The beauty, aesthetics and wellness industries are filled with patient case studies, “before and after” photos and impressive “real life” stories. Sharing success through well written case studies is a proven PR and marketing tactic to engage audiences and stimulate demand for products and services. For audiences (i.e. prospective patients), a case study is a great medium to learn about a process (i.e. aesthetics treatment) in a clear and compelling way. For brands, bookings are likely increase when your target audience has a better understanding of what you do and is assured of the quality of your offering via a case study.
At Kendrick PR, we believe that one of the best ways to showcase your brand is through captivating case studies and in this article, we explain how to write a patient case study and utilise it within your brand’s PR and marketing strategy.
What is a case study?
A case study is the analysis of a particular instance (or “case”) of something to demonstrate quantifiable results as a result of the application of something. NB. The “case” may be a person, groups of people, events, operations, and processes.
Case studies are widely used in marketing to outline a problem faced by customers and to also share the solution that a brand has provided. The main purpose of a case study is to act as social proof to buyers who use the information to determine whether they’re making a good choice. In an industry such as aesthetics where consumers conduct research before purchase, they are a valuable marketing tool.
The benefits of patient case studies for brands
Case studies for brands are essentially a method of storytelling, it’s your opportunity to remind customers of a problem and then explain how well you can solve this problem by sharing an example. Many brands in the aesthetics, beauty and wellness industry are sharing case studies with their target audiences on their social media channels, website and more. Below are the key benefits of sharing patient case studies:
- Build trust! Case studies act as social proof to give customers confidence in the quality of your brand and its products and services.
- Capitalise on positive patient experiences and strong clinical results.
- Optimise the patient decision making process and improve sales conversion rate.
- Help to build your reputation as an expert or specialist within your field.
- Stand out versus the competition with unique success stories.
- Boost the educational content within your marketing and PR strategy.
Brands without compelling case studies are less likely to progress potential new customers past the research stage in the purchase funnel.
The benefit of patient case studies for consumers
A case study can be the be the key deciding factor for customers before they make a purchase, particularly when it comes to trying new brands, products, and services. When a potential patient reads a case study featuring an endorsement from another patient, they will feel they can trust the brand and have confidence in the quality of their offering.
Where can brands use case studies
Patient case studies fulfil important roles for aesthetics, beauty, and wellness brands when utilised in a wider marketing and PR strategy. As they are such effective marketing tools at building trust and aiding positive decision making amongst customers, our beauty PR experts recommend they are featured in a brand’s:
- PR outreach such as press releases and event invitations.
- Marketing materials such as brochures, posters, and website.
- Clinical work such as clinical research presentations and papers.
- Training materials for your clinical and sales teams.
- Social media channels – this is a great environment to get creative with images and video to really bring your case studies to life!
How to write a quality patient case study
Preparing a great case study takes time and effort – a simple before and after photo set is not compelling enough in the hyper competitive aesthetics, beauty, and wellness industry. Captivating case studies are a high quality creative brand asset that you can use time and time again to attract and convert new customers, below are our top tips to help you write a quality patient case study:
- Set the scene: What are your objectives? Do you want to demonstrate a particular treatment effect or product benefit? Who is the target market? Start to list out potential case study campaigns and begin matching potential candidates for each.
- Recruit the right case study: Work with existing patients and customers where you have an established rapport and relationship. Bring the topic of a case study up at the end of a consultation or at a second appointment and highlight what you’re looking to do. Be clear from the outset by sharing examples of what a case study could look like, planned usage and which aspects of their treatment you’d like to include and why. NB. This is the perfect time to secure their written consent.
- Tell the story: Write about and capture photos of key moments before, during and after. Consider the problem that patient had, the treatment or product you recommended and the results and solution that you created.
- Include before & after photos: Take high quality, well-lit and easily comparable photos of each patient before and after. Photos must appear like-for-like in terms of angle, lighting, background, clothing etc.
- Include a testimonial: A strong testimonial from each patient will bring to life the emotion behind a treatment decision as they help the reader and potential customer imagine how they may feel after having treatment or using your brand. Often the best way to obtain a testimonial is in an interview format or via a written questionnaire. Try to get a quote of about 250 words or film a 1 minute video.
5 common case study mistakes
Patient case studies are all about demonstrating quality and expertise so every element within a brand’s case study should portray this. Below our beauty PR experts share the most common case study mistakes made by aesthetics, beauty, and wellness brands:
- Poor quality images: when using images in a case study they must be comparable like for like to show the problem vs the solution/results easily. Always avoid the following in your before and after images: bad, unflattering, and different angles, poor lighting, different backgrounds, different clothes, make up, patient fully “made up” in the after shot, unnatural or inconsistent impressions.
- Unrealistic results: use “average” results rather than “above average” to set realistic expectations with patients. Always take a realistic approach to minimise the likelihood of complaints and prevent any damage to trust and credibility amongst patients.
- Lack of consent: this is a significant issue with potential legal implications – ensure your patients sign a comprehensive consent form giving your brand the rights to use materials as stipulated BEFORE you share your case studies.
- No testimonial: images are powerful but they don’t tell the full story, always invite your case study patients to tell the story of their experience with your brand and quote them within each case study. Don’t forget to cover the before, during and after!
- Blocked channels: don’t just keep your case studies in your patient waiting room or on your website waiting to be discovered – promote and push them in your brand’s PR and marketing activity to capture the attention of potential customers.
Case study examples
Since our launch in 2015 Kendrick have delivered a host of creative and effective PR campaigns for our clients in the beauty, aesthetics and wellness from global brands to clinics and KOLs. For inspiration on ho wto present your case studies please browse our case study portfolio:
- Cynosure: Launching Cynosure’s Potenza with an exclusive masterclass
- Medik8: Successfully showcasing the medik8 portfolio during a pandemic
- Oxygenetix: reigniting interest in a powerhouse product
- Dr Sharon Wong: Building a household name
- The Private Clinic on Harley Street: Establishing market leadership
Bespoke beauty PR services that work
Reputation is key when it comes to PR and since 2015, Kendrick PR have been delivering winning formulas of strategic and tactical PR support to our enviable client portfolio of premium aesthetics, beauty and wellness brands. From product launch events to PR consultancy and, brand strategy to celebrity influencer campaigns and, everything in between – our comprehensive range of beauty PR services are designed and delivered by our expert team to drive real success.