CASE STUDY: EF MEDISPA

2
clinics supported
500,000
media coverage reach
Over 20
influencer visits
10,000
launch social media reach

THE BRIEF

As a team that loves to look as good as it feels, EAST VILLAGE. can often be found fantasising about a much-needed spa-break and researching (read: buying) the latest tech-backed skin products. Big on a beauty brand that’s rooted in science as much as it is aesthetics, we were approached by the country’s leading experts at EF MEDISPA to help launch clinics in Birmingham and Bristol.

Having earned a reputation as a ‘medispa for the stars’ in London, EF MEDISPA was keen to bring its award-winning treatments to the Midlands and South West, and we were tasked with helping them do this. Keen to build brand awareness, as well as a strong customer base in both locations, we were appointed to provide regional PR, local event support, social media management, affiliate engagement, and influencer marketing.

OUR APPROACH

The aesthetics industry can be a challenge to navigate as there is so much choice when it comes to treatments, practitioners, and disciplines. This means that any PR and marketing strategy needs to address ‘education’ first and foremost.

The notion of a medispa was a relatively new concept in both locations, so we needed to showcase EF MEDISPA’s credentials on a national and international level, to engage the right consumers who were looking to pay premium prices for treatments. The celebrity customer base was a great way to capture people’s attention, but profiling founder Esther Fieldgrass as a leading expert was an essential part of our communications. This was done through media profiling, interviews and Q&As, as well as signposting advice on social media and industry accolades.

When it comes to health and beauty treatments, the proof is in the pudding, so securing client ‘before and afters’ was a brilliant way to demonstrate the value of becoming an EF MEDISPA customer. Along with treatment spotlights, expert advice, and behind-the-scenes pictures of the team, this formed the basis of our social media content.

For both sites, bringing people through the doors was essential, so we supported with a launch at the Birmingham clinic, followed by a series of journalist and influencer treatment visits. In Bristol, which had already officially launched, we identified and engaged with key influencers who became local ambassadors.

Working together

EF MEDISPA had a central marketing team, who were overseeing the activity at both locations. Added to the teams on the ground, who were building local connections and in charge of day-to-day delivery. We wanted to ensure that we were working as an extension of both teams; getting to grips with the wider brand’s ambitions, whilst also understanding the strategy and challenges facing the local sites.

Key tactics

We dived into some audience mapping before crafting our approach for each location. Once we understood who we were trying to reach, we then created a month-by-month marketing plan that spanned PR, influencer engagement, reviews and gifted treatments, events, social media content, and potential partnerships. It was important for us to get the right mix of activity to suit; with Birmingham and Bristol having two very different offerings and customer bases.

Adding value

The expertise in-house, both at HQ and the local clinics, differed so our skills were required in different ways. In Bristol, for example, they’d already put a lot of work into events and influencer engagement, so we focused our energy on securing local media coverage and exploring potential brand partnerships. In Birmingham, however, a huge part of our work was engaging local journalists and influencers, through gifted treatments and on-site events.

Measuring success

We worked closely with the central team in London to ensure that the Birmingham and Bristol clinics were operating in synergy with the wider brand. This included tapping into the reputation of the clinic across the industry and showcasing its innovative services, through to finding regional brand and influencer collabs to expand the clinic’s local footprints. We didn’t have strict KPIs as they knew that regional locations were a lot different to London, but we did ensure that we kept a measure of success with our monthly reports and update calls.

RESULTS

Helping EF MEDISPA to get under the skin of its two new hometowns yielded impressive results with regional press coverage, influencer engagement, social media reach, and partnerships alike.

By working with both local press in each area, as well as a selection of bloggers and influencers, we were able to offer 20 personalised treatment plans to influencers, resulting in the brand being listed in publications including the Express & Star, Live 24 Seven, Birmingham Living, Dluxe Magazine, Business Desk, Midlands Business News – now UK News GroupWild & Grizzly and Bristol Property Live. This, combined with press releases and feature opportunity secured a reach of over 500,000 for the Edgbaston and Bristol clinics.

Furthermore, as per the initial aims, we also created a loyal local customer base for the Edgbaston clinic on social media, achieving an organic reach of circa 10,000 monthly in the launch period. This also drove sign-ups to the clinic’s marketing database, which we created copy and assets for monthly, to further encourage brand loyalty for the medispa.

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