Case Study
SKIN111 Aesthetics and Medical Clinic
From Chats to Consultations
LEAD GENERATION
SKIN111 is a bespoke Aesthetics and Medical Clinic providing premium IV therapy, anti-aging and aesthetics, dermatology, weight loss, and well-being services in Dubai. It currently has two locations in Dubai.
WHAT OUR PARTNERS HAVE TO
SAY ABOUT US
“When we approached HOP, I quickly realized that their
Performance Marketing isn’t just about vague optimizations, but
rather a data-driven strategy. Their commitment to continuous
testing and a profound understanding of Ad Policies in the
Healthcare industry, which had been a challenge for us previously,
has been commendable.
We are confident about achieving record ad returns in the
upcoming quarter and further expanding our business.”
– Omer Galal Osman
Marketing Director
SKIN111 Aesthetics and Medical Clinic
THE CHALLENGE
When SKIN111 approached us, they were grappling with declining bookings and a low ROAS which was affecting their overall profitability. Operating in the healthcare sector, they encountered challenges with policy adherence and ad violations.
The objectives were to –
- increase their profitability (increase ROAS) as they were not generating profits due to high overheads
- adhere to Health Sector Privacy Compliance Guidelines in Performance Marketing
- decrease the cost per Sales Qualified Lead (SQL), which was defined as a WhatsApp interaction initiated by the user, by 10%
- maintain the 55% conversion rate from Marketing Qualified Lead rate (MQL), defined as WhatsApp Call To Action (CTA) Button Clicks to SQL (WhatsApp Interactions)
- increase the ROAS from 3 to 4
THE SOLUTION
Due to healthcare advertising regulation updates and Google’s policy changes in February 2022, healthcare marketers faced challenges in personalized advertising, particularly in remarketing.
We implemented the following measures –
- Harnessed SKIN111’s Hubspot CRM customer data through Hashed Audiences (GCLIDs only to ensure data privacy) and seamlessly integrated it with Google Ads through Zapier
- Focused more on Search campaigns as they are intent-driven and perform better
- Grouped the core services under two separate ad accounts – Aesthetics and IV Therapy, to optimise keyword relevance
- Targeted audiences using both Exact match type keywords and Phrase match type keywords to ensure the widest reach and relevance
- Used highly optimized landing pages on the SKIN111 website featuring a WhatsApp CTA for lead capture
- Used contextual ads for precise targeting, with ongoing monitoring and optimisation
- Introduced dynamic Performance Max campaigns to improve performance cost-effectively
THE IMPACT
We were able to successfully contribute in increasing the overall profitability of the business by over-achieving set KPI’s and bring down cost metrics. This also led to this project being an award-winning campaign.
Here is an overview –
- Overall profitability of the business improved with an 83.4% increase in revenue
- Increase of 32% in customer volume
- SQL Cost Per Lead was brought down by 17.8%
- MQL to SQL Conversion Rate reached to 64.4%
- Return on Ad Spend (ROAS) elevated to 6.3
- Competed with well-established competitors with an impression share of 54% and Top of the Page Rate exceeding 86%
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