Alma Lasers are a manufacturer of world leading laser aesthetics technology, providing devices to clinics so they can treat a number of health and beauty indications. Alma's technology was previously sold by a subsidiary in the UK market. Alma took the strategic decision to relaunch their presence in the UK market by developing a HQ and a wide array of industry events. They needed a partner to both support their work with clinics and their own brand communications.
Here's how we did it
Discovery and insights development
Curated used second/third party research and insights to understand the beauty and aesthetics space and specific consumer motivations, attitudes and behaviours when evaluating options within the space. This data was enriched with search and social behavioural intelligence.
Based on this gathered intelligence, Curated created four paid profiles for content development and paid media targeting, focused on the three core products that Alma Lasers offered.
Creative and media planning
After the research phase was conducted, the planning phase began. The research allowed us to plan in a range of creative based on a number of criteria:
- FAQs
- Indications
- Pain points
- Benefits
- General lifestyle imagery
A suite of creatives was created across the three core Alma devices that the clinic could use across their website and social media imagery. The planning also aided the development of bespoke clinic creatives that could be used across media campaigns.
Before Curated commenced their lead generation activities, a core structure and templates were put into place to allow for scale.
Lead generation
One of the primary goals of the process was being able to be in a position to deliver incremental leads on behalf of partner clinics.
As part of the process we helped partner clinics with a number of initiatives, including:
- Analytics integration
- Landing page development and copy
- Google Ads account creation
- Meta ads creation
- Live reporting
As the project developed we were able to identify the best routes to lead generation on behalf of clinics, with a larger amount of spend pivoted towards Meta channels.
We were also able to leverage learnings from lead generation activity on the brand side of the project, where we used several channels to drive clinics leads on behalf of Alma.
B2B to C
This co-joint activity allowed us to establish a B2B-C model. With the increase of paid media activity towards consumers and clinics, this drove more awareness and visibility of the Alma brand.
This pincer approach has allowed for the development of a new model to drive increased value for the Alma brand by developing symptom, treatment and device awareness, with Alma positioning themselves as a solution to both consumers and brands alike.
The model is also scalable and repeatable, which has enabled for clinics and consumers to consider Alma as the brand of choice within the laser aesthetics market.