Led the Clinic to Market Leadership with a Comprehensive Approach in One Year

Key Takeaways from the Case

In May 2022, our team assisted a client in opening their second hair transplant clinic. Our objective was to establish the clinic as an industry leader, and we opted for a comprehensive strategy to achieve results as quickly as possible.

The Situation at the Start of Our Work

  • The clinic entered the hair transplant market starting from scratch, with the first average rating on a key review site at 4.4.
  • The medical-themed website was built on Tilda, was one year old, and averaged 6,000 visitors per month from search engines.
  • The site was not ranking on Google and was losing a significant portion of its audience.
  • The clinic had no presence on social media.
  • The share of traffic from paid advertising for key queries was only 5%.

Objectives We Set Across Various Areas

  • Enhance the clinic’s reputation to the maximum value (5.0) on Yandex Maps and Google Maps to create a positive image that would drive customer growth.
  • Increase traffic and the number of leads from search engines.
  • Broaden reach through social media to spread that hair transplant is a procedure that delivers real results.
  • Boost the share of traffic from advertising, increase the number of leads, and simultaneously reduce the cost per click.

Results

  • Improved reputation to its maximum value (5.0).
  • Received an award from one of the leading geo services in Russia.
  • Search engine traffic increased by 375%.
  • Leads grew by 133.33%.
  • Opened new promotion channels.
  • The share of traffic rose from 5% to 62%.
  • Clicks increased by 234%, while the cost per click decreased by 37%.

In less than a year, the clinic became a market leader and increase their revenue by 1.45 times.

How the Project Changed Users’ Lives

  • Through our comprehensive efforts in advertising and SEO, clients found it easier to locate the services that meet their needs.
  • The option to choose a convenient platform for leaving reviews and the quick response to feedback motivated patients to share their opinions about the procedures they underwent.
  • With the help of SMM, we enhanced patients’ awareness of the services, positively impacting their trust in the clinic.
  • Thanks to our open and transparent approach, more patients are willing to leave reviews, participate in content shoots, and share their results.

Business Challenge and Its Solution

As the clinic was just entering the market, our objective was to increase traffic and build client trust while generating as many leads as possible.

Here’s what we did for each area:

Reputation

  1. Created a convenient and effective mechanism for gathering patient reviews.
  2. Developed an motivation system to encourage patients to leave reviews after consultations and following hair transplant procedures.
  3. Adjusted the handling of negative feedback and learned to minimize its impact.
  4. Automated client interaction processes through amoCRM.

SEO

  1. Enabled the website to be more scalable through migration.
  2. Increased the website’s speed.
  3. Accelerated the content publishing process while reducing its cost.
  4. Made the website more adaptable for SEO optimization.

SMM

  1. Developed content that helps clients find answers to the most challenging questions about hair transplants.
  2. Addressed a large portion of objections through direct interaction on social media, warming up clients prior to consultations.
  3. As most paid advertising channels were already maximized, we needed to expand our reach through social media—and we successfully did that.

Advertising

  1. Implemented systems for identifying traffic sources for inquiries.
  2. Organized goals for optimization and automated qualification of incoming leads.
  3. Enabled offline conversion tracking to enhance advertising efficiency.
  4. Established promotion strategies in collaboration with Yandex consultants.

Key Stages of Work

Reputation

  1. Creation of landing pages on key platforms for gathering reviews.
  2. Development of a client incentive strategy after consultations and procedures.
  3. Setup of automated email campaigns through amoCRM.
  4. Implementation of a negative review handling system through a separate CRM funnel.
  5. Prompt responses to reviews with personalized replies, along with the manager’s follow-up with clients after receiving positive feedback to discuss reward conditions.

SEO

  1. Migrating the website from Tilda to WordPress.
  2. Implementing Schema.org microdata (video, organization, articles, services, FAQ) at the template level for all site pages.
  3. Improving site speed through cleaner code compared to Tilda.
  4. Fixing errors in the robots.txt and sitemap.xml files that could not be edited in Tilda.
  5. Reducing the time and costs associated with updating and publishing SEO articles by working with page templates on WordPress.

SMM

  1. Establishing a YouTube channel for the clinic where clients can find answers to most of their questions and see the process from choosing a clinic to recovery after the transplant.
  2. Launching a Telegram channel for a patient who underwent a hair transplant and shared their monthly recovery journey.
  3. Registering the clinic’s channel on “Dzen”.

Advertising

  1. Setting up a traffic source identification system for inquiries.
  2. Creating optimization goals and automating the qualification of incoming leads.
  3. Reporting offline conversions for advertising optimization.
  4. Testing growth hypotheses and scaling up successful ones.

Results Achieved

Reputation

  1. The clinic’s average rating rose from 4.4 to 5.0.
  2. The volume of client inquiries increased significantly.
  3. Positive reviews enhanced the ranking of profiles on platforms and simplified the process of compiling reviews from other patients.
  4. A motivation and review filtering system for patients was implemented, resulting in an increase in positive feedback and enabling quick responses to negative comments.
  5. The clinic received an award from one of the largest geo services in Russia.

SEO

  1. Traffic from search engines skyrocketed by 375%.
  2. The number of leads increased by 133.33%.
  3. The count of leads ready to purchase doubled.

