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HFE – Hair Transplant Clinic

For three years, the clinic was stagnant. In September 2019, the client set a goal: "To increase profits, sales, and revenues.

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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.

*More about our approach

— site conversion

— reaching audiences in new markets

— sales conversion

— business performance

— CTR in advertising

For revenue and profit growth, it is necessary to systematically increase key indicators, guided by numbers and scientific approach

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%

Then we projected a sevenfold increase in profits

However, the business goal would not be achievable without a change in customer attitudes toward both the brand and the hair transplant procedure.

Therefore, the solution to the problem required comprehensive measures:

the launch of the new positioning;
changes in the perception of the procedure;
work with online reputation;
training and support for the client at all stages of the decision-making process.

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.

For us, the key KPIs affecting profit were:

increase site conversion (converter);
Increasing the conversion rate of the sales department;
an increase in the average check by 30%.

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%

profit increased - by 60.76%

became the market leader

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

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So far, the task for us is still to help the staff of the clinic to get used to the CRM and accept the automation of many processes. That's why at the moment only 5% of patients reach sales. Our future goal is to reach 18%, which we are systematically going towards: we are opening a second clinic to handle the flow of patients, training managers and simplifying their work.

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