Refreshed the brand image and helped attract new customers
The task was to build patient engagement from scratch through the website — to build trust, structure services, create a clear appointment booking process, and ensure steady growth in inquiries through the clinic's digital product.
Growth in online bookings
Reduction in application cost
User interactions
Website conversion into an application
We conducted a quick analysis of the market and competitors to select strong offers and build a website and advertising structure tailored to the real needs of patients.
Designing the clinic's website structure, page logic, and user scenarios — from initial contact to appointment booking.
Development of a clinic interface with an emphasis on calm perception, confidence, and a professional tone.
Technical implementation of a corporate website with high speed, stability, and correct functioning of registration forms.
We connected analytics and made decisions based on data and reports.
We started by researching the market, competitors, and demand to understand which services generate the most appointments and what barriers prevent patients from choosing a clinic. Based on an analysis of offers, prices, communication, and search queries, we developed positioning and hypotheses for the website and advertising.
In aesthetic medicine, demand is shifting toward provability and safety. We took into account compliance restrictions, a high threshold of mistrust, and a long decision cycle, so we focused on three drivers of registration: verification of qualifications and protocols, managing expectations for results, and reducing anxiety through a clear visit and post-visit scenario.
For 50% of people
cost becomes the key filter for selection
For 60% of people
fear complications or poor results
For 67% of people
make decisions based on rating and review sites
61% of men
73% of women
In the US, people report that they are dissatisfied with their appearance.
In the course of our work, we identified key factors that determine the choice of an aesthetic medicine clinic and conversion into an appointment.
Communication should be built around the patient's specific problem, not an abstract service. The more accurately a person recognizes themselves in the message, the higher their trust and willingness to sign up.
Not all procedures attract new patients equally. We have identified funnel entry services and check growth services so that advertising and the website guide patients along a logical path.
People choose a clinic not based on price, but on confidence in the outcome. They need proof of competence, safety, and a clear appointment booking process.
Rarely do people make an appointment on the first contact. A series of contacts is needed: advertising, website, content, reviews, and reminders.
Video explains things quickly, reduces fear, and shows the level of the clinic. It has a stronger impact on appointments than photos and text.
Patients trust people, not brands. That's why doctors and their expertise should be visible on the website and in its content.
We don't talk procedures, but rather understandable effects and sensations afterwards. This makes the offer clear and increases conversion.
Interest in procedures varies seasonally. We plan campaigns and content in advance for peak periods so as not to lose demand.
We analyzed how leading aesthetic medicine clinics in the US position themselves on digital channels and what messages they convey to patients.
Most players focus either on external effects and visual appeal, or on the number of services and breadth of areas covered.
At the same time, there is rarely a link between medical expertise, the safety of procedures, and how exactly the patient's life changes after treatment.
In the course of our work, we identified key factors that determine the choice of an aesthetic medicine clinic and conversion into an appointment.
We decided to build communication around the idea of conscious aesthetics, where beauty is presented as the result of precise medicine, rather than a promise, and where patients are shown the path to results through diagnostics, clear protocols, and monitoring at every stage.
Any research is valuable only when it helps make decisions.We studied not just demographics, but also patient motivation, their fears, trust triggers, and the logic behind their choice of clinic. This allowed us to see where exactly people get lost, postpone their decision, or go to competitors — and at what stages content and advertising should take on the role of a consultant.
On this basis, we have built a communication system where the clinic talks to the patient not as a salesperson, but as an expert who understands their situation.
Tatiana Баева
Targetologist
“We weren't looking for an abstract target audience. We analyzed real decision-making scenarios, from the first doubt to the repeat visit. When you understand what a person feels and fears at each stage, marketing ceases to be pressure and begins to work as support. This is what drives stable growth in medicine.”
We built the website strategy around the patient's intention to choose a clinic, rather than around researching the problem. The focus was on users who are already looking for a professional medical space, value the experience of specialists, and expect natural, predictable results — without aggressive promises or pressure.
The website structure did not take into account the differences between cosmetology and surgery, did not separate brand and service scenarios, and did not reflect the clinic's positioning as a space of natural aesthetics and high medical standards. There was no logic to the user journey—from the first touch to booking a consultation—which reduced trust and complicated decision-making.
The campaign did not take into account the differences between cosmetology and surgery, did not separate branded and non-branded demand, and did not reflect the clinic's positioning as a space for natural aesthetics and high professional standards.
Instead of a single universal structure, we built the website as a system of sections and scenarios, where each block is responsible for a specific patient intention. This simplified navigation, increased the clarity of service delivery, and helped logically guide the user from the first touch to registration.
