Background

The communication objective told by the client was to increase the number of operation reservations (by 10% compared to the previous year). This first required increasing awareness of Seishin, which was only 15.8% compared to 79.1% of the largest surgery. Also, there was an urgent need for them to build association with their kind and diligent treatment. Back then, the Japanese cosmetic surgery market had a growth rate of 136% and 250 new entrants (during 2011-2018). While the competition was becoming intense, Seishin, a small surgery with only 9 clinics in Japan (when the largest surgery had 97 clinics), was not able to spend as much on advertisement as the competitors. Seishin had to take clever action in this situation to become “a small but chosen” surgery.