When an Established Business Becomes a Startup Again
A Men's Health Clinic Case Study
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Can an established, well-regarded business suddenly find itself in the position of a startup, forced to build its marketing from scratch?

Having to seek clients from the beginning, proving its right to attention and trust? Completely rebuilding its entire promotion system, from positioning (who are we? why us?) to the website?

Yes, it happens—and more often than you might think. A business can lose its reputation, not because it's poorly run or the service is bad, but because its marketing infrastructure never matured past a "one-person business" stage.
The Story of One Clinic
Recently, a men's health clinic from a major city reached out to me. Operating for over 15 years, with patented treatment methods and numerous certifications and awards. Seemingly a solid, established business.

But reality told a different story. The clinic had fallen into the classic trap of a "one-person business."

What happened:
  • The lead physician, who had built queues of patients and carried the clinic's entire reputation, began working more frequently with international patients and spending extended periods abroad. The existing and newer doctors, while highly qualified, didn't possess the same level of recognition or public trust.
  • The clinic has unique patented treatment methodologies, but the average patient knows little about them—information was buried so deep on the website that only the most persistent visitors ever found it.
  • The website itself was hopelessly outdated: not mobile-responsive, confusing navigation, with key advantages hidden deep within sections. Certifications and awards were tucked away at the bottom of pages in small, unclear images. The content was written in dry, medical-academic language that failed to engage visitors.
  • Google Ads campaigns were running at a loss—without converting tools, starter offers, or clear positioning, every click was wasted money.
The result: The clinic had stayed afloat for years thanks to 1-2 key people but never built a systematic patient acquisition system. It never created functional marketing tools. This is exactly the case where a business needs a complete marketing restart.
The Restart Plan: 8 Key Solutions
After meeting with the clinic representatives and conducting a basic audit, I prepared a list of restart solutions. While developed for this specific medical center, these solutions apply to businesses across many industries.

Review this list and evaluate which elements are relevant to your situation. If you're unsure, request a consultation—I'll help identify focus areas while conserving your resources: time and company funds.

Importance rating system: ⭐⭐⭐ — critically important, ⭐⭐ — important, ⭐ — recommended.
Company-Wide Advantages ⭐⭐⭐
  • Clinic situation: All positioning was built around the lead physician. Patented methods, unique equipment, awards—all existed but weren't emphasized.
  • What it means: Updated positioning describing unique selling propositions, key capabilities, and competitive advantages—NOT dependent on one doctor or key specialist.
  • Why it matters: In my experience, many companies struggle to identify and articulate their unique features internally. They respond with "We do what others do" or "We're among the best in the market" without compelling justification. For this clinic, the patented methodologies, unique equipment, 15 years of experience, and proprietary research base should form the foundation of their positioning, not the lead doctor's biography.
Starter Products ⭐⭐⭐
  • Clinic situation: No "entry-level" offers existed. Patients went directly to full consultations at $120, creating a high entry barrier for many.
  • What it means: Offers that allow clients to get acquainted with your business with minimal risk.
  • Why it matters: This is critical for expanding your client base and growing sales, especially if you actively promote through Google Ads or social media.
  • Examples:
For clinics: express diagnostics at $80, a 15-minute telemedicine consultation, or a "Men's Health 40+" checkup.
For travel agencies: a free 15-minute consultation to plan your dream vacation, a destination mini-guide, or a trip cost calculator.
For financial services: a free credit history analysis, investment calculator, or benefits consultation.

Website Repackaging ⭐⭐⭐
  • Clinic situation: Website not mobile-responsive, confusing navigation, key advantages buried in deep sections. Content was written in dry medical language.
  • What it means: A complete overhaul of the homepage and key sections.
  • Why it matters: Your website is your primary online salesperson. If visitors don't understand within 10 seconds why you're better than competitors and what to do next—they leave for others. The homepage must answer: who you are, what you do, why they should trust you, what the client gets, and how to get it. Everything else is secondary.
Landing Pages for Key Services ⭐⭐
  • Clinic situation: All Google Ads traffic went to the main homepage where finding specific service or problem information was difficult.
  • What it means: Creating dedicated landing pages for main and starter services.
  • Why it matters: Someone searching Google for "prostate treatment" shouldn't land on the clinic's general homepage. They need a page specifically about this problem, with a clear solution description and an obvious call-to-action. Landing pages convert 3-5 times better than general website pages.
Maps Registration and Optimization ⭐⭐
  • Clinic situation: Profiles hadn't been updated in years, no quality photos, few current reviews. Appeared lackluster compared to competitors.
  • What it means: Updating profiles on Google Maps, Apple Maps, and local directory services.
  • Why it matters: up to 80% of people search for medical services "near me." Maps are the first thing potential clients see when searching locally. If your profile appears neglected, trust won't follow.
Reviews Management ⭐⭐
  • Clinic situation: Few reviews, mostly old (2020-21). No systematic approach to gathering reviews on medical recommendation sites and maps.
  • What it means: Active review acquisition on medical sites and maps.
  • Why it matters: In healthcare, reviews are often the deciding factor in choice. People trust other patients' experiences more than advertising promises.
Advertising Restart ⭐⭐⭐
  • Clinic situation: Google Ads were running but unprofitable due to lack of converting tools and starter offers.
  • What it means: Setting up new advertising campaigns considering updated positioning and landing pages.
  • Why it matters: This point isn't accidentally second-to-last. Launching ads without prepared infrastructure (website, landing pages, starter products, reviews) is a recipe for burning your budget. First, prepare the system; only then, drive traffic.
Social Media Content Update ⭐
  • Clinic situation: The clinic wasted time on generic posts about maintaining health. Content didn't resonate with their target audience.
  • What it means: A complete rethinking of the social media promotion approach.
  • Why it matters: Men 40+ (the clinic's main audience) don't regularly read general health posts on Facebook and LinkedIn. You need to transition to niche-specific newsletters and guides—content addressing urgent client problems. The focus shouldn't be on "how to stay healthy," but on "what to do when you already have a problem."
Practical Conclusion
The men's health clinic case is a classic example of a business needing a complete marketing restart. Not because the business is poor—quite the opposite, it has excellent expertise and unique methodologies. The problem was that the marketing infrastructure was never built.

