Over Month (MOM).
“I initially spoke to Mike, the CEO of War Room, and he alleviated all of my concerns about working with a professional agency. The briefings were positive and realistic, this was a long-term project, that needed commitment from us and I was happy to work with them. The Account Managers are amazing. Above all else, they listen.
We have a fairly unique business structure, and it took some time to get there, as COVID-19 caused delays, but we saw massive returns in Month 1 of going live. And not just returns, we saw a significant uptake in the right people that we wanted to come to our business. I am excited about the year ahead. I highly recommend War Room.”
Dr. Sarah Kennea
Founder & Medical Director, Whistler Medical Aesthetics