1. Introduction & Context
Cabinet Azmi is a leading kinesitherapy and medical beauty center in a highly competitive market. Despite offering premium treatments, attracting new clients proved challenging due to high acquisition costs and price sensitivity.
The goal: Increase client bookings while maximizing lifetime value (LTV) through strategic Meta and TikTok advertising.
2. The Challenge (Pain Point & Problem Statement)
Despite Cabinet Azmi’s reputation for high-quality treatments, the center faced major hurdles:
- High Customer Acquisition Cost (CAC): Running Meta and TikTok ads for premium services led to a high CAC, averaging $95 per client.
- Low Initial Conversion Rate: Most potential clients hesitated due to the upfront cost of premium treatments, leading to a conversion rate of just 1.2%.
- Competitive Market: Competing clinics offered aggressive discounting, making it hard to stand out without devaluing the brand.
Category
Media Buying Meta/Tiktok
Clients
Cabinet Azmi
Location
Casablanca, Morocco
Led & Executed by:
Mohamed Chourouki
3. The Strategy & Execution (Step-by-Step Breakdown of Actions Taken)
Phase 1: The Hook – Low-Ticket Offer to Reduce CAC
- Introduced an Irresistible Entry Offer: We launched a “First-Time Client Special” at $9 (99 DH) for an express kinesitherapy session (normally priced at $50).
- Ad Targeting:
- Meta: Lookalike Audiences from past clients + interest-based targeting (medical aesthetics, physiotherapy, back pain relief).
- TikTok: Broad targeting + engagement retargeting for users who interacted with our educational content.
- Dynamic Creative Testing: A/B tested different ad angles (pain relief focus vs. beauty transformation) and optimized for highest CTR.
Phase 2: The Funnel – Retention & Upsell Strategy
- SMS & WhatsApp Follow-Up: Post-session, clients received a WhatsApp message offering a discounted premium treatment package, boosting LTV.
- Email Sequences: We set up a 3-part email series educating clients on the long-term benefits of kinesitherapy & medical beauty, nurturing them toward high-ticket purchases.
- Exclusive VIP Membership: Introduced a monthly subscription plan for ongoing treatments, increasing repeat bookings.
Phase 3: Scaling Winning Campaigns & Expanding Reach
- Retargeting Hot Audiences: We created Custom Audiences of:
- Website visitors who didn’t book.
- Users who engaged with video ads.
- Clients who booked the low-ticket offer but didn’t purchase upsells.
- Lookalike Scaling: We expanded to broader audiences by leveraging Lookalike Audiences of past purchasers (1%-5% similarity).
- TikTok UGC Content: Collaborated with micro-influencers to create authentic “client experience” videos that generated trust & social proof.
4. The Challenges & Roadblocks
- Compliance Issues: Meta initially flagged some ads for “medical procedure restrictions,” requiring ad copy revisions to comply with policies.
- Lead Drop-Offs: Some clients booked the low-ticket session but didn’t show up. We countered this by adding a non-refundable deposit requirement.
- Scaling Limitations: At a certain point, lead quality declined when we increased budgets aggressively. We solved this by refining retargeting and implementing audience exclusions.
5. The Results & Impact (Before vs. After Data Comparison)
Key Metrics Before vs. After
Metric | Before Campaign | After 15 Days |
Customer Acquisition Cost (CAC) | $95 | $28 (-70%) |
Conversion Rate | 1.2% | 4.5% (+275%) |
Client Bookings per Month | 85 | 280 (+230%) |
Avg. Client LTV | $210 | $640 (+204%) |
ROAS (Return on Ad Spend) | 1.1x | 4.3x |
6. Key Takeaways & Lessons Learned
- Low-Ticket Hooks Reduce CAC: Offering a low-barrier entry point helps convert cold audiences into paying clients, making it easier to upsell later.
- Retargeting & Nurturing Drives LTV: A well-structured follow-up sequence through WhatsApp, SMS, and email significantly increases repeat purchases.
- TikTok UGC Boosts Trust & Conversions: Client testimonials and before-and-after transformation videos performed 2.5x better than standard static ads.
- Scaling Requires Controlled Budget Increases: Sudden ad spend increases can reduce lead quality—gradual scaling with audience refinement is key.
7. Conclusion & Final Thoughts
By leveraging a low-ticket offer, high-quality retargeting, and a well-optimized ad strategy, Cabinet Azmi achieved a sustainable growth model that continues to drive new clients at a profitable rate.
With further investment in influencer partnerships and localized ad creatives, the clinic is now positioned to dominate its niche and establish itself as the go-to kinesitherapy center in the region.
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