Not only do practitioners vary greatly in training and experience, the beauty industry now offers services and procedures best delivered under a doctor’s supervision. Plastic Surgery Center’s new tagline says it best: “You Can See the Difference.”
Our rebranding builds on the center’s nearly five-decade-long plastic surgery track record, onsite surgery center and reputation as a proven, safe option. But our outreach is anything but clinical. The dead-on-gorgeousness of our visuals captures attention. Friendly copy envisions a path to vitality and confidence. All by looking as good as you feel. Creating your version of beautiful.
To generate adequate reach for our creative, we ran targeted five-second spots on local TV news, issued a direct mail to women aged 35-70 in key zip codes, scheduled full-page ads in a popular local women’s magazine and proposed digital billboards at key locations. We leveraged behavioral targeting so when health-conscience women in the center’s service area were online, Plastic Surgery Center messaging appeared. We used banner ads, a pay-per-click campaign and Facebook ads. Offer-driven email campaigns provided dynamic, trackable outreach. The campaign generated a click-through rate exceeding the national average. Anecdotal feedback from customers was likewise positive.