An excellent physician, modern equipment, and an impeccable reputation — it seems like a clinic needs nothing more to succeed. Yet in reality, that is often not enough. Especially when it comes to services that patients do not actively seek out.

This was the case with a clinic located in northern Europe. Despite having highly qualified specialists and state-of-the-art technology for mole (nevus) removal, patient flow for this service remained minimal.

The issue was not the quality of care, but rather the fact that potential patients simply did not consider the need to check or remove moles — until it was too late.

Mole removal is one of those medical procedures surrounded by myths and misconceptions:

• “It’s better not to touch a mole — it might turn into cancer.”
• “The procedure is painful, time-consuming, and expensive.”
• “If the mole doesn’t bother me, there’s no need to remove it.”

These are compounded by natural human fears: fear of pain, embarrassment, distrust toward private clinics, and the tendency to postpone health-related decisions “for later.”

As a result, the clinic was registering only six mole removal appointments per month, despite having all the medical resources in place.

Instead of launching immediate discount campaigns, we developed a structured marketing strategy that included:

Audience Behavior Analysis

• Identifying the main reasons for patient inaction
• Determining key motivators to prompt action
• Strategies for overcoming common myths

Designing the Patient Journey from Awareness to Booking

• Educational content as the first point of contact
• Expert materials to build trust
• Clear benefits to prompt action
• A simplified appointment booking process

A Structured Content Plan for Each Decision Stage

• Informational content to raise awareness
• Expert-driven posts to debunk myths
• Real patient stories to build trust
• Visual examples of results

Reframing the Service
The first step was revamping the clinic’s website section on mole removal, focusing on patients’ key questions:

• Indications for a consultation
• Available removal methods
• Procedure safety
• Duration and recovery
• Pre- and post-procedure care

Additionally, we developed an informational product — the “Mole Atlas”: an illustrated guide with visual examples of different nevus types. Potential patients could receive it in exchange for their contact information.

This approach served multiple goals: raising public awareness, building a base of interested contacts, strengthening the clinic’s expert positioning, and providing real value even before the first consultation.

Educational Materials: Reducing Anxiety Through Understanding
The clinic’s social media channels became a platform for educational content aimed at reducing fears and myths:

• Practical tips for self-checking moles
• Factual materials on the safety of professional removal
• Detailed explanations of each removal method, with an emphasis on patient comfort
• Documented examples of successful procedures

Rather than using fear-based messaging around cancer risks, the content focused on prevention and aesthetic outcomes — helping reach a broader audience.

One of the campaign’s standout elements was a contest: “Send a photo of your mole — receive a free consultation and a chance to win free removal.”

Initially, there were concerns that people would be reluctant to share such images. However, the outcome exceeded expectations: over 60 submissions were received in the first week. Participants not only sent photos, but also described the history of their moles — when they appeared, how they had changed, and what concerns they had.

Twelve contest participants booked procedures within the first month, and three opted for additional clinic services unrelated to dermatology.
The contest demonstrated that even a sensitive topic can spark strong engagement when approached properly.

Choosing the winners proved challenging — many stories were genuinely moving and deserving of attention.

A critical part of the campaign was involving the clinic’s chief physician. Initially, she was strongly opposed to any public exposure and did not use social media. She came to the first content planning meeting with the clear intention of opting out.

However, after a detailed explanation of the concept and a presentation of early positive results, she agreed to try a test post. Her first expert article on nevus diagnostics received an unexpected number of questions from the audience.

As she began responding, the physician became increasingly engaged in communication with potential patients. Two months later, she was suggesting content topics herself and finding time to reply to comments even on weekends. By the end of the campaign, she was writing posts independently without requiring editing or input from the team.

This case illustrates how a professional initially distant from marketing can become a valuable contributor to a content strategy — once they see the real-world benefits of their involvement.

The advertising campaigns were developed based on audience segmentation and motivational triggers:

Women aged 30–55, concerned about appearance:

• Focus on aesthetic results
• “Before and after” visuals
• Emphasis on the absence of scarring

Men aged 35+, focused on health:

• Emphasis on safety and prevention
• Showcasing modern equipment and techniques
• Rational messaging supported by facts

Young adults with visible moles:

• Focus on social confidence
• Personal stories of people who addressed the issue
• Emphasis on accessibility and speed of the procedure

The overall click-through rate (CTR) of the campaigns reached 3.9%, with the 30–45 female demographic reaching 5.2%. This allowed us to maintain the cost of patient acquisition at 930 rubles, even as competition in the niche increased.

A surprising discovery came during testing of different campaign goals. Initially, we tested three options:

• Web form submissions
• Messenger inquiries
• Contact collection via lead forms on social media

The third option turned out to be the most effective. Analyzing the process revealed the reason: clinic administrators preferred phone calls and were less responsive in messengers. When receiving a phone number via a lead form, they would promptly call the potential patient and convert up to 40% of these leads into actual appointments.

This experience reinforced a key principle: the effectiveness of advertising depends not only on targeting and creatives, but also on how well the contact method aligns with the clinic’s internal workflows and team preferences.

1. An Integrated Approach
Combining different tools into a cohesive system where each element amplifies the others:

• Educational content builds the foundation for effective advertising
• Lead magnets create a base of interested contacts
• Real-life stories reinforce credibility
• Interactive formats encourage organic sharing

2. Informing Comes Before Selling
Focusing on raising awareness delivers more sustainable and long-term results than direct sales promotion.

3. Tailored Communication
Audience segmentation and customized messaging according to motivations significantly increase the ROI of advertising efforts.

4. Providing Value at Every Stage
Offering helpful information even before the first visit builds trust and expert status — which in turn drives patient inquiries.

This case clearly demonstrates that even the highest-quality medical services require thoughtful marketing to succeed. To encourage patients to seek help, a clinic must:

• Create awareness of the service’s importance
• Help patients overcome fears and misconceptions
• Build trust in the clinic and its specialists
• Offer a clear and simple path from need to appointment

When properly executed, marketing not only increases patient flow but also encourages more proactive attitudes toward personal health — which, in the case of mole removal, plays a vital role in the prevention of serious diseases.