Summary
The Inurskn success is about consistency of strategy. The brand's consistency in communication strategy (Doctor led Clinic where we leave nothing to chance) and the brands intent to stay the course irrespective of headwinds is remarkable. That is yielding success as the brand keeps growing forward, of course in terms of the number of appointments and high-end treatments, but also in terms of the brands profile.
Challenge
Inurskn is a Skin and Hair Clinic, founded by a Dermatologist. It's located in the Central Suburbs of Mumbai and competes with other branded & local skin, hair, beauty parlours on one side and hospitals & practicing Dermats on the other. Inurskn was a nascent brand when we got together 3 years ago. There were a number of competing brands and offerings in the neighbouring areas around Inurskn. It's a crowded market with consumers ranging from very careful about their skin and hair to people who would switch for saving money. The consumer attitude also varies by the type of treatment that they are seeking – the attitude being very different for threading or hair-cuts and quite another for high end skin treatments. Consumers also keep shifting from one parlour or clinic to the other depending upon mood, availability, whim whatever, except in the case of high risk treatments.
Objective
When we started working together 3 years ago – the Inurskn brand & the Doctor Brand were both nascent. Our goal was clear, to build a profitable long term business which would have a regular & assured clientele. To do that we needed to ensure a consistent footfall of people with a significant percentage of them being high value treatment buyers. The digital advertising focus was to ensure that we got enough footfalls through advertising the high frequency – low value ailment areas (with the hope of upselling them) AND footfalls for high value treatments. We have been doing this successfully through SEO, SEM and other related strategies. But beyond that we needed to build a brand that people would respect, trust and refer above the national chains, hospitals or local beauty parlours. And over time build a brand that could potentially be franchised out.
Strategy
We had one key thing going for us as Inurskn. Which was the power of having a high quality Doctor supervised Clinic. This was not available at the National chains which had newbie Doctors if they did have one or the local beauty Parlours which didn't have one at all. And Hospitals isn't where people go for skin and hair treatments unless the issue is dramatic. We decided that we would leverage this differentiating aspect about us to build a more trusted relationship with patients & consumers. We started leveraging this fairly early in the brand's life-stage. We gradually started building the Doctor's profile along with the clinic's profile. And much of our communication tried to use the point that at Inurskn your treatments are personally supervised by Dr. Sejal Saheta. This led to us creating videos with Dr. Sejal Saheta advising on the use of different products, handling of different ailments, how to look after your skin during different seasons, etc. This was supported with videos and social media posts which talked about the quality of equipment, treatments & Doctor supervision available at Inurskn.. All of this built up to our main thematic video which was themed – ‘We leave nothing to chance'. Which essentially proclaimed that at Inurskn every little treatment is supervised by Dr. Saheta and that ensures that you get the very best and right advise and treatment. And when it comes to your skin and hair, if you know what's good for you – you shouldn't leave things to chance. The campaign is supported with Social media presence, Google search and YouTube ads, Facebook, Instagram, SEO, etc.
Data
Inurskn is a retail business and therefore, we have access to all forms of store level data tracked on a CRM system. Additionally the data sources include all digital data including – Google analytics, Keyword data, SEO data, Social Media data etc.
Solution
The idea was built around the functional truth that we had a skin and hair clinic which was Doctor led. The highly qualified and respected Doctor supervises every treatment and procedure. Our creative approach was built around this functional discriminator. We just laddered it up to say ‘We leave nothing to chance' – because the Doctor is there to check every step.. (The main video creative is enclosed.)
Results
The impact that we have brought in to Inurskn has had a 3 year journey. A journey which has involved web presence strategy, SEO, SEM, Social, Display, Video, Influencer marketing et al. Supported by a move into a more spacious and well finished clinic as well. And there have been significant changes to the footfalls, the repeat usage and the move towards higher value treatments. There was a growth in footfalls of over 30% between 2022 and 2023. (This is as per clinic data) The Volume of Branded searches for Inurskn have also grown 30 fold between April 2020 and August 2023 – showing the growth in the brand's general awareness.
