SKINMED - Scaling a Skincare Clinic’s Growth with Strategic Branding and Customer Retention

Industry: Medical Skincare and Cosmetic Center 

Primary Market: Clients in Vizag seeking advanced skincare and cosmetic treatments 

SKINMED by Origins is a medically supervised skincare and cosmetic center, offering a range of treatments with cutting-edge technology. Over three years, Twist has partnered with SKINMED to build a strong brand presence, drive clinic expansion, and maximize customer retention. 

Challenge 

When Twist began working with SKINMED, the clinic faced modest foot traffic, limited brand recognition, and a nascent customer base. Monthly revenue was in the low lakhs, and the clinic attracted only 3-4 daily walk-ins and 5-8 appointments. Twist aimed to build SKINMED’s brand visibility, enhance its online and offline presence, increase walk-ins, and develop strategies for both customer acquisition and retention. 

Goals 

• Increase revenue, walk-ins, and daily appointments to build a sustainable client base. 

• Expand SKINMED’s brand presence across Vizag and enhance local brand visibility. 

• Develop customer retention strategies to build loyalty among premium clients. 

• To design beautiful wall branding for their new clinics 

Twist’s Strategy and Approach 

1. Branding and Citywide Marketing Initiatives: 

Twist focused on creating a recognizable brand presence for SKINMED by implementing strategic citywide branding. This included advertising on traffic signages and No parking boards to increase local awareness and an influencer marketing campaign that drove higher client attraction and retention. 

2. Social Media and Content Strategy: 

Twist developed a cohesive branding and marketing strategy for SKINMED’s social media, including YouTube- creating content and designs that showcased their advanced treatments and highlighted client testimonials and also put Dr Sriteja as a highly regarded consultant for skincare. This consistent online presence helped to position SKINMED as a trusted skincare clinic, fostering a strong following and client engagement. 

3. Customer Retention and Experience Optimization: 

Twist led initiatives to enhance SKINMED’s customer retention by analysing patient feedback and understanding pain points across the treatment journey. Based on insights, Twist introduced solutions to improve customer experience from sign-up to the completion of multi-session packages, increasing client satisfaction and loyalty. 

4. Product Upsell Strategy: 

When SKINMED launched new charcoal-based skincare products, Twist implemented an upsell strategy targeted at existing clinic visitors. This approach minimized marketing expenses associated with product sales, improving profit margins by nearly 80%. By offering these products as add-ons during appointments, Twist tapped into an existing customer base for higher conversion rates. 

5. Loyalty Programs and Premium Client Retention: 

Twist developed loyalty programs for SKINMED’s valued clients, including exclusive communications about new products, personalized service offerings, and premium treatment packages. This strategy resulted in a 70% increase in retention among premium customers and a 20% increase in new premium client acquisition. 

6. Designing Branding Wallpapers: 

Twist has designed wallpapers based on the customer insight data gathered at Skin Med old clinics to ensure that the walls beautifully convey the procedures, and important takeaways while sitting out of their waiting area.  

Key Deliverables 

• Branding and Marketing Strategies 

• Social media content and design 

• Customer retention and Competitor analysis 

• Events and Launches of the new branches 

• Product launch and sale strategy 

Results 

1. Revenue Growth: Twist’s strategies helped SKINMED’s monthly revenue surge from a few lakhs to 1 crore. 

2. Increased Foot Traffic and Appointments: Daily walk-ins increased from 3-4 to 15-20, and daily appointments rose from 5-8 to 40, demonstrating Twist’s impact in driving new and returning client interest. 

3. Expanded Presence with New Clinics: The success enabled SKINMED to open two additional clinics within Vizag, amplifying its local footprint. 

4. Customer Loyalty and Retention: Premium customer retention improved by 70%, and premium client inflow increased by 20%, thanks to the loyalty programs and retention strategies Twist implemented. 

Key Takeaways 

Through targeted branding, strategic marketing, and a focus on customer retention, Twist helped SKINMED achieve rapid growth and establish a strong market presence. The success of Twist’s product upsell strategy and loyalty programs further solidified SKINMED’s client loyalty, while expanding its footprint in Vizag with additional clinics.