Case Study: Media Promotion of a Network of Cosmetology Clinics.

One of the biggest challenges in premium healthcare today is not simply generating leads, but building trust before the first interaction with a clinic even happens.

In beauty and medical categories, performance marketing rarely delivers sustainable results without prior trust-building — especially when it comes to high average checks, complex procedures, and long decision-making cycles.

Recently, we worked on the media promotion of a network of cosmetology clinics with a clear objective: systematically increase the number of appointments while reducing patient acquisition cost.

The key challenge was not just driving traffic, but building a full-funnel communication model where each stage serves a specific role.

What we implemented:
— separated campaigns into awareness and conversion layers;
— used media advertising to strengthen trust and highlight doctors’ expertise;
— built a multi-level retargeting funnel;
— created look-alike audiences based on existing clients;
— continuously A/B tested creatives focused on safety, certification, and treatment results.

Media mix included:
— YouTube and Meta for reach;
— Google Search and Performance Max for conversion demand.

Results:
+114% increase in monthly appointments through paid channels
-32% reduction in cost per lead

This case once again proves that in categories with high levels of distrust, “hard selling” becomes less effective. First, a brand needs to explain why it deserves trust — only then can it efficiently convert demand into appointments.

How do you evaluate the balance between brand-building and performance marketing in healthcare or beauty categories today?