Avenue Plastic Surgery

Goals

Sensitive fields such as plastic surgery are always challenging to navigate online: user perception, regulatory guidelines, and fishy techniques.

There were two key goals to the overall campaign:

1. APS needed an online strategy that enabled business growth without compromising on their ethics and values.


2. In a competitive and sceptical landscape, APS wanted to be known as the leader and innovator in fat transfer plastic surgery.

Goals

For APS to keep dominating an increasingly competitive market, we needed to come up with an optimally efficient funnel to target prospects and generate leads amongst a segment that shares similar value: quality, safety and excellence.

A few elements of that funnel were key to the success of the campaign: messaging, targeting and channels. We designed a marketing strategy aligning with the business positioning:

• We launched an SEO campaign targeting key search terms across the main procedures offered by the practice (Rhinoplasty, Breast Augmentation & Reduction, Tummy Tuck, Fat Transfer…) to capture searchers at all steps of the journey


• We launched a Search Ads campaign targeting search terms indicating the intent of wanting to book a consultation to convert searchers to leads, using a targeted landing page for each procedure


• We launched a Content Marketing campaign with asset production, and social content amplification to grow awareness around APS, its value and educating the audience on the different procedures and options