The Challenge:
A leading vascular surgeon specializing in minimally invasive varicose vein treatments was seeking to grow their practice but faced significant hurdles:
- Limited Patient Awareness: Many patients were unaware that varicose veins could be treated non-surgically.
- Misconceptions About Treatment: Patients often viewed varicose vein procedures as cosmetic rather than necessary for health, leading to delays in seeking treatment.
- Low Conversion Rates: Despite generating inquiries, too many potential patients failed to follow through with booking appointments, missing out on the opportunity for health-enhancing procedures.
The Solution:
Asymmetry Insights implemented a precision social media marketing strategy, focusing on building awareness, educating patients on the importance of varicose vein treatments, and increasing conversion rates from inquiries to appointments.
- Health-Focused Messaging: The key to success was reframing the messaging. Instead of focusing on cosmetic benefits, Asymmetry Insights crafted campaigns that emphasized the serious health risks of untreated varicose veins—such as pain, swelling, and increased risk of blood clots. This new messaging helped patients realize the need for early treatment.
- Targeted Social Media Ads on Meta and YouTube: Asymmetry Insights launched a series of targeted ads on Meta (Facebook & Instagram) and YouTube, specifically aimed at women aged 40-65, a key demographic for varicose vein treatments. The ads highlighted the health benefits of minimally invasive treatments, included video testimonials, and encouraged immediate action through clear CTAs.
- TikTok Ads for Younger Audiences: To capture younger demographics who may have dismissed early signs of varicose veins, TikTok ads were used to share short, engaging videos that demystified the procedures. These videos emphasized how early intervention could prevent future health complications, creating a new stream of younger patients interested in proactive care.
- Consultation Campaign: A special free consultation campaign was promoted heavily on social media. The campaign positioned the consultation as a health check-up to encourage patients to come in for an evaluation. The consultation offer was an effective way to reduce friction and get patients to take the first step toward treatment.
- Interactive Website Assessment Tool: The practice’s website featured an interactive vein assessment tool, allowing potential patients to assess their condition and receive personalized recommendations. Leads who completed the assessment were retargeted with social ads, driving them back to book a consultation.
The Impact:
In just 6 months, the practice experienced significant growth:
- 60% increase in consultation requests, with a 50% conversion rate from inquiry to scheduled appointment, doubling their previous performance.
- Varicose vein procedures increased by 45%, driving a 30% revenue increase.
- Meta (Facebook & Instagram) ads accounted for 40% of new patient inquiries, while YouTube and TikTok ads contributed 25% of total leads.
- The interactive website tool was a game-changer, with 35% of users who completed the assessment booking a consultation directly through the website.
- With a $15,000 monthly social ad budget, the practice generated an ROI of 6x, translating into an additional $90,000 in monthly revenue from new procedures.
The Outcome:
By partnering with Asymmetry Insights and focusing on a precision social media marketing strategy, the vascular surgeon’s practice successfully shifted public perception and increased demand for varicose vein procedures. The focus on health benefits over cosmetic outcomes resonated with patients, driving more consultations and procedures.
The use of Meta, YouTube, and TikTok allowed the practice to meet potential patients where they spent time online, leading to predictable, scalable growth and a significant boost in revenue.
Through education, outreach, and personalized engagement, Asymmetry Insights helped transform inquiries into loyal patients, securing long-term growth for the practice.
By focusing on education and trust, the practice transformed patient hesitancy into a story of success and growth.