“The reason we chose to partner with Tell Media was based on their level of expertise and the range of skill sets they could bring into our business. They didn’t just do 1 thing, they knew how the whole system worked and that produced phenomenal results”CEO — Inspire Cosmetics
Objective
A precisely targeted, fully tracked marketing funnel that could report from first click to booked surgery.Tell Media has worked with Inspire Cosmetics for more than two years. We started by analysing what they were really up against. The cosmetic surgery industry is fiercely competitive and every move is watched by rival clinics and surgeons, so the strategy had to be precise enough that Inspire could see the effect of small adjustments to their campaigns and keep outmanoeuvring their competitors.
Services
Search Engine Optimisation
Pay Per Click Advertising
Website
https://inspirecosmetics.com.au/
Strategy
Three areas had to be addressed in setting up their marketing and tracking system: the online platforms, the website and software that would manage enquiries, and the internal handling of patients through to a successful surgery. This network of procedures and interactions was further complicated by the Australian laws and regulations the clinic has to follow.
Tell Media applied its full 360-degree program. Starting with hundreds of ads across Google, Facebook and Instagram, we worked out how and why people engaged with the Inspire brand. The website then had to strike the right tone for prospects and capture their details in a way they were comfortable with, paving the way for a follow-up call. The call scripts and talking points were then refined in turn. This process is still being improved, and it has given Inspire a growth rate rarely seen in the industry.
Tactics
- Set up a large network of ads, keywords and hashtags that could be tracked from the first click to a booked surgery.
- Allow live data to flow between users, the Inspire tracking system and Inspire's managers so the system could be improved daily.
- Create a brand and quality management system to build and track the clinic's reputation in the market.
- Review keywords, including the impact of plurals and parallel products and services, to cut dead weight and overspending.
- Redefine the customer experience by educating prospects on how Inspire does business, then holding to it.
