From an idea to more than 50 franchise clinics. With one method: ADAM.
SkinMedic is today the Italian reference in professional aesthetics, with a network of around 50 franchise clinics. But it started from nothing. We walked with it through the whole life cycle of the business — analysis, brand, lead generation — keeping two souls apart without confusing them: the B2C of the person buying and the B2B of the person who wants to open a clinic. Conversion from 1.2% to 4.8% in six months, CPA down 60%.
WHO SKINMEDIC IS
Who SkinMedic is.
For more than twenty years a reference point in professional aesthetics in Italy, positioned in the premium segment of advanced B2C beauty. The business walks on two legs: the clinics that deliver the treatments, and franchise development to expand the network.
The identity is sharp — red, white and anthracite gray, professionalism and elegance — and the model is scalable by construction: careful selection of franchisees and continuous training, to guarantee high standards right across the network. Based in Milan, a client since 2017.
THE CHALLENGE
“Digital that could carry two different languages.”
The client’s sentence frames the challenge: “the language of the person buying and the language of the person weighing up opening a clinic. And