01 · Industries
← All industriesAesthetic Clinics
An aesthetic clinic is a capacity business. You have a fixed number of chairs, clinician hours, and devices. Good marketing does not flood the inbox, it fills the most expensive hours with the most profitable treatments.
North star
Revenue per chair hour
Why this metric
Lead volume can double while revenue per chair hour falls, if all you attract are facial promo hunters. This is the metric that keeps a campaign honest with itself.
Ground truth
What we see over and over in this category.
The treatment menu decides the channel strategy
Fillers carry clear search intent, so Google Search works. CO2 laser and ultherapy need long education, so content and remarketing work. Facials and skincare move on price and frequency, so social and membership work. One clinic runs all three at once, which is why a single blanket strategy always fails.
Reply speed beats creative
In our audits, the largest gap between clinics that grow and clinics that do not sits in minutes, not creative. A conversation answered within five minutes and offered two specific time slots behaves very differently from one answered three hours later with a price list.
Lapsed patients are the cheapest unworked channel
A clinic with 2,000 patients on file usually has several hundred past their normal treatment cycle. Contacting them with a relevant reason almost always produces the lowest cost per booking in the entire account, and almost nobody does it.
Hidden pricing raises acquisition cost
Many clinics withhold pricing to force a conversation. The opposite happens: conversations increase, quality drops, and the front desk burns hours on people who will never buy. Publishing a price range filters upstream and consistently raises the booking rate.
Playbook
The order we run it in.
- 01
Map margin per treatment
Before touching ads, we need to know which treatments are actually profitable after consumables, commission, and clinician time. Often the most promoted treatment carries the thinnest margin.
- 02
Fix the chat to booking path
Reply SOPs, response time targets, two slot offers, and source logging. This phase happens before any budget increase.
- 03
Build treatment pages that answer price
One page per high value treatment with a price range, duration, downtime, and the responsible clinician.
- 04
Switch on acquisition per cluster
Search for high intent, social for new demand, remarketing for long cycles. Budgets split per cluster so results stay readable.
- 05
Run reactivation and membership
Segment patients by last treatment and recency, then run a relevant campaign per segment. This is the fastest lift to profit.
Compliance note
Health service advertising in Indonesia sits under stricter rules than ordinary product advertising. Guaranteed outcome claims, comparisons against other providers, and using patient testimonials for promotion are the three areas that most often cause problems, both from regulators and from platform policy. We build material assuming both will review it.
Relevant services
Questions
What is a sensible marketing budget for an aesthetic clinic?
More useful than guessing a percentage: start from empty capacity. Count the unfilled chair hours last month, multiply by average revenue per chair hour, and that is what you are losing. A sensible budget is one that fills part of that at a cost per booking still below your margin per treatment.
Price promotions or bundles?
Price promotions attract people who will move the moment someone is cheaper. Bundles and membership attract people who return. For a clinic already at 70 percent capacity, price promotions usually destroy value by swapping high margin patients for low margin ones in the same hour.