MedSpa Partners Landing Pages
Goal: Optimizing monthly landing page conversions with segmentations and personas
Role: UX/UI Design, Web Implementation Using HubSpot
Year: 2024
Background
MedSpa Partners (MSP) is a company that acquires leading medical aesthetic clinics throughout Canada and the USA. As part of their marketing support, our web team created landing pages to accompany promotional emails for up to 20 unique brands each month.
The Problem
As the number of medical aesthetic acquisitions continued to rise from MSP’s launch in 2020, our team realized that the one-size-fits-all model we had been using in our marketing strategy was no longer working. With 20 clinics requiring marketing support, it became clear that we needed to established clinic segments based on location and demographics to optimize conversions to the landing pages I was lovingly creating each month.
The Solution
The Ops Team identified three clinic segments based on demographic data: Urban Established (well-established clinics in an urban location), Small Suburban (clinics in the suburbs, usually located in a strip mall), and Comprehensive Derm (clinics whose patients had initially come in for a medical dermatological issue). My team conducted interviews with clinic managers for each of these segments, and synthesized the information they provided into patient personas.
Once these personas were identified, we brainstormed how to restructure our monthly landing pages to optimize their appeal for each segment.
My Role
After conducting the interviews with my team, my colleague and I were responsible for creating and presenting patient personas for each clinic. Afterwards, the leadership team and I brainstormed how to use this information for optimized landing page layouts. With the promotion (a CoolSculpting promo), I designed the layout and worked with the email team to nail down a consistent look and feel. I was solely responsible for creating the landing pages in HubSpot, and reproducing them for each individual clinic, based on their segmentation.
NOTE: Because of the time-sensitive nature of the landing pages I was producing and having to get 20 landing pages out the door on the first Monday of each month, I typically did not wireframe or ideate the pages in a formal way. Usually, I would lay out the page directly in HubSpot and send over to my manager for initial review. I would continue to iterate based on her feedback until it was ready to go into production.
Patient Personas
Comprehensive Dermatology
This segment of clinics can be located in the suburbs or city centers. Majority of Comprehensive Derm patients were initially referred to the clinic to treat a medical concern, but converted to cosmetic treatments through exposure at the clinic & recommendations by their treatment provider. For this segment, we named our persona Derm Diana.
Small Suburban
This segment of clinics are located outside the city center, in suburban communities. Patients typically choose these locations based on proximity, convenience, and value. Generally speaking, the suburban patients engage is more routine treatments (like laser hair removal or neuromodulators) with a lower average cheque. For this segment, we named our persona Suburban Sally.
Urban Established
This segment of clinics are located in urban city centers. Typically, these clinics run an established business and are known to be destination clinics by way of their influential doctors. The urban clientele are often loyal and engage with 360-degree treatment plans. Financial restrictions are less of a concern with this patient base, so these clinics tend to have a higher average cheque. Based on our interviews, we discovered that in urban clinics there are two distinct types of patients. The first type of patient is a busy and successful professional who lives and works in the city center (Metropolitan Margot). The second is a wealthy, elite patient who travels into the city to seek treatments from the platform’s high-profile doctors (Luxurious Lise). For this reason, we created two personas for this segment.
Landing Page Production
Once the personas were approved for landing page production, I created three landing page templates in HubSpot. These were ultimately pared down to two templates, one for Small Suburban clinics, and one for Comprehensive Dermatology and Urban Established clinics.
Small Suburban
Based on the patient persona for Small Suburban clinics, the landing page template was laid out with the following in mind:
Comprehensive Derm & Urban Established
Based on the patient personas for Comprehensive Derm and Urban Established clinics, the landing page templates were laid out with the following in mind:
My UX/UI Bootcamp experience had a huge impact on the landing pages I was designing each month. I pushed hard to prioritize segmentation and user research, recognizing how valuable it was to interview patients, analyze their spending habits, and truly understand their needs. This approach transformed the bulk marketing we were doing, making it far more targeted and effective. Not only did the research enhance our strategy, but the design itself also improved significantly, showing clear growth from the work I was producing before the Bootcamp.