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How a Premium Clinic Increased Revenue by €40,000 in a Low Season Without Discounts
A Strategic Approach to Medical Marketing That Works
Confidentiality and Professional Ethics
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their written consent. This is a mandatory standard in our work.
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their written consent. This is a mandatory standard in our work.
Imagine a premium aesthetic medicine clinic burning through thousands of euros in ad spend each month. The creatives look beautiful. The CPCs are low. The managers proudly report “tens of thousands of views.” And yet, no patients. Just vanishing money — and a confused owner wondering where all those mythical clicks actually went.
Familiar story? It should be.
In Finland, June is a dead season for aesthetic clinics. People are out at summer houses or traveling, enjoying the short Nordic summer. Not exactly a time for record-breaking sales, right?
And yet — this is when my client hit their all-time revenue record: over €40,000 in a single month.
Here’s what made the difference:
No “brilliant campaign ideas.”
No “limited-time offer.”
No “secret funnel hacks.”
Just the right strategy, applied professionally. A clear understanding of how medical advertising really works.
By now, you’ve likely guessed I’m not one of those who sells “100 social media posts a month” or “viral creatives.” I’m a strategic marketer. I don’t treat advertising as isolated campaigns — I build systems that attract the right kind of patients and turn marketing into a growth engine.
This story isn’t about big promises. It’s about real numbers. It’s about transforming an underperforming ad account into a measurable profit driver in just 30 days, using fundamentals — not gimmicks.
You don’t need flashy campaigns or risky experiments. You need professional marketing.
Let me show you what we did — and how you can apply the same logic to your clinic.
Familiar story? It should be.
In Finland, June is a dead season for aesthetic clinics. People are out at summer houses or traveling, enjoying the short Nordic summer. Not exactly a time for record-breaking sales, right?
And yet — this is when my client hit their all-time revenue record: over €40,000 in a single month.
Here’s what made the difference:
No “brilliant campaign ideas.”
No “limited-time offer.”
No “secret funnel hacks.”
Just the right strategy, applied professionally. A clear understanding of how medical advertising really works.
By now, you’ve likely guessed I’m not one of those who sells “100 social media posts a month” or “viral creatives.” I’m a strategic marketer. I don’t treat advertising as isolated campaigns — I build systems that attract the right kind of patients and turn marketing into a growth engine.
This story isn’t about big promises. It’s about real numbers. It’s about transforming an underperforming ad account into a measurable profit driver in just 30 days, using fundamentals — not gimmicks.
You don’t need flashy campaigns or risky experiments. You need professional marketing.
Let me show you what we did — and how you can apply the same logic to your clinic.
I’m a strategic marketer. I don’t treat advertising as isolated campaigns — I build systems that attract the right kind of patients and turn marketing into a growth engine.
Armen Kaladzhyan
AK Marketing
What follows is a brief overview of the project.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
Initial Situation
The client: a private aesthetic medicine center in Helsinki.
They had been spending €5,000–€6,000 per month on social media ads. In just a few months, the total ad spend had crossed €20,000.
And the result?
Tens of thousands of clicks — with great cost-per-click and high CTR.
But… almost no sales.
On the surface, everything looked fine. Videos and images were polished and persuasive. Reports were filled with “positive” numbers.
But the real business metrics — appointments and revenue — remained stagnant. The owners were understandably frustrated. They saw the clicks. But they couldn’t connect them to actual patients.
And when they compared the ad platform reports with Google Analytics, the truth was even worse:
Their audience had both intent and ability to pay. But there was a gaping hole between advertising and actual revenue.
They had been spending €5,000–€6,000 per month on social media ads. In just a few months, the total ad spend had crossed €20,000.
And the result?
Tens of thousands of clicks — with great cost-per-click and high CTR.
But… almost no sales.
On the surface, everything looked fine. Videos and images were polished and persuasive. Reports were filled with “positive” numbers.
But the real business metrics — appointments and revenue — remained stagnant. The owners were understandably frustrated. They saw the clicks. But they couldn’t connect them to actual patients.
And when they compared the ad platform reports with Google Analytics, the truth was even worse:
- Out of nearly 5,000 ad clicks, only 1,256 users actually reached the site.
- The remaining 3,744 clicks simply disappeared. No explanation. No trace. No results.
Their audience had both intent and ability to pay. But there was a gaping hole between advertising and actual revenue.
When we were invited to audit the situation, the request was simple:
Campaigns were built to generate “numbers,” not business outcomes.
