Boasting more top consultant dermatologists, doctors, nurses and practitioners than any other dermatology service provider, award-winning skin clinic sk:n is the leading national provider of skincare expertise. The brand approached Formedia for support with the launch of its 47th clinic, due to open in Plymouth, with the aim of raising awareness of its arrival in the city and attract new clients and consultation bookings. sk:n was in a unique position which saw it taking over an existing clinic with its own client base, and it was crucial that these were also retained.
We planned and ran a VIP launch event to build awareness of the clinic amongst key target audiences in the local area, garnering media attention and providing the team with a chance to build relationships with potential new customers – as well as reconnecting with and reassuring existing clients from the Hyde Park Clinic. We began to create a buzz and build interest in the clinic, promoting the brand’s ethos and the revolutionary treatments on offer by arranging to give a local reporter a sneak peek. We secured an online feature for the clinic which included video footage of the treatment in progress.
Leveraging community links and utilising our black book of contacts, we ensured that key influencers were in attendance on the day of the VIP launch event itself – including movers and shakers in local business and the media – arranging a photo opportunity which saw Olympic diver, Tonia Couch, cutting the ribbon to declare the clinic officially open. Offering mini-treatments and demonstrations on the day to showcase the clinic’s extensive range of treatments, the friendly team were on hand to provide advice and information, building relationships that saw attendees on the day keen to return for more.
As a direct result of the VIP launch event and surrounding media coverage, a number of lapsed clients from the Hyde Park Clinic have since returned for further treatment. A number of consultations were booked in for new customers during the event, with further enquiries and booking continuing to come in the days that followed. Though it is still in its first month, Plymouth’s sk:n clinic is now recognised as the leading provider of skincare and aesthetics advice and treatment in the city. Through establishing a continued presence in the local and regional press by placing interviews, reviews and features, we have ensured that the momentum continues to build, and that interest in the clinic is ongoing.