21 consults in 1 day using our Focus Day strategy

Successfully marketing a premium treatment requires more than proving demand: it needs understanding exactly who that demand comes from. Sandy at Beauty Studio MediSpa spoke to us after experiencing mixed results with paid marketing for Sofwave, a high-ticket treatment that was already performing well through warm channels. We’ve previously worked with Sandy on demand generation for other devices, but not Sofwave. The opportunity was clear: refine the strategy so paid efforts could attract the same calibre of patient, time and again.

Problem – plenty of demand, little direction

While internal marketing confirmed strong interest in Sofwave, previous paid campaigns for new patients were generating low-quality enquiries that consumed valuable time without translating into bookings.

As a single-session, premium treatment, Sofwave relies heavily on patient trust and education. So broad targeting and generic messaging meant only one thing: that the campaigns were reaching audiences who were unlikely to convert, creating unnecessary friction for Sandy and her team.

However, data always comes to the rescue: past enquiry data revealed an important pattern showing that the patients who did convert were consistently women aged 45+. The challenge therefore was not to create demand, but to laser focus it.

Solution – demographic clarity & educational positioning

Having collaborated with us on previous Focus Days, Sandy was already familiar with our structured approach. So we began by analysing historic Sofwave enquiries together, which allowed us to confidently identify the demographic most likely to engage and proceed with treatment.

Then, it was time to apply what we knew, strategically.

We reduced the audience size and built the campaign specifically for women aged 45+, ensuring that both messaging and creative reflected their concerns, expectations, and motivations. Education became a central pillar: we were positioning Sofwave not as a treatment, but as a considered investment in long-term skin quality.

Alongside campaign development, our weekly check-ins and hands-on CRM support ensured the process remained streamlined. Managing the campaign felt straightforward for both teams, allowing Sandy to focus her attention where it mattered most: speaking to motivated, well-informed patients.

Because effective marketing should simplify operations, not complicate them.

Outcome – high conversion, low friction

The campaign delivered both efficiency and performance:

• 35 enquiries generated
• 21 bookings secured
• 90% conversion rate
  
  

Such a strong booking ratio is a clear indicator that the messaging, content, and targeting were working in harmony.

Sandy noted that every pre-event call felt productive, with patients arriving informed, engaged, and ready to move forward. Just as importantly, she spent significantly less time filtering unsuitable enquiries, which was a marked shift from previous paid campaigns.

In a four-week period, the clinic achieved an exceptional volume of bookings through a campaign that prioritised precision over reach.

Why it matters

Growth is rarely about speaking to more people, it’s about speaking to the right people with greater clarity.

By aligning demographic insight with educational messaging, this Sofwave Focus Day showed how a laser focused strategy can produce stronger outcomes, reduce operational strain, and elevate the overall patient journey.

For us, it also marked a meaningful milestone: our first Sofwave Focus Day as Wave delivered exactly what a strategic campaign should: a confident client, a streamlined process, and patients who were already aligned before walking through the door.