At a Glance
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Practice: Cosmetic dermatology
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Market: Metro + affluent suburbs
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Ad spend: $25k/month
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Timeline: 90 days
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Stack: MMM + service line profitability analysis
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Primary challenge: Too many low-margin acne patients
Key Insight
More leads weren’t better — better leads were. MMM gave clarity on which services delivered real ROI.
Problem
The practice’s ad spend was dominated by acne campaigns. These filled appointment slots but generated low margins, limiting profitability and crowding out more lucrative cosmetic treatments like laser procedures and injectables.
Approach
We conducted profitability analysis across service lines. Marketing budgets were rebalanced toward laser treatments and injectables, supported with new creative. Acne campaigns were scaled down to reduce low-value inquiries and free spend for higher-margin services.
Results
Cosmetic revenue grew 47% and overall ROI lifted 33%. Lead volume dropped slightly, but patient value rose significantly. The practice transitioned from chasing volume to building long-term profitability and stronger patient lifetime value.
Benefits
1
Service Line Clarity That Drove Focus
MMM broke down profitability by service type, revealing that acne was a low-margin trap while cosmetic services drove 3× ROI. This gave the practice a data-backed reason to change strategy.
2
Budget to Margin for Maximum Impact
Reallocating budget to high-ROI cosmetic treatments ensured every dollar spent had a higher return. This not only grew revenue but also improved efficiency, making marketing less risky.
3
Sustainable Growth Without More Spend
By focusing on high-margin patients, the practice was able to double profitability without raising its budget. This sustainable growth model built confidence in long-term expansion.