humanswith.ai- Launch new brand positioning
- Shift perception of the procedure
- Enhance online reputation management
- Guide & support clients through decision-making
Cases · Archive · Healthcare · 2023
HFE Clinic
Agency-era case study (2023).
This case was first published on the previous humanswith.ai site between 2019 and 2025 — before the platform pivot. Performance, SEO, CRM, content, or growth work from that era. Modern AI-search cases (with per-engine Hermes data) live at /cases.
Project passport
Market Share and Audience Growth
Market Share Growth from October 2019 to October 2021: A 2x Increase from 7.6% to 16.9%
Key outcomes
- 2.6× website conversion improvement
- 100% increase in lead generation
- 60.76% net profit growth
- 2× online market share growth (7.6% → 16.9%)
- Second clinic launch enabled
Section 01
Growth in Profit, Sales Volume, and Revenue
Section 02
Challenges of Medical Niche Marketing in 2022
Staff unprepared for CRM implementation
Team lacked experience with customer relationship management systems.
Poor conversion of cold leads to consultations
Initial enquiries weren't converting into actual consultations and sales.
Client trust issues and procedure fears
Patients had concerns about safety and effectiveness of the procedure.
Fierce competition with market leader
Competing against established players and Turkish clinic alternatives.
Section 03
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Section 04
Roadmap to Success for HFE
Phase 1: Identifying Pain Points
We implemented the "Marketing Unit" framework – a complete business model decomposition across all advertising channels, visualized as a conversion funnel:
Market × Traffic × Converter × Sales Dept × Finance = Profit
Key Growth Levers Identified:
Lead conversion rate: Doubled from 1% → 2%
Sales conversion: Optimized to 18% (from unmeasured baseline)
Average ticket size: +30% increase implemented
Critical Challenges Addressed:
Patient trust barriers regarding transplant procedures
Competitive pressures from Turkish clinics & local market leader
System limitations: No CRM or cross-channel analytics infrastructure
Phase 2: Strategy Development & Brand Relaunch
Brand Transformation:
New Positioning: Shifted from clinical messaging to emotional benefit-driven approach
"Restoring confidence and youthfulness" (replacing medical jargon)
Technical Infrastructure
Deployed a CRM system with full-funnel analytics integration
Executed a complete website overhaul and advertising materials refresh
Patient Education Programme
Detailed breakdown of our HFE transplant methodology
Non-surgical approach emphasis
Phase 3: Scaling Operations & Growth
New Marketing Channel Rollout:
Social Media Relaunch (Instagram/Facebook)
Search Engine Reputation Management (SERM)
SEO Optimisation (🇬🇧 UK spelling)
Yandex Q Platform (Russian Q&A integration)
Hypothesis Testing:
400+ data-driven experiments conducted
Top Performing Solutions:
✓ Instagram AR filter for hairstyle simulation
✓ Influencer partnerships with medical professionals
✓ Humour-based educational content
Section 05
Results of Repositioning & Sales Funnel Transformation
Shifting to emotion-driven positioning and optimizing the sales funnel became decisive factors in achieving the client's strategic objectives.
+160% Website Conversion
2.6× improvement in lead conversion through strategic repositioning
+100% Lead Generation
Doubled the number of qualified patient enquiries
+60.76% Net Profit
Significant growth in business profitability
+98% Market Share
Online market share increased from 7.6% to 16.9% during project period
Second Clinic Launch
Successful opening of second Moscow location as result of business scaling
End of archived case
Want a modern case? Hermes data, not Google Analytics.
The modern cases at /cases use a different proof model: per-engine AI mention rate, citation tracking across the answer engines, and delta reports after every scan. Different category, different proof, different era.