HFE – Hair Transplant Clinic

The original hypothesis

Before our cooperation, the clinic had already been operating for 11 years, had a 7.6% market share online and competed with the market leader in Russia and Turkish clinics. In the last three years, the clinic was stagnating: there was no growth in sales.

The owner was convinced that this was due to poor ad set-up by the previous team. But we wondered, "Is it really about advertising, and do we need to work with it to increase profits?"

Target audience

All over the world the problem of hair loss is more peculiar to men. Nevertheless, women also face the problem of male pattern hair loss caused by hormonal imbalance or acquired as a result of illness or injury. However, the level of the problem in this situation differs for people: it’s one thing for a man to lose his hair after 45, and another thing to be bald at the age of 18−25. For girls, the issue of hair loss is more acute than for men.

Plan for achieving the goal

We did an analysis on the available market online and figured out the weaknesses in the funnel*: market — traffic — converter — sales — finance.

KPI

After analysis, we realized that it is not at all about advertising, in the first place we need to work on the conversion to the application, sale and increase the average check.

Conversion to application

2% instead of the current 1%

Conversion to sales

18% (no data were collected before)

Average check

Increase by 30%

What did

• Implemented CRM.

• Conducted audience research to find positioning and change the site.

• Redesigned promotional materials and launched new advertising channels.

• Assembled a Growth Hacking team. Launching hypotheses in 6 hours.

Results for 2021

• site conversion increased 2.9 times: from 1% to 2.9%

• revenue increased by 24.45%

• the number of applications increased 4.8-fold, from 290 to 1,419

• opened a second clinic in Moscow

• the average bill increased by 30%

Take the first step to growth in business - leave an application!

The key to the result

1 Calculating the marketing unit: found weak points in marketing and business

2 Changing the website and promotional materials

3 Educating the audience at different levels of decision-making and gradually leading them to a consultation with a physician in the clinic

4 Launch of new advertising channels

5 Implement end-to-end analytics and focus on numbers

6 Changing the team’s mindset: introducing a separate Growth Hacking team

Team

2 Project managers

content and management of the blogging team, account#management with HFE, reporting

1 Project Administrator

1 Analyst

Calculate all figures in business (costs, return on investment, profits) in different scenarios, analyse competitors to develop a competitive strategy and improve positioning, formulate a 1 year work plan

1 Blogger relations manager account management and accommodation

1 Community manager Responses to comments and messages

2 Targetologist launch of targeted advertising + analytics / contextualist

3 Copywriters content

2 Correctors proofreading and correcting errors in texts

2 Graphic designers

1 Videographer

3 SEO-specialists

3 amoCRM-specialists

1 Web Developer

1 Email-marketer

1 SMM-strategist

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Discuss the goals and objectives of your project. Choose the best solution based on personal startups and agency experience. Estimate the cost and potential benefits from collaboration: https://calendly.com/gshevchenko/30min

Detailed information about us: https://shevchenko.bz/