Kbapel, Hair Restauration
A hair restoration clinic requires specific alignments and faces various challenges to enter the Canadian, American, and Mexican markets from a marketing perspective. Here's the success story and journey of Kbapel Injerto Capilar.
Introduce a Mexican Clinic into the US and Canadian Market
Kbapel is a hair restoration clinic in Mexico City's luxury Polanco neighbourhood, looking to attract patients from Mexico, Canada and the USA. Its main challenge was competition from Turkey and non-certified clinics or clinics where no doctors were doing the procedures based on law loopholes at that time, where procedures were much cheaper.
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Despite misconceptions, Mexico has a strong regulatory framework for hair treatments, with strict compliance requirements akin to HIPAA and additional protections under the LGPDP. Permits from COFEPRIS, the health regulatory agency, can take a long time.
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Kbapel holds key certifications, including membership in the International Society of Hair Restoration Surgery (ISHRS). Over six years, we analyzed CRM implementations and booking management with ZOHO CRM to enhance sales and client acquisition.
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To address these challenges, we recommended more straightforward SEO tactics and SEM, emphasizing the need to maximize the value of every lead to ensure profitability.
Lead Generation Campaign
Before expanding its operations to the United States and Canada, KBAPEL embarked on a three-year lead generation campaign. Recognizing Turkey as its primary destination competitor, the clinic developed a strategic plan to overcome this challenge. The key focus of the campaign was to highlight KBAPEL's extensive experience and unique ownership structure, where the doctors themselves performed the procedures, guaranteeing exceptional quality and customer satisfaction.
Strategies Implemented
We developed a keyword strategy for a bilingual website, addressing the different concerns of consumers in Mexico, the U.S., and Canada. The price was the primary pain point in Mexico, while travellers from the U.S. and Canada focused on safety, reputation, and English-speaking staff.
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To tackle these issues, we optimized the website and implemented offsite SEO strategies, including guest posts, blogs, and reviews on different locations, showcasing the results consistently on every channel. Updating their Google Business Profile with reviews and a proper description highlighted our professionalism and the area's safety, showcasing it as one of the safest destinations on the continent.
We also tested ads in other states and compared the ut coms in cost per adqusión to reduce the cost and the possibility of no-shows because of competitors or location.
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We aimed to instill confidence in potential patients seeking hair restoration. We provided guides to local activities to ensure they had a fulfilling experience, even when visiting with friends or partners.
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Podcasting is also an initiative that we have undertaken, and we can proudly say that Kbapel is the only clinic with a human-generated content for a podcast. Since 80% of our customers are domestic clients, this initiative was conducted exclusively in Spanish. It continues to be a valuable part of our sales assets because it was created based on frequently asked SEO-related questions concerning our procedures.
Patient Growth Analysis
Prior to implementing our strategies, the clinic averaged 7–8 patients per month. Following the integration of our marketing initiatives, this number increased significantly to an average of 12–21 patients per month. Notably, 70% of the new patient acquisition is attributed to SEM campaigns, while the remaining 30% results from a combination of SEO efforts and patient referrals.
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