HOW DID FACEBOOK AND INSTAGRAM LEAD GENERATION CAMPAIGNS PROVE MOST SUCCESSFUL FOR SPECTRO IMA MEDICAL CENTER?

How did a medical center manage to increase its turnover by more than 230% over several consecutive months using the right marketing approaches such as strategy, planning, execution, and scaling? With bold messages and visuals that stood out from traditional aesthetic-medicine standards, Spectro IMA attracted the attention and trust of new patients.

In this case study, you will learn how using daring messages and striking visuals, different from the usual ads featuring beautiful women, generated interest and helped Spectro IMA stand out from the competition. We will also examine how the full use of Meta’s targeting tools made it possible to deliver the messages to the exact audiences most likely to take the desired actions.

WHO ARE SPECTRO IMA?

Spectro IMA is a medical center with highly qualified doctors, innovative equipment and modern technologies. The clinic offers patients leading practices across several healthcare fields and aesthetic medicine. What truly sets the center apart is its individual approach to each patient: personalized medicine. The specialists at Spectro IMA follow the belief that health and prevention are the foundations of beauty.

WHAT WAS THE SOCIAL MEDIA ADVERTISING BRIEF?

Our main task was to generate new potential patients — or in marketing terms, leads. To achieve this goal, we needed to:

• Promote the center’s aesthetic procedures and medical services.
• Build trust and loyalty among the audience.

WHAT WERE THE CHALLENGES?

Our main challenge was to generate leads without having a contact form for booking appointments on the website. Until then, all bookings were made exclusively by phone. Lead generation campaigns were an entirely new approach that we decided to test for Spectro IMA.

We also needed to spark greater interest among the male audience, which at that time made up only 10% of the clinic’s patients.

And all of this had to happen in a highly competitive environment where we needed to stand out and capture audience attention.

HOW DID WE APPROACH IT?

On Facebook and Instagram, we focused on engaging and educational content in the form of posts. We wanted the audience to learn more about the different procedures on the website, so we also used traffic campaigns. And our strongest asset turned out to be the lead generation campaigns.

WHAT DID WE ACTUALLY DO?

Lead Generation Campaigns

Lead generation forms are contact forms that users can fill out directly on Facebook or Instagram. With just one click, a person can submit their details — name, phone, and email — which are automatically pre-filled based on their Facebook profile information. This significantly simplifies the steps users need to take and shortens their user journey.

1. Initial banner

2. Contact form

3. Consent for personal data usage

*The English text is shown in the language the user has set on Facebook.

4. Successfully submitted data

We created Lead Generation campaigns with separate forms for each focus procedure. This allowed us to take an individual approach, setting unique audiences and using visuals and messages tailored to different target users based on the specific procedure.

Here are the advertising visuals for the different Lead Generation campaigns:

1. Laser hair removal (women)

2. Laser hair removal (men)

3. Device-based procedures (women)

4. Botulinum toxin procedures (women)

5. Hair transplantation (men)

6. Urology (men)

Audiences

We wanted to reach not only women but also men. Using Meta’s full potential, we applied the following targeting:

• Demographics, interests and behaviors relevant to the target audiences for each procedure.
• Custom audiences based on engagement with brand assets such as the website, Facebook page and Instagram profile.
• Lookalike audiences: people with similar digital behavior to users who had already interacted with the brand.

WHAT WE ACHIEVED – FIGURES, DATA, RESULTS

As a result of our comprehensive work for the client, including advertising campaigns across the Meta and Google ecosystems, Spectro IMA reported impressive revenue growth.

Monthly revenue increase in 2023 compared to the same months in 2022 (before we started working with the client):

Number of leads generated through Meta Lead Generation campaigns: 403

Total number of new patients for the clinic: 405

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WHAT NEW INSIGHTS DID WE GAIN ABOUT THE AUDIENCE? DID THE FINAL RESULT EXCEED OUR EXPECTATIONS?

When developing the brand strategy, we initially thought it would be a major challenge to encourage the male audience to book specialist consultations for sensitive issues such as erectile dysfunction and alopecia. However, men showed very high engagement with the ads and completed the Lead Generation forms, resulting in an increase in inquiries from male patients.

We had expected the audience to take a more conservative approach to booking appointments or consultations directly through Lead Generation forms on Facebook and Instagram. The positive results, based on the number of collected leads that converted into actual clinic patients, showed us that the audience is willing to take such actions even without a booking form on the website.

Conclusion

Using slightly bolder messages and striking visuals that set Spectro IMA apart from the competition and the standard aesthetic-clinic template (the usual “ad featuring a beautiful woman”) generated interest and delivered strong results. We combined this creative approach with a carefully planned mix of campaigns, each optimized for different stages of the user funnel. Full use of Meta’s targeting tools allowed us to deliver messages to precisely the audiences most likely to take the desired actions.