Based on years of practice, I've developed a clear restart algorithm that prevents resource and budget waste:
  1. Positioning — determine who you are and why clients should choose you.
  2. Key product selection — focus on 3-4 main services that provide the most profit.
  3. Entry products — create low-barrier offers to attract new clients.
  4. Landing pages — prepare landing pages for key and entry products.
  5. Maps and reviews — establish local search visibility and social proof.
  6. Advertising — only after preparing all the infrastructure should you launch paid traffic.
  7. Social media — optional, if you have resources and a clear understanding of its impact on sales.
Violating this sequence leads to money and time loss. For example, launching ads without ready landing pages is a direct route to budget waste.
If you recognize your own situation in this story—don't delay. Markets don't wait, competitors don't sleep. The longer you postpone, the more expensive position recovery becomes.

Want to restart your business promotion? Let's identify growth points, eliminate unnecessary expenses, and implement what actually works.

Eliminate the excess—focus on the essential. Reduce costs—increase profits.

Armen Kaladzhyan, digital marketing specialist focused on launching and relaunching marketing for new and established companies.

Armen Kaladzhyan
Expert Marketing for Medical Clinics
⏹ Medical marketing requires a specialized approach. Unlike mass-market advertising, the focus here isn’t on the number of leads, but on their quality. It’s not about the size of the ad budget, but how strategically it's allocated. Not about flashy creatives, but about building trust and converting interest into action.

We specialize in promoting “considered choice” services — such as hardware-based cosmetology, complex medical procedures, and premium healthcare services. These are offerings people take time to evaluate: they compare, research, and make well-informed decisions.
⏹ With over 10 years of experience working with medical centers, we’ve developed deep expertise in marketing for clinics across various specialties. We don’t just launch ads — we build comprehensive marketing systems that steadily convert investments into measurable profit.

⏹ Unlike many advertisers, we understand how decision-making works in the healthcare space and tailor every marketing step to match those specifics.
Strategy + Advertising + Persuasion
By combining a strategic approach, targeted advertising, and warming, persuasive content, we attract high-quality leads and increase sales.
Or feel free to message us! We’re here to respond between 10:00 AM and 6:00 PM Central European Time (CET).
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Genuine Client Feedback
Natalia Shcheglenko
Head of Marketing, Farmline
Medical Project “TB.SPOT”
Thank you for your responsible approach to the project. For us, this has been a challenging task, largely due to the novelty of the product in the Russian market. Despite the general skepticism among our fellow citizens, you managed to build clear and persuasive communication with the target audience.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
Valery Dansson
Clinic Director & Chief Physician
at a clinic in Helsinki, Finland
Armen, thank you for the quality work. The results are clear to me personally. There used to be silence—now people are actually reaching out and asking about the medical center. I’m not good with words like that, but I’ll try to get more involved in the process too. I think I’ve started to believe in social media. Let’s keep it going.
Andrew Panoff
Project Lead, ALGOM Medical Initiative
Thank you for your support in launching the “ALGOM” project — an evidence-based medical reference system.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
Helen Razdolsky
Founder of a Travel Agency with Active Tours
We launched our project at a very difficult time—right at the start of the pandemic. It was challenging not only to get clients, but even to generate leads.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
Marinа Umenko
Advertising and PR Manager, Scandinavian Health Center
We’ve been working with Armen for three years now. During our collaboration, we’ve launched dozens of advertising campaigns to promote the clinic’s services — from diagnostics to cosmetology.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Alice Dansson
Founder, Aesthetic Medicine Clinic, Helsinki (Finland)
Thank you so much for your productive work — the numbers speak for themselves:
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
Gulzhan Khudayberen
Founder of BVK Travel Agency
Thank you for supporting us from the very beginning of our business journey. At the start, our concept was vague — we didn’t even have a name. You guided us through every stage of building the business, from developing the strategy to acquiring our first clients.
Olga Igamratov
Director, BALANS Financial Consulting
You completely changed the way I approach marketing. For several months, I was paying an SMM manager for work that brought zero results.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
Nataliе Vasilenko
Director, Timber Construction Company
In less than a month, we received a strong flow of inquiries on our website for our house-building promotion. Armen is always available and ready to provide guidance.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.