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 strategy is essential in cosmetic surgery because patients need multiple touchpoints before making a decision. A single channel cannot cover the entire decision-making cycle.
The cosmetic surgery sector has characteristics that make it especially demanding from a marketing perspective.
The patient decision-making cycle is long. Someone considering a rhinoplasty or liposuction does not make that decision in a day — they research for weeks or months, compare clinics, look for testimonials and need to feel a very high level of trust before taking the step.
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 on the table, a single-channel strategy is not enough. The patient searching on Google needs to find you. The patient browsing Instagram needs to identify with your brand. The patient who already knows you needs a reason to choose you over the competition.
That is what a well-executed 360 strategy does.
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 real demand for each procedure and clinic.
The foundation of the growth strategy was lead generation campaigns on Google Ads and Meta Ads.
The goal was to generate a constant and predictable flow of potential patients for each clinic.
But the key was not only in the campaigns — it was in constant communication with Clínica Egos’ sales team.
Every week, we analysed which surgeries and treatments needed a higher volume of leads, adjusting investment and messaging according to the operational capacity of each centre and the real 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, medical authority videos and procedure-based content. Activity must be daily and the tone should be approachable.
In parallel with the campaigns, we developed a social media content strategy with a clear objective: to build Clínica Egos’ authority and generate the trust patients needed to take the next step.
The content was structured around four pillars:
Patient testimonials — real recordings of people who had undergone different procedures, with visible results and honest accounts of their experience. In cosmetic surgery, social proof from other patients is the most convincing argument.
Influencer collaborations — activations with profiles aligned with the brand and with audiences similar to the clinic’s target audience. Not based on follower volume, but on affinity and credibility within the sector.
Medical authority — recordings of doctors explaining procedures, answering frequently asked questions and showcasing their expertise. In a sector where trust in the professional is critical, giving doctors a face and a voice has a direct impact on the patient’s decision.
Procedure-based content — recordings of surgeries and treatments that showed the real process, helped demystify fears and answered questions patients do not always dare to ask during 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 works on two levels: blog content to attract patients in the research phase and local SEO to position each clinic at the top in its geographical area.
The SEO work was structured across three complementary levels:
Blog content focused on top-of-funnel searches. A patient in the early stages of considering surgery does not search directly for “rhinoplasty price Barcelona” — they search for “how is rhinoplasty performed”, “liposuction recovery” or “types of breast implants”.
Targeting these high-volume informational keywords generated qualified traffic from people in the research phase — exactly the audience that, when properly nurtured, can become patients.
Expansion and optimisation of website content. The content of each procedure page was developed to increase time spent on the website and improve content authority in Google’s eyes. A well-developed procedure page does not only rank better — it also converts better because it answers the patient’s questions before they need to call.
Local SEO — the growth accelerator for each clinic. This was the pillar with the fastest and most direct impact on growth. With each new Clínica Egos centre that opened, optimisation of its Google Business Profile listing made it possible to quickly position it in first place in local results. In a sector where patients search for “aesthetic clinic near me” or “cosmetic surgery in [city]”, appearing in first place on Google Maps is a direct and measurable competitive advantage.
Why are website maintenance and brand support important for an aesthetic clinic?
A website with technical errors during an active campaign means wasted investment. And visual brand consistency communicates quality before the patient reads a single word.
Technical website maintenance — checking proper functionality, CMS updates and backups — ensured that all acquisition investment led to an operational, 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 consulting through regular meetings, execution validation and personalised reporting is what turns a well-designed strategy into sustained growth.
A 360 strategy is not designed once and then run on autopilot. The market changes, the clinic grows, new opportunities appear and problems arise that were not part of 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, validate that the ongoing strategy was being executed correctly and analyse the results of each channel through personalised 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
Clínica Egos’ growth was not linear — it was cumulative. Each part of the strategy reinforced the others: campaigns generated leads, social media built the trust that improved the conversion of those leads, SEO reduced long-term acquisition costs, local SEO accelerated the launch of each new clinic, and ongoing consulting ensured that every decision was made at the right time.
The numbers summarise the result:
- +500% in monthly leads generated
- +567% growth in social media community
- +300% in managed investment — with increasing efficiency: leads grew more than twice as much 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 the sales team, and ongoing strategic consulting are the four most transferable levers from this case.
The model we applied with Clínica Egos is not exclusive to a chain of that size. The same principles apply to a clinic with a single centre that wants to grow, to a clinic looking to open its second location, or to a medical-aesthetic centre that has traffic but is not converting as much as it should.
Local SEO is the most underused lever in the sector. Most aesthetic clinics do not have their Google Business Profile listing optimised. In a sector where local search has very high volume — “aesthetic clinic [city]”, “cosmetic surgery near me” — appearing in first position on the map is an advantage that translates directly into calls and enquiries.
The doctor’s authority is the best marketing content. A doctor who explains a procedure clearly and approachably on video generates more trust than any ad.
And that trust is what turns a lead into a patient in a sector where the decision is emotionally complex.
Campaigns without feedback from the sales team do not scale well. The connection between the marketing team and the team managing the leads is what makes it possible to adjust investment according to the clinic’s real capacity and the procedures with the highest demand at any given time.
Ongoing strategic consulting makes the difference between growing and scaling. Executing campaigns, SEO and social media well is necessary, but it is not enough. What enables sustained scaling is the periodic review of the strategy with the management team, the constant validation that execution is being carried out correctly, and the analysis of results through personalised reports that make it possible to make decisions based on real data. An agency that only executes can help a business grow. An agency that also advises, validates and reports can transform it.
