(Beauty & Aesthetic Clinic — Netherlands)
The Challenge
Van Dinteren Clinics operated in a highly competitive beauty / wellness market, where patient acquisition costs are rising and customers expect personalized, high-trust service. Though the clinic had strong reputation and satisfied clients, their marketing funnel was underperforming: many ad leads didn’t convert into booked appointments. The main challenge: how to shift from lead volume to predictable, high-quality bookings — all while preserving brand prestige.
The Strategy
We restructured their performance marketing through a business-first approach, guided by deep alignment with clinic goals. Key pillars:
- Discovery & Alignment
- Asked foundational questions:“How many appointments do you actually need per period?”
“What’s the maximum cost you’re comfortable paying per appointment (CPA)?” - This clarified the acceptable budget envelope and revenue expectations, allowing us to reverse-engineer the funnel.
- Asked foundational questions:“How many appointments do you actually need per period?”
- Audience & Segment Expansion
- Beyond Dutch-speaking clients, we identified a hidden growth segment: expats living in the Netherlands (English speakers) with purchasing power and demand for aesthetic services.
- Launched dedicated English-language campaigns and landing pages to speak directly to them.
- Intent-Focused Campaign Structuring
- Built campaigns around high-intent keyword clusters (e.g. treatments + location + “clinic”) rather than generic awareness terms.
- Segmented by geography, service type, and prospective client profiles (e.g. “first-time facial,” “anti-aging treatments,” “body contouring”).
- Tactical Optimization & Testing
- A/B tested ad copy, landing-page headlines, offers (e.g. “free consult” vs “discount introduce”) to maximize conversion.
- Monitored performance metrics daily; reallocated budget toward best-performing combinations.
- Adapted to seasonal trends and adjusted campaigns in real time to avoid inefficiencies.
- Budget & KPI Alignment
- Each campaign’s budget was tied to a target CPA, not arbitrary spend levels.
- Underperformed campaigns were paused or optimized; overperforming ones scaled, always with ROI guardrails.
The Results
2× the number of booked appointments within the first month
Significant improvement in cost-efficiency: many leads converted at or below target CPA
Opened a new channel via expat campaigns, bringing in clients who were previously untapped
More predictability and scalability in the booking funnel, allowing the clinic to forecast growth
What This Means
This example demonstrates how a combination of innovation, technology, and strategic marketing can help clinics like Van Dinteren Clinics thrive in an increasingly competitive beauty and wellness market.