SMM

  1. The clinic’s YouTube channel in 2023: views reached 67,303; CTR was 5.3%; clicks totaled 347. From January 1, 2024, to October 31, 2024, views more than doubled to 149,306; CTR increased to 5.6%; clicks rose to 537.
  2. The patient’s Telegram channel: post reach hit up to 4,000 without any advertising spend.
  3. We launched Dzen for the clinic, achieving 133 views and 19 reads in the first month. As we progressed, the number of views surged by 143 times, reads by 84 times, and watch time by 52 times compared to the first month.

Advertising

  1. The share of traffic for key queries increased year-over-year from 5% to 62%.
  2. The cost per click in search was lower than the average for the competitor group, while the CTR from December to May 2024 was higher than the average for the group.
  3. We significantly reduced the CPC in the Display Network from April 2024, bringing it below the market average. Meanwhile, the CTR in networks showed impressive growth, exceeding competitors’ metrics.
  4. Competitors received up to 70% of their clicks from networks, while the clinic captured up to 89% of clicks from the Display Network.
  5. In search advertising, with a spend 111% higher, we achieved 234% more clicks at a click cost 37% lower than the market average.
  6. In the networks, with a spend 327% higher, the clinic garnered 740% more clicks at a click cost 49% lower compared to the average competitor.

In less than a year, we established the clinic as a market leader in both quantitative and qualitative metrics.

Thanks to our comprehensive approach, we helped the client increase their revenue by 1.45 times in 2023–2024.

Craftsmanship, Implementation, and Technical Details

SEO

The transition from Tilda to WordPress, due to the specifics of Tilda’s site builder, meant that we had to build and develop the website from scratch.

What we did:

  • Redesigned the semantic core and created a more effective content plan for SEO copywriting.
  • Migrated the client’s website from Tilda to WordPress.
  • Fixed usability issues in the new layout to improve behavioral factors.

After the CMS migration in March 2024, the percentage of monthly traffic growth on the website increased from +10–15% to +30–40% per month. Within just three months, the number of leads grew by 133.33%, and the number of high-quality (A) inquiries doubled.

Advertising

The foundation of our advertising success lay in leveraging machine learning technologies. Here are the important considerations:

1. Automatic Qualification of Incoming Leads

  • Leads were classified (A, B, or C) based on responses collected using Marquiz on the website and in the inquiry forms.
  • We meticulously worked out the logic of response combinations to determine qualifications based on three key parameters:
  • Client budget,
  • Need for the product,
  • Urgency of the purchase.
  • Responses were transmitted to dedicated fields in the CRM upon the creation of a lead after form completion or Marquiz submission.
  • With no-code integrations (Zapier, Albato), we set up workflows for each qualification (A, B, or C) based on data from lead fields. Filters were tailored according to responses considering all possible combinations.
  • When creating a lead with filled responses, the corresponding workflows activated, and the qualification fields in the CRM were automatically populated.

2. Setting Up Offline Conversion Tracking for Advertising Optimization

  • The click identifier was sent to a dedicated CRM field along with UTM parameters and ClientID.
  • We created goals for “Offline Conversions Based on CRM Data” for each qualification A, B, and C, as well as for key funnel stages or their aggregates. These goals helped optimize advertising campaigns.
  • Once the corresponding qualification was reached or a key funnel stage was achieved, the offline conversion was sent back to the advertising platform and matched to the advertising data using the click identifier (GCLID).

As a result, our advertising campaigns were optimized based on CRM data for qualified leads and successful leads.

Insights, Hypotheses, and Collaboration Process

SMM

We created content that addressed the most common questions about hair transplants and spread the message that a hair transplant is neither frightening nor complicated.

Successful Solutions That Provided Us with the Greatest Reach:

  • Recovery Diary Post-Transplant: This initiative achieved a total reach of 433,816. It increased trust in the clinic, as patients indicated that they make decisions after studying real experiences of recovery from the procedure.
  • Review Directly from the Operating Room: This video received 7,917 views, with a CTR of 11.6%, and gained 23 new subscribers. It became the third most popular video throughout our work with the channel.
  • Implementation of an AI Avatar: This reduced the workload on doctors when creating content.
  • Publishing Video Pools in One Day on Dzen: We increased video content by publishing two pools of 8 and 10 videos. The number of impressions increased 143 times, reading completions rose 84 times, views went up 52 times, and new subscribers appeared—all without any advertising expenditure.

Reputation

To manage reviews, we created an interactive landing page with dynamic routing. It automatically redirected users to different pages based on their ratings. Positive reviews were sent to a page with platform selection for publication, while negative reviews went to a feedback form for the clinic.

This approach not only allowed us to collect positive reviews but also to manage negative feedback effectively. It made the review processing more efficient and flexible.

Challenges During Implementation:

  • Initial stages faced issues with the proper data transmission between the landing page and the CRM system.
  • The solution required additional API configurations and improvements to ensure complete synchronization.
  • Several testing cycles and refinements were needed to optimize the process.

Results

The landing page increased the conversion of positive reviews by 60% and reduced the proportion of negative reviews on platforms due to the feedback form and submission to the CRM. Additionally, this solution helped decrease the load on consultants by 30%.