Project - Qutis Clinics
As a small business, Qutis Clinics relied on our marketing team for establishing an online presence and lead generation.
Our strategy was a multichannel marketing approach utilising the Client's strength - a significant email database and virtual events.
Following this approach, we were able to achieve over 200% ROI for this client.
​My responsibilities in the project:
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monthly marketing activities planning with a Client,
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work distribution within a team with necessary briefs and required tools for execution,
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reviewing the deliverables internally and receiving the Client's approval,
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setting up virtual events and keeping the Client updated about the progress and the results,
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creating a content calendar, setting up and scheduling email newsletters, monitoring performance,
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launching FB ads campaigns and monitoring the performance,
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website, blog and social media channels update.
Email Newsletters
A large email database, with over 10k subscribers, was a strength of Qutis Clinics and as a marketing team, we utilised it in every marketing campaign.
The Challenge: Leveraging the Client's significant email database, we needed to keep people engaged and keep converting subscribers into Qutis's clients.
Our Solution: My strategy was to create a content calendar covering bi-monthly the most searched topics and hot questions within the Client's industry, featuring success stories, before-after and interviews with leading nurses. At the same time, promoting monthly virtual events, free consultations and encouraging readers to try beauty products.
Client's Result: Not only we have achieved a great open rate on average over 23% with a clickthrough rate of 3%, but also the email database became the biggest source of virtual event registrations that resulted in several consultations monthly for their high-ticket treatment and tens of thousands of pounds in treatment bookings collected, not to mention huge lifetime customer value predicted after this.
Health and beauty industry was among those hit significantly by the pandemic. Qutis Clinics were forced to shut down.
The Challenge: Despite the clinics shut down and uncertainty, we kept working with Qutis during pandemic times, which required a new, different approach and fresh marketing ideas.
Our Solution: Since the Client used to facilitate in-person events during pre-covid times, our first logical move was to try virtual events instead. This required a full transition to the digital world - from digital presentation preparation to virtual event set-up and promotion. Having discussed topics of the events with a Client and getting a brief completed with the event details we needed to know, I broke the event execution into the action items between our graphic designer, copywriter, PPC manager and myself for technical implementation.
Virtual Events
Client's Result: Virtual events became beyond successful and the main marketing tool of Qutis Clinics. After testing it for 6 months, we created a structure and almost set and execution on autopilot. Qutis Clinics liked it so much, that they did not see the reason to go back to the original face-to-face meetings anymore, which were more costly and time-consuming.
With virtual events, on average monthly, we generated 30+ leads who registered, 60% of them attended an event and 10% bought a high-ticket service and became a customer. Of course, this would not be possible without a great Qutis team of nurses and the genuinely amazing services they provided in the clinics.
Paid Advertising
Complementing a big email database, and paid advertising was a required step for brand exposure and new lead generation. Mainly we used FB ads to promote the Client's virtual events and generate event registrations as a conversion.
The Challenge: Beauty and medical aesthetics fields are not the easiest to advertise taking into account content restrictions. In creating ads, we had to find a sweet spot between keeping the brand's natural look and feel and capturing the attention of the audience. Another challenge was an extremely small budget of £100 per event for advertising.
Our Solution: Maintaining muted colours in graphics, we were trying to be as creative as possible with copy showcasing the benefits of the treatments and reasons to take part in virtual events. We also tried different forms of content including video success stories and interviews.
Client's Result: Having run the pre-virtual event campaign for 2 weeks, paid advertising was usually generating up to 50% of the virtual event registrations, which varies from 11 to 18 leads.
The importance of the social media presence can not be underrated in the health and beauty industry, where before&after photos and success stories say it all.
The Challenge: Creating content that stands out from the competition and keeps subscribers engaged.
Our Solution: The main peculiarity of the social media content we created for Qutis was video interviews and success stories of its clients. Online and in-person, we staged and recorded interviews with Qutis team and clients, which brought tremendous value to the marketing efforts. Moreover, due to the physical proximity, we were able to organise quarterly photoshoots and re-purpose the content for the events and social media.
Client's Result: This approach allowed us to create the most natural-looking content for the Client and minimise stock-images usage. Utilising video and success stories also contributed to a high click-through rate on social media (1.51%) and increased brand credibility (increase in the virtual events registrations and direct bookings)
Social Media &
Digital Presence
