Client: AK Clinics – https://akclinics.com/
Industry: Healthcare (Hair Transplant & Skin Care)
Locations: Clinics in 3 Major Indian Cities- New Delhi, Bangalore, Ludhiana (2 Clinics)
Directors: Dr. Kapil Dua & Dr. Aman Dua
Background
AK Clinics is a renowned chain of hair transplant and skincare clinics in India, known for its cutting-edge medical procedures and a strong reputation in hair transplant services. However, the company faced challenges in solidifying its position as a premium hair transplant provider and establishing authority in the relatively new domain of skincare. Additionally, AK Clinics needed to revamp its brand, streamline marketing communication, and build a structured marketing department to sustain growth.
Go4Growth Consulting partnered with AK Clinics to address these challenges and elevate the brand’s market position.
Objectives & Challenges
- Market Positioning:
- Strengthen AK Clinics’ position as a premium hair transplant provider.
- Establish authority in the skincare segment where AK Clinics was relatively new.
- Brand Communication
- To streamline the marketing communication for the company on the revised positioning
- Expand its communication into many more channels than just Social media
- Customer Engagement
- To help the organisation engage with leads better and nurture them to come back to the clinic for the services
- Consistency in communication
- To make the process of marketing consistent and not sporadic
- Marketing Department Setup:
- Build and structure a dedicated marketing department.
- Align teams to perform efficiently and effectively.
- Brand Revamp:
- Rebrand AK Clinics to better reflect its market positioning.
- Streamline and align marketing communication across all channels.
Our Approach
- Marketing Communication:
- Aligned AK Clinics’ communication strategy to resonate more effectively with customers.
- Ensured consistency in messaging across all platforms, reflecting the premium nature of the brand.
- Social Media Strategy Realignment: https://www.instagram.com/ak.clinics/?hl=en
- Set up a systematic approach to social media management, focusing on structured monthly posts, high-quality design, and thoughtful content that engages with customer challenges.
- Enhanced content creation to reflect AK Clinics’ expertise, including regular contributions from the directors.
- Content Marketing:
- Developed a comprehensive content marketing strategy that included videos and articles designed to address customer concerns and challenges.
- Emphasized content creation by both Dr. Kapil Dua and Dr. Aman Dua to build credibility and connect with the audience on a personal level.
- Lead Nurturing Funnels:
- Designed and implemented detailed lead nurturing funnels across email and WhatsApp platforms.
- Ensured continuous engagement with leads through thoughtful and relevant content.
- Building a Structured Team:
- Assisted in establishing a structured marketing department.
- Conducted regular performance reviews and provided ongoing support to ensure the team’s optimal performance.
- Webinars:
- Collaborated with the directors to host periodic webinars on important topics, enhancing audience engagement and positioning AK Clinics as a thought leader in the industry.
- Rebranding:
- Spearheaded the rebranding of AK Clinics by onboarding a branding agency and participating in detailed discussions regarding the new logo and brand positioning.
- Oversaw the alignment of all marketing collaterals, including brochures, the website, and presentations, with the new brand guidelines.
- Development of USPs:
- Worked extensively on refining AK Clinics’ brand communication and developing unique selling propositions (USPs) that set the company apart in all future communications.
- Launch of Grolocs Hair Care Products: https://shop.akclinics.com/
- Played a crucial role in launching AK Clinics’ new hair care product segment, Grolocs.
- Managed everything from branding to market positioning and product labeling, working closely with relevant agencies.
- Sales Team Alignment:
- Collaborated with the sales head to ensure the sales team’s presentations and communication aligned with the new marketing strategies.
- Doctor Alignment with Marketing Communication:
- Held monthly meetings with doctors across all clinics to align them with the updated marketing communication.
- Assisted doctors in creating more content and improving patient interactions.
- Training for Customer Service Team:
- Conducted full-day training sessions for over 35 customer service representatives and supervisors.
- Focused on improving communication skills, instilling passion in interactions, and ensuring they spoke from a position of strength.
Results
Through Go4Growth Consulting’s strategic interventions, AK Clinics has significantly improved its market positioning and brand authority in both hair transplant and skincare segments. The structured approach to marketing, rebranding efforts, and alignment of teams have resulted in a more cohesive and powerful brand presence. The successful launch of Grolocs has also expanded the company’s product portfolio, opening new revenue streams.
Client Testimonial:
“Go4Growth Consulting has been really instrumental in transforming our marketing approach. Gagan has helped us closely work on all the parameters which we aligned and over the one year of Consulting and building strategy, it has really helped us align our business the way we wanted. His expertise has helped us not only in redefining our brand but also in creating a strong connection with our customers. we do understand that it is still a long way to go for us, but we have seen significant changes in the past one year which have delayed the foundation of a great company and we couldn’t be more satisfied.”
- Dr. Kapil Dua & Dr. Aman Dua, Directors, AK Clinics