No more sections than necessary to make a decision — but enough to ensure that each area of the clinic is presented accurately, professionally, and with the necessary level of trust.
We built the site structure around user intent rather than a formal division of services. Each section responds to a specific patient request and helps them quickly understand where they are, what the clinic does, and what the logical next step is for them.
A Clear, Intent-Based Website System
Make a confident first impression and build trust when people are getting to know your clinic.
These pages work as a confirmation point: users already know the name of the clinic or specialist and expect to see a clear, professional, and visually balanced digital presentation.
Maintain trust, retain warm interest, and create a first impression of a medical space with a high level of service.
These sections set the overall standard for the site: the tone of communication, visual rhythm, and level of accuracy, which is then maintained throughout all service and information pages.
The brand pages were designed as a digital extension of the physical clinic. We focused on structure, hierarchy, and clarity of presentation so that users would feel order, professionalism, and confidence even before interacting with the services.
Attracting patients interested in professional aesthetic cosmetology.
The sections of the website are structured around queries related to aesthetic dermatology and injection procedures. Only clinical terminology is used—no educational or informational content.
Attract patients who value natural aesthetics and make informed, rather than impulsive, choices about which clinic to choose.
Within the section, the pages are structured by category (injection procedures, skincare protocols, aesthetic dermatology), but are united by a common tone—the clinic as a space for careful, delicate work with appearance.
Separate positioning of the clinic's surgical department.
Surgery requires a different level of trust and decision-making, so this department was moved to a separate section of the website. This allowed us to build a more precise page structure, presentation logic, and professional tone.
To create a sense of a safe, professional choice for patients who are already considering surgery.
The content is presented in the most restrained and correct manner possible. The pages do not present results as promises — the emphasis is on medical culture, the experience of specialists, and the clinical approach. The sections include areas of plastic surgery and specialized fields.
Provide a confident local entry point and quick confirmation of clinic selection.
This section covers scenarios related to clinic name, doctors, and location. It acts as a confirmation point: the user already understands where they are going and expects to see a confident, professional presentation and quick access to booking.
Maintain trust, retain warm interest, and create a first impression of a professional space.
Requests include the name of the clinic, the names of specialists, combinations with the area and appointment format. The presentation of the pages is calm and accurate — like a sign at the entrance to the clinic, rather than an advertisement.
The clinic has achieved a stable and predictable digital presence in key areas—without compromising quality or diluting its positioning.
Tatiana Баева
Web Strategist
“Using user behavior data and on-site insights, we identified where people hesitated and what information they needed to make a decision. We rebuilt key pages and the conversion flow around clarity, trust, and the next logical step. As a result, the website started converting more consistently and supporting the clinic’s growth as a stable digital channel.”
We built the website interface as an extension of the clinic's philosophy—calm, professional, and confident.The design is not pushy or salesy, but rather conveys a sense of medical standards, clarity, and trust, helping users make decisions without stress or rush.
Growth in brand and navigation scenarios.Users began to return to the site directly more often, as the visual structure and logic of the interface increased the clinic's recognition and sense of stability.
Growth in the share of repeat and associated conversions.Users who had previously interacted with the site made decisions about booking appointments more quickly thanks to the visual consistency and predictability of the user journey.
Reduction in decision-making time.Thanks to visual logic, familiar interface patterns, and a clear structure, the journey from first touch to booking became shorter and more confident.
We initially defined the role of the interface: it should not be flashy and should not “sell the service.”
The design task is to create the feeling of a clinic that you want to return to when you have a real need.
The interface became a visual and semantic extension of the brand. We rejected aggressive accents, unnecessary triggers, and advertising techniques—instead, the site works through order, rhythm, clarity, and trust.
Tatiana Баева
Targetologist
“Using surveys and polls in content marketing, we identified audience needs and used this in targeting. Analytics allowed us to study online customer behavior and build a sales funnel. Thanks to this, we increased conversion rates on the site and grew the brand's audience”
We designed and developed a corporate website as the main tool for building trust and attracting applications.The structure of the website was built around real patient scenarios: from their first encounter with the clinic to making an informed appointment.
We have created a clean, premium interface with a focus on clarity of choice. Each key screen shows the next step, demonstrates the clinic's professional level, and provides quick entry points to consultation or appointment booking without pressure or overwhelming forms.
We created a catalog of procedures with logical navigation based on patient requests and treatment areas. We added filters, brief descriptions of procedures, indications and contraindications, links to specialists, and convenient access to consultations and appointments.
For clients:
careers@nexxagency.com
Account Manager
Thanks for subscribing!
This email has been registered!