Clicks for the sake of clicks. Visibility without strategy.
It’s like hiring a hundred people to hand out flyers at a car dealership — then celebrating because “10,000 flyers were distributed,” even if no one actually came in for a test drive.
This was the mindset we had to change — quickly and decisively — before the clinic gave up on digital marketing altogether.
- Identify why the current advertising wasn’t working
- Rebuild the system to deliver measurable outcomes
- Increase service bookings and product sales
Campaigns were built to generate “numbers,” not business outcomes.
Clicks for the sake of clicks. Visibility without strategy.
It’s like hiring a hundred people to hand out flyers at a car dealership — then celebrating because “10,000 flyers were distributed,” even if no one actually came in for a test drive.
This was the mindset we had to change — quickly and decisively — before the clinic gave up on digital marketing altogether.
Strategic Diagnosis
We began with a detailed audit of the existing ad campaigns.
What we found was a textbook example of style over substance: a polished exterior, with no system behind it.
The root problem became clear very quickly:
the clinic had handed over its advertising to creators — people skilled in visuals, but with no understanding of marketing mechanics or ROI thinking. They lacked a strategic view of how advertising should actually generate patients.
There was a complete disconnect:
- Visually strong campaigns
- Strategically incoherent execution
After digging into the ad accounts, we found several issues that — taken alone — could sink any campaign. Together, they explained exactly why the clinic was losing money.
What we found was a textbook example of style over substance: a polished exterior, with no system behind it.
The root problem became clear very quickly:
the clinic had handed over its advertising to creators — people skilled in visuals, but with no understanding of marketing mechanics or ROI thinking. They lacked a strategic view of how advertising should actually generate patients.
There was a complete disconnect:
- Visually strong campaigns
- Strategically incoherent execution
After digging into the ad accounts, we found several issues that — taken alone — could sink any campaign. Together, they explained exactly why the clinic was losing money.
Mistake #1: Duplicate audiences with no strategic logic
The ad accounts included dozens of nearly identical audiences, labeled “Facebook audience,” “Instagram audience,” and similar names — but with the same targeting parameters. This wasn’t just sloppy execution. It showed a fundamental misunderstanding of how segmentation and ad delivery actually work.
Mistake #2: Wasting budget on the Audience Network
The clinic’s ads were being served on Meta’s Audience Network — a placement notorious for generating cheap but completely untargeted clicks.
This may work for mass-market apps. But for high-end medical services? It’s almost always a money drain.
Yet no one had bothered to turn it off.
This may work for mass-market apps. But for high-end medical services? It’s almost always a money drain.
Yet no one had bothered to turn it off.
Mistake #3: Campaigns optimized for clicks, not conversions
Every single campaign was using the most basic possible objective: maximize clicks at fixed cost.
This is one of the least effective strategies for medical businesses. It tells the algorithm to get any click — regardless of who’s clicking, or why.
This is one of the least effective strategies for medical businesses. It tells the algorithm to get any click — regardless of who’s clicking, or why.
Mistake #4: No analysis of click-to-visit drop-off
When we compared the ad reports to Google Analytics, the numbers were shocking.
In April, the ad platform reported nearly 5,000 clicks.
But only 1,256 users actually reached the website.
That’s a 75% drop-off — and no one had even asked why.
In April, the ad platform reported nearly 5,000 clicks.
But only 1,256 users actually reached the website.
That’s a 75% drop-off — and no one had even asked why.
Mistake #5: No audience segmentation
There was just one general audience, with no breakdown by age, geography, interests, or behavior.
No remarketing. No qualification. No strategic differentiation.
It was like sending the same message to everyone — from 22-year-olds looking for contouring to 60-year-olds considering skin tightening.
No remarketing. No qualification. No strategic differentiation.
It was like sending the same message to everyone — from 22-year-olds looking for contouring to 60-year-olds considering skin tightening.
Mistake #5: No audience segmentation
Ad creatives hadn’t been refreshed in weeks. The approval process for new content was slow and bureaucratic.
In medical performance marketing, creative fatigue can set in fast. Without weekly updates, results plummet.
But no system had been built for fast iteration.
In medical performance marketing, creative fatigue can set in fast. Without weekly updates, results plummet.
But no system had been built for fast iteration.
The diagnosis was clear:
The clinic wasn’t suffering from isolated issues — it was operating without any strategic marketing system at all.
They were spending thousands each month on the illusion of advertising activity, with no connection to business outcomes.
