Growing in the cosmetic surgery sector is not only a matter of achieving good clinical results. It is a matter of visibility, constant patient acquisition and building a brand that inspires trust before the patient has even set foot in the clinic.
Today, Clínica Egos is one of the leading cosmetic surgery chains in Spain. But three years ago, it was a clinic with three centres, a limited marketing investment and the challenge of scaling without losing the brand identity that had brought it this far.
At VILAX, we worked with Clínica Egos for three years on a 360-degree strategy designed specifically for the medical aesthetics sector. The result: from 3 to 15 clinics in less than three years, with growth of over +500 per cent in monthly leads generated, +567 per cent in social media following, and an investment that grew by +300 per cent — with increasing efficiency: leads grew more than twice as fast as the investment.
This article explains exactly what we did and why it worked.
Why does an aesthetic clinic need a 360 strategy to grow?
A 360-degree strategy is essential in cosmetic surgery because patients need multiple points of contact before making a decision. A single channel cannot cover the entire decision-making process.
The cosmetic surgery sector has characteristics that make it especially demanding from a marketing point of view.
The patient decision-making cycle is long. Someone considering rhinoplasty or liposuction doesn’t make that decision in a day—they research for weeks or months, compare clinics, look for testimonials, and need to feel very confident before taking the plunge.
Trust is the most critical asset. In a sector where patients place their body and health in the hands of a professional, the perception of medical authority and social proof are decisive. An unknown clinic, no matter how good its results may be, faces a very high barrier to entry.
Competition is high and growing. The number of aesthetic clinics in Spain has increased significantly in recent years. Standing out is not optional — it is the only way to sustain real growth.
With these three variables in mind, a single-channel strategy isn’t enough. The patient searching on Google needs to find you. The patient browsing Instagram needs to connect with your brand. The patient who already knows you needs a reason to choose you over the competition.
Eso es lo que hace una estrategia 360 bien ejecutada.
How were the lead generation campaigns for Clínica Egos structured?
Google Ads and Meta Ads campaigns were coordinated weekly with the sales team to adjust investment and messaging according to the actual demand for each procedure and clinic.
The growth strategy was based on lead generation campaigns using Google Ads and Meta Ads. The goal was to generate a steady and predictable flow of potential patients for each clinic.
But the key wasn’t just in the campaigns—it was in the constant communication with the sales team at Clínica Egos. Every week we analyzed which surgeries and treatments needed the most leads, adjusting the investment and messaging based on each center’s operational capacity and the actual demand for each procedure.
This feedback loop between campaigns and the sales team is what separates a well-managed campaign from one that simply generates volume without taking real management capacity into account. The result was growth of over +500% in monthly leads — with qualified leads that the clinic’s sales team could manage effectively.
What type of content works best on social media for aesthetic clinics?
The four most effective pillars are patient testimonials, influencer collaborations, videos from medical authorities, and procedural content. The activity should be daily and the tone friendly.
Alongside the campaigns, a social media content strategy was developed with a clear objective: to build the authority of Clínica Egos and generate the necessary trust for the patient to take the step.
The content was structured around four pillars:
Patient testimonials — real recordings of people who had undergone various procedures, with visible results and honest accounts of their experience. In cosmetic surgery, social proof from other patients is the most compelling argument.
Collaborations with influencers — activations with profiles aligned with the brand and with audiences similar to the clinic’s target market. Not based on the number of followers, but on affinity and credibility within the sector.
Medical authority — recordings of doctors explaining procedures, answering frequently asked questions, and demonstrating their expertise. In a sector where trust in professionals is critical, putting a face and voice to the doctors has a direct impact on the patient’s decision.
Content of procedures — recordings of surgeries and treatments showed the real process, demystified fears, and answered questions that patients don’t always dare to ask in a consultation.
Social media activity was daily, with a tone that was close to the target audience and actively encouraged interaction in every post. The result was +567% growth in community — with an active and engaged audience that directly supported campaign conversion.
What role does SEO play in the growth of an aesthetic clinic?
SEO operates on two levels: blog content to attract patients in the research phase and local SEO to position each clinic in first place in its geographical area.
The SEO work was structured in three complementary levels:
Blog content geared towards searches at the top of the funnel. Patients in the early stages of considering surgery don’t directly search for “rhinoplasty price Barcelona”—they search for “how is rhinoplasty performed,” “liposuction recovery,” or “types of breast implants.” Targeting these high-volume, consultative keywords generated qualified traffic from people in the research phase—exactly the audience that, with proper guidance, becomes a patient.
Expansion and optimization of web content. The content of each procedure page was optimized to increase time spent on the website and improve content authority in Google’s eyes. A well-developed procedure page not only ranks better—it also converts better because it answers the patient’s questions before they even have to call.
