The clinic opened its doors in 1992 and has grown under the guidance of Dr. Charles Cheng, who was one of the earliest physicians in BC administering non-surgical aesthetic procedures. Initially focusing on acne treatments, the clinic services has grown to involve injectables and RF-based therapies. In 2013, Dr. Kim Liew joined the clinic as the second physician on staff. Different from a majority of clinics, the philosophy of Skin Matters is one of medical professionalism, eschewing the glitz and glamour of new trendy medi-spa.
Skin Matters is an established and respected name in the Lower Mainland, but as the years have passed, Dr. Cheng could not help but be conscious of the changing dynamics of the industry. There is an influx of new practitioners and technologies, advances in marketing, and the changing demographics of those seeking treatment for acne (both teen and adult), anti-aging, and for preventative reasons. From these observations, Dr. Cheng decided to stay competitive he needed to reach this new market and brought in Dr. Selina Li to assist the clinic in moving forward with the market. Chobee was brought in to assist in the ‘modernizing’ of the clinic to reach this new and growing market.
As the original business model for the clinic did not include online marketing or promotions, Chobee created a campaign which included a dynamic combination of video, product, and WeChat. Chobee chose to feature ‘Mesotherapy by Volite,’ the newest offering in the Juvederm family of injectables that can only be administered by an extremely skilled physician such as Dr. Cheng. Chobee incorporated into the WeChat marketing campaign Dr. Cheng’s status as a Tri-Diamond injector, as awarded by Allergan.
With the creation of an advertorial video featuring Dr. Cheng and Dr. Li performing an injectables treatment, viewers would see Skin Matters in a new engaging modern light.
Utilizing all the above elements, Chobee created and facilitated a WeChat marketing campaign with Banner placement and a KOL Advertorial.
As the campaign is relatively recent, we have only immediate results from both the KOL Advertorial and the Banner placement. The Banners ran for 24 consecutive days. Each averaged 2,000 impressions which resulted in over 50K impressions in the timeframe. The KOL Advertorial garnered 5,645 readviews and the resulting bookings and consultations have begun. More time is needed to fully realize the results of the KOL and Chobee will update this space as we have details.
How Chobee Did It
WeChat Marketing: WeChat Pay, WeChat Social Post, WeChat KOL, WeChat Account Daily Management
* WeChat Account Daily Management is available to clients who sign a long-term contract with Chobee.