High-ticket, visually driven, and tightly regulated all at once. We market aesthetic and skin clinics on procedure-specific demand and a properly built consultation funnel, with before/after content handled to the compliance standard the category actually requires.
Aesthetic marketing sits between a clinic and a salon, and gets treated like neither. Ticket sizes are closer to a medical procedure (₹20,000 to ₹2,00,000+), but the decision is discovery-led and visual, the way a salon purchase is. Get the balance wrong and you either run compliance-heavy medical marketing that kills the visual appeal, or consumer-style ads that get an account flagged.
Three things true at once, and most agencies are built to handle only one of them.
| Dimension | What it means here | Where agencies get it wrong |
|---|---|---|
| High consideration | A ₹50,000 procedure is researched for weeks, often across multiple clinics, before a consultation is booked | Treating it like an impulse purchase, or under-investing in the content that builds trust before the enquiry |
| Visual discovery | Before/after results and process content drive the initial interest, closer to beauty content than medical marketing | Either too clinical to be discovered, or too casual to be credible for a real procedure |
| Regulatory exposure | ASCI, Google's healthcare policy and the Drugs and Magic Remedies Act all apply to before/after claims and outcome promises | Before/after content posted without the disclaimers and substantiation that keep an account and a clinic's reputation safe |
| Consultation-led funnel | Almost nothing in aesthetics is bought without a consultation first. The consultation, not the ad click, is the real conversion event | Optimising ad campaigns for clicks or leads instead of booked, attended consultations |
The clinics that get this right treat the consultation booking as the actual conversion event in every campaign, not a downstream metric checked once a month.
This is the content that converts best in aesthetics, and the content most likely to get an account suspended if handled carelessly.
Aayna, positioned around the science of beauty, and Isaac Luxe both operate in exactly this space: procedures that need to look credible and current, marketed honestly rather than with the exaggerated before/after claims that get accounts flagged industry-wide.
Get this section wrong and the cost is not a warning. It is a suspended ad account during your busiest booking season.
Procedure-specific, not category-generic. The search behaviour in aesthetics is unusually precise.
Someone researching a specific treatment searches the procedure name, not ‘skin clinic near me’. Generic category campaigns miss this entirely.
Qualifications, before/after portfolios and reviews are checked more thoroughly here than almost any other consumer category. Weak proof loses the sale before a consultation is even booked.
A consultation that does not convert to a booked procedure within days rarely converts at all. Follow-up speed and process matter as much as the ad spend that generated the enquiry.
A cross-section of the brands we work with. Ask us for references in your category on a call.
Ticket sizes and the decision process are closer to a considered purchase: weeks of research, heavy reliance on before/after proof, and procedure-specific search behaviour. It also carries specific compliance requirements around outcome claims and imagery that general clinic marketing does not always need to handle.
Yes, within each platform's health and cosmetic procedure policies. That means documented consent, no outcome guarantees in the copy, and imagery formatted to each platform's specific rules. Done properly this content converts extremely well; done carelessly it is the fastest way to get an ad account suspended.
Retainers typically run ₹40,000 to ₹1,20,000 a month depending on the number of procedures being marketed and content production needs, since before/after and process content require more investment than most other healthcare marketing.
Booked and attended consultations as the primary metric, with consultation-to-procedure conversion tracked separately. Ad clicks and leads are reported as diagnostic numbers, not results.
Yes. Search behaviour in this category is unusually precise, someone researching a specific treatment searches the procedure name directly rather than a generic category term, and the content and landing page structure follow that.
Tell us what's broken. We'll tell you whether we're the right people to fix it, and if we're not, we'll say so.