When we presented the audit to the founders — even without a technical background — they instantly understood:
Marketing isn’t about beautiful slides or engagement metrics. It’s about outcomes.
Just like you wouldn’t ask a graphic designer to perform a surgery, you don’t hand over medical advertising to someone who doesn’t understand business.
The time for nice-looking dashboards and “cheap clicks” was over.
It was time to implement a strategy built on real goals — and get serious about results.
The clinic wasn’t suffering from isolated issues — it was operating without any strategic marketing system at all.
They were spending thousands each month on the illusion of advertising activity, with no connection to business outcomes.
When we presented the audit to the founders — even without a technical background — they instantly understood:
Marketing isn’t about beautiful slides or engagement metrics. It’s about outcomes.
Just like you wouldn’t ask a graphic designer to perform a surgery, you don’t hand over medical advertising to someone who doesn’t understand business.
The time for nice-looking dashboards and “cheap clicks” was over.
It was time to implement a strategy built on real goals — and get serious about results.
Marketing Solutions
After completing the audit, it was time to act. With full approval to rebuild the campaigns from scratch, we applied a strategic, system-based approach designed to turn the clinic’s marketing from a cost center into a revenue engine.
We moved away from vanity metrics and focused on what actually matters: real business outcomes.
Here’s what we changed:
We moved away from vanity metrics and focused on what actually matters: real business outcomes.
Here’s what we changed:
Rethinking Audience Strategy
Instead of one vague “potential customer” audience, we implemented a structured multi-level segmentation model:
- By age and location, tailored to the specifics of aesthetic procedures
- By interest (e.g. body contouring, non-invasive lifting, pelvic wellness)
- Based on on-site behavior (visits to specific service pages)
- By engagement with previous ads
- By interactions with social content
- By status (existing customers, newsletter subscribers, online store buyers)
- Look-alike audiences built on actual converting users
From Clicks to Conversions
We fundamentally changed the campaign goals.
- For aesthetic procedures, we replaced the default "click" objective with "lead" generation — using optimized forms that included qualification steps to filter out low-intent leads.
- For the online store, we first shifted to "landing page view" to ensure real visits, then tested “purchase” optimization after a short data accumulation period.
A lead, not just a click
We replaced the “click” objective with a more relevant and transparent one: lead submission.
We created a custom lead form and added extra steps to reduce the number of unqualified submissions.
Instead of directing traffic to the website, we sent it straight to the form.
We replaced the “click” objective with a more relevant and transparent one: lead submission.
We created a custom lead form and added extra steps to reduce the number of unqualified submissions.
Instead of directing traffic to the website, we sent it straight to the form.
Smarter Creative Process
The visual assets weren’t the problem — the system around them was.
- We implemented a weekly refresh schedule for creatives, avoiding the drop in performance from fatigue.
- The approval pipeline was streamlined to reduce bottlenecks.
- We developed a methodology for navigating Meta’s advertising policies for medical content — preserving clarity and persuasiveness without triggering rejections.
Cutting Wasteful Placements
We completely disabled the Audience Network — a move that immediately improved click quality.
We focused our budget on high-intent placements and platforms where users are more likely to consider and act on medical services.
Fewer clicks, higher conversion — and better use of every euro.
We focused our budget on high-intent placements and platforms where users are more likely to consider and act on medical services.
Fewer clicks, higher conversion — and better use of every euro.
Integrated Analytics for Smarter Decisions
We set up accurate conversion tracking to measure real actions — not just traffic volume or CTR.
Every change was guided by data:
Every change was guided by data:
- Which segments were converting?
- Which creatives led to consultations?
- What was the real CAC for each channel?
Warm Audience Activation
One of the most effective shifts was how we approached warm traffic — users who had already interacted with the clinic.
We built tailored remarketing flows for:
We built tailored remarketing flows for:
- Site visitors who didn’t convert
- Users who viewed specific services
- People who clicked but didn’t submit a form
- Social media followers who hadn’t yet booked
In the first month, we received over 150 inquiries—complete with names, phone numbers, and even clients' ages.
Of course, not everyone booked a procedure overnight. In this industry, the typical decision-making period is one to two months.
But now, the clinic has a growing, active database of potential clients who can be reached and re-engaged without additional advertising.
At the same time, the clinic achieved a record-high monthly revenue with the very first month of the updated campaign.
Of course, not everyone booked a procedure overnight. In this industry, the typical decision-making period is one to two months.
But now, the clinic has a growing, active database of potential clients who can be reached and re-engaged without additional advertising.