Local SEO — the growth accelerator for clinics. This was the pillar with the fastest and most direct impact on growth. With each new clinic that Clínica Egos opened, the optimization of its Google Business Profile allowed it to quickly achieve top rankings in local search results. In a sector where patients search for “aesthetic clinic near me” or “cosmetic surgery in [city],” appearing first on Google Maps is a direct and quantifiable competitive advantage.
Why are website maintenance and brand support important for an aesthetic clinic?
A website with technical errors during an active campaign is a wasted investment. And visual brand consistency communicates quality before the patient even reads a single word.
The technical maintenance of the website — checking for proper functioning, CMS updates and backups — ensured that all the investment in lead generation resulted in a functional, fast and error-free website.
Graphic design support ensured brand consistency across all touchpoints — materials for the clinics, digital assets and campaign creatives. In the medical-aesthetic sector, a brand’s visual perception communicates quality before the patient has read a single word.
What role does ongoing strategic consulting play in the growth of a clinic?
Ongoing guidance through regular meetings, execution validation, and customized reports is what transforms a well-designed strategy into sustained growth.
A 360-degree strategy isn’t designed once and executed on autopilot. The market changes, the clinic grows, new opportunities arise, and problems emerge that weren’t in the initial plan.
During the three years of working with Clínica Egos, we held regular meetings with the clinic’s management team with three simultaneous objectives: to advise on the next strategic steps, to validate that the ongoing strategy was being executed correctly, and to analyze the results of each channel with customized reports tailored to the metrics that mattered to the business.
The reports were not generic platform reports — they were documents built specifically so Clínica Egos’ management team could understand the real impact of each action: which campaigns were generating the highest-quality leads, which social media content was driving more enquiries, and which clinics had the greatest growth potential in local SEO. Actionable information, not raw data.
This cycle of execution, validation and analysis made three things possible that would not have been achievable otherwise: adapting the strategy to the real pace of new clinic openings, adjusting campaign communication according to the sales team’s operational capacity at any given time, and detecting opportunities — new procedures with growing demand, market changes and moments to accelerate investment — before the competition could take advantage of them.
This working model — agency as a strategic partner with real follow-up and personalised reporting, not as a service provider — is what enables a 360 strategy to generate sustained results over time, rather than just occasional peaks.
The result: from 3 to 15 clinics in less than 3 years
Egos Clinic’s growth wasn’t linear—it was cumulative. Each piece of the strategy reinforced the others: campaigns generated leads, social media built trust that improved lead conversion, SEO reduced long-term acquisition costs, local SEO accelerated the launch of each new clinic, and ongoing support ensured that every decision was made at the right time.
The numbers summarize the result:
- +500% in monthly leads captured
- +567% in the community on social networks
- +300% in managed investment — with increasing efficiency: leads grew more than twice as fast as investment
- From 3 to 15 clinics in less than three years
But the most important figure is not any of these. It is that Clínica Egos is today one of the leading cosmetic surgery chains in Spain. That is not built with a campaign — it is built through a sustained long-term strategy, with all the pieces working together and a team that executes and reviews them continuously.
What can other aesthetic clinics learn from this case?
Local SEO, medical authority on social media, constant feedback between campaigns and sales team, and continuous strategic advice are the four most transferable levers in this case.
The model we apply with Clínica Egos isn’t exclusive to a chain of that size. The same principles apply to a single-center clinic that wants to grow, a clinic that wants to open a second location, or a medical-aesthetic center that has traffic but isn’t generating the revenue it should.
Local SEO is the most underutilized lever in the industry. Most aesthetic clinics don’t optimize their Google Business Profile. In a sector where local search volume is extremely high—”aesthetic clinic [city]”, “cosmetic surgery near me”—appearing first on the map is an advantage that translates directly into calls and inquiries.
The authority of a doctor is the best marketing content. A doctor who explains a procedure clearly and approachably in a video inspires more trust than any advertisement. And that trust is what converts a lead into a patient in a sector where the decision is emotionally complex.
Campaigns without feedback from the sales team don’t scale well. The connection between the marketing team and the lead management team is what allows the investment to be adjusted according to the actual capacity of the clinic and the procedures in highest demand at any given time.
Ongoing strategic advice makes the difference between growing and scaling. Running campaigns, SEO, and social media well is necessary but not enough. What enables sustained scaling is the regular review of the strategy with the management team, constant validation that the execution is correct, and the analysis of results with customized reports that allow for data-driven decision-making. An agency that only executes can grow a business. An agency that also advises, validates, and reports can transform it.
