Client:
Valley Aesthetics Advanced Medical Dermatology
Marketing Lead: Lauren Blake, Director of eCommerce
Deliverables: Sales Page, Postcard Mailer, 3-Part Email Series
Goal: Convert post-consult, non-booking leads into paying clients with The Confidence
Primer
Read the individual deliverables:
Sales Page:
3 Emails:
Postcard mailer:
Valley Aesthetics isn’t another trendy med spa chasing clicks with filters and fluff. It’s where clinical dermatology meets personal restoration for women who want to look as vibrant as they feel.
Their services are precise. Their results are intentional. Their patients? High-achieving women with full lives, discerning tastes, and zero time for gimmicks.
Behind the scenes, Lauren Blake, Director of eCommerce, was reimagining what a client journey could feel like, digital-first, empathy-led, and built to convert without pressure.
“I bridge the gap
between in-clinic care and digital engagement. Our brand can't just push
offers. You have to understand the emotional stakes behind every CTA.”
— Lauren Blake, Director of eCommerce
The Confidence Package promised powerful, visible rejuvenation. It also came with a high price point, longer commitment, and the kind of all-in decision many women weren’t emotionally ready to make at their first consult.
Women came in for a free consultation, curious and open. They asked smart questions, imagined what was possible, and even said they were excited.
But when it came time to book, they paused because the leap felt too big.
To meet them where they were, Valley Aesthetics created The Confidence Primer, a lower-commitment, high-touch alternative that offered visible results, trusted technologies, and a smaller first step forward.
Still, creating a compelling package wasn’t enough.
“We thought the consult would close the sale,” Lauren said. “But without a solid follow-up strategy to turn warm leads into confident yeses, they disappeared.”
Without
consistent, structured re-engagement, even the most interested prospects
quietly faded into the background.
Lauren didn’t need another dashboard to confirm it. These were warm, willing buyers left hanging.
“In aesthetics, the story is everything. I knew we weren’t telling the right one.”
Late one night, a profile headline caught her eye on LinkedIn:
“Ryan Huber: The Health Copywriter Who Writes from Inside Your Buyer’s Head.”
She clicked.
“He wasn’t pitching hype,” she said. “He said, ‘I’ve been the buyer you’re trying to reach, skeptical, searching, looking for something real.’ That’s exactly who our patients are.”
Ryan had campaign-level thinking: regulatory aware, emotionally intelligent, psychologically sequenced.
Lauren knew she
needed a conversion mechanism. One that could reactivate the warm leads.
Ryan delivered a fully integrated re-engagement campaign, precise, cohesive, and focused on post-consult hesitation.
Three assets. One clear journey.
“It felt like someone picked up the conversation right where we left off,” Lauren said. “That kind of continuity builds trust. And trust converts.”
Even better?
“I didn’t have to
hand-hold. Every piece worked together. Every line had a job.”
When asked about the campaign performance, Lauren said, “Well, the first thing we looked at was how many of the women who came in for a consult, but didn’t book, ended up scheduling The Confidence Primer after getting the emails, sales page, and postcard.
That number jumped to around 17 to 21 percent. For context, the industry average industry for reactivating those kinds of leads is usually around 5 to 10 percent. So, we knew immediately, the campaign was speaking their language.
Next, we tracked ROI per lead. We wanted to see how much revenue we made for every dollar we spent on reactivating those leads with the Confidence Primer. That number came in between $11 and $14 for every $1 invested. That’s huge. It was all built on messaging, emotion, and the quality of the offer.
And the real kicker? Around 15 to 20 percent of the women who tried the Confidence Primer ended up upgrading to the full Confidence Package within 60 days. That tells us the Confidence Primer did exactly what we hoped: built trust, gave a real taste of transformation, and left them wanting more.
The campaign
worked better than we could have hoped.”
For the team at Valley Aesthetics, the Confidence Primer campaign changed how they looked at messaging. Where copy was a decoration before, now, it was a performance necessity.
And beneath the numbers?
“It brought back excitement
in what we do,” Lauren said. “It reminded us why we started and the difference
we actually make.”
If you’re a Director of Brand or Content at a health company, this case speaks directly to a big question:
“Can brand-first marketing drive bottom-line growth?”
The answer is, “Absolutely.”
This campaign re-engaged leads without gimmicks, discounts or compromising brand voice.
This is what
happens when you combine performance copy with strategic sequencing and
emotional intelligence.
I help brands like yours with buyer and strategy-aligned messaging, and full campaigns that move the needle without moving off-brand.
Let’s talk about how I can support your team.