At the same time, the clinic achieved a record-high monthly revenue with the very first month of the updated campaign.
Each of these steps may seem obvious to a marketer who thinks strategically. But the clinic had been paying for ads for over a year with none of these systems in place.
Their previous campaigns existed in isolation — disconnected from business priorities.
Once we shifted from activity-based marketing to strategic marketing, the results came quickly.
Their previous campaigns existed in isolation — disconnected from business priorities.
Once we shifted from activity-based marketing to strategic marketing, the results came quickly.
Results of a Strategic Approach
Results speak louder than any marketing pitch — and in this case, the numbers were clear.
Within the first two weeks of launching the updated system, we saw:
Within the first two weeks of launching the updated system, we saw:
- A 2× increase in conversion rate from click to qualified lead
- Website conversion rising from 3.5% to 8.6%
- Cost per lead dropping from €35–40 to €20–25 — with no increase in budget
150+ Qualified Leads
Gone were the days of vague traffic and “soft metrics.”
In the first month, the clinic received over 150 qualified leads — complete with name, phone number, and patient profile.
Every lead was manually verified. Most came from Helsinki and surrounding regions. Many had prior experience with aesthetic procedures and knew what they wanted.
In the first month, the clinic received over 150 qualified leads — complete with name, phone number, and patient profile.
Every lead was manually verified. Most came from Helsinki and surrounding regions. Many had prior experience with aesthetic procedures and knew what they wanted.
Record-Breaking Revenue in a Dead Season
June in Finland is traditionally a dead zone for cosmetic services. People leave the city, head to the countryside, and focus on family and travel. Most clinics brace for a slowdown.
But not this one.
With the new system in place, the clinic hit a record-breaking €40,000+ in monthly revenue — the highest in its history.
This wasn’t driven by discounts or promotions. It was the result of clear messaging, precise targeting, and real patient intent.
But not this one.
With the new system in place, the clinic hit a record-breaking €40,000+ in monthly revenue — the highest in its history.
This wasn’t driven by discounts or promotions. It was the result of clear messaging, precise targeting, and real patient intent.
First Profitable Month in Over a Year
For the first time in more than 12 months, the clinic achieved full profitability.
The same advertising budget — €5,000–€6,000 — that had previously gone to waste was now producing a direct financial return.
And because we tracked results end-to-end, we could see exactly which segment, creative, and channel was delivering that return.
The same advertising budget — €5,000–€6,000 — that had previously gone to waste was now producing a direct financial return.
And because we tracked results end-to-end, we could see exactly which segment, creative, and channel was delivering that return.
Building a Valuable Patient Asset
Beyond short-term revenue, the clinic now had a living system for long-term growth:
A database of warm leads, a working retargeting sequence, and email workflows to nurture undecided patients.
In the first month alone, we identified over 250 non-converting leads who had engaged with the clinic — but didn’t yet book.
Instead of writing them off, we built a 4-week nurturing cycle using email and remarketing.
That sequence converted a significant share into paying patients — with no additional ad spend.
A database of warm leads, a working retargeting sequence, and email workflows to nurture undecided patients.
In the first month alone, we identified over 250 non-converting leads who had engaged with the clinic — but didn’t yet book.
Instead of writing them off, we built a 4-week nurturing cycle using email and remarketing.
That sequence converted a significant share into paying patients — with no additional ad spend.
Scalable Foundation for Growth
This wasn’t a one-time success. It was the start of a scalable system.
Within 30 days, the clinic had a new forecast model:
For every €1,000 spent, they could project €6,000–€8,000 in expected revenue — provided they maintained the same discipline in segmentation, creative strategy, and analytics.
Within 30 days, the clinic had a new forecast model:
For every €1,000 spent, they could project €6,000–€8,000 in expected revenue — provided they maintained the same discipline in segmentation, creative strategy, and analytics.
The difference between tactical marketing and strategic marketing became visible — and measurable.
We didn’t rely on hacks, discounts, or urgency tricks. We applied fundamentals, professionally. And the results followed.
We didn’t rely on hacks, discounts, or urgency tricks. We applied fundamentals, professionally. And the results followed.
“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.”
Valery Dansson
The clinic’s chief physician and director
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.
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.
⏹ 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.
Start with the first step — a consultation
Every business is unique, and there are no one-size-fits-all solutions. We suggest starting with a 30-minute consultation to identify your key growth opportunities.
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
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.
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.
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.
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.
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.
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.
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.
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.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
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.
€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.
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.
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.
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.
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.
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.