Rapid Scale, Dramatic Results
Scope of Work
Beautifying the World One Doctor at a Time
Aesthetic Medical Educators Training (AMET) offers specialized medical aesthetics training for nurses and physicians in the areas of botulinum toxin/dermal filler, sclerotherapy, microdermabrasion/chemical peels, and advanced BOTOX/dermal filler. Since 2003, they’ve trained thousands of medical professionals to provide therapeutic aesthetics to support the needs of their medical and dental patients.
Competing With Highbrow Companies
AMET wanted to scale their operations to compete with major aesthetics training companies who invest hundreds of thousands of dollars each year in marketing. It was an audacious objective for a small company, but they knew the first step was overhauling their approach to digital advertising. They reached out to Divining Point to help them beat the big guys (and gals).
A Marketing strategy facelift
The initial request from AMET was a small one. They needed someone to review their existing ad setup and keywords strategy and simply do a one-time cleanup. Divining Point frequently provides single serving overhaul support to give companies a fresh start with their digital advertising.
We dedicated two weeks to reviewing competitive research, keyword analysis, bid structures and ad copy. We removed hundreds of outdated ad campaigns and set proper targeting to give AMET’s ad strategy a new direction. When the engagement was complete, we consulted with the client to inform them of how to manage their own dashboard on their own.
Looking at the last two months of 2018 versus the first two month of 2019 when our campaign was fully executed and optimized accordingly, AMET saw audience engagement increase 49% in sessions and 58% in pageviews. Ecommerce revenue increased 92% and e-commerce conversion increased 25%, while transactions increased 86%.
Following this short engagement, AMET hired Divining Point to handle their digital advertising services as their exclusive marketing partner. Since that time, we have increased year over year revenue, campaign performance, and brand awareness. Our work helped them compete with larger medical aesthetic training institutes across the United States and even allowed them to gain share of impressions against larger pharmaceutical companies who manufacture brand name treatments such as Botox, Jeuveau, and Xeomin.
Since 2019, Divining Point helped them grab market share and increase revenue using a strategy for digital advertising that reached the contiguous 48 states. AMET holds training in 50 cities across the US, including Texas, California, New York, and Florida, which are highly competitive markets.
Our goal has been to focus on steady growth in keyword and campaign Click Through Rate (CTR) to increase direct traffic to the AMET website. Whereas average CTR for keywords across all industries sits at around 2%, Divining Point achieves CTRs ranging from 9% to as high as 34%. This allows AMET to successfully bring qualified traffic to the website even in the off chance that impressions are low or when larger competitors (like pharmaceutical companies) throttle up their ad budgets.
Even during the Covid lockdowns in 2020 from March to May, AMET continued to see steady sales for online and virtual aesthetics training. This was made possible by targeting a well-defined audience and by relying on behavior-based marketing strategies to attract doctors, dentists, nurses, and aestheticians.
From 2019 to 2022, Divining Point has grown average monthly revenue by 500% and allowed Aesthetic Medical Educators Training to rapidly scale their operations.