Wellness & aesthetics clinic · Eastern Sydney
Selling trust where the category was selling certainty
Wellness & aesthetics clinic had a beautiful clinic, a senior practitioner, and a paid funnel that was acquiring the wrong patient. We changed what the page was actually offering - and cut cost per acquired patient by 41% with the same audience and the same spend.
Cost per acquired patient
−41%
Consult-to-treatment rate
47% → 72%
Average first-treatment value
+34%
Reviews per month
3.1×
01 - The situation
The category was loud, before-and-after-led, and selling a result. Wellness & aesthetics clinic were quieter and more careful, and were trying to compete on the same ground. The funnel was acquiring price-led patients who would book once, complain about results, and never return. The team was burning out servicing the wrong audience.
02 - What we did
We rebuilt the entire funnel around what the senior practitioner actually offered - slower, more conservative, more honest. The page stopped promising outcomes and started promising a conversation. The ads matched. The wrong patient stopped clicking. The right one started.
- Page rebuilt around the practitioner's voice - long-form, honest about what the treatments could and could not do.
- Booking flow gated by a short qualifying questionnaire, not a discount.
- Ad creative rebuilt to repel the price-shopper and attract the patient ready for considered work.
- Review and referral system installed - happy patients now produce the next ones automatically.
Patients weren't buying outcomes. They were buying somebody to trust.
03 - The outcome
Cost per acquired patient fell 41% and stayed there. The consult-to-treatment rate climbed from 47% to 72% as the qualifying step did its job. Average first-treatment value rose 34% as the right patient booked the right work. Reviews per month tripled - and reviews are now the leading source of new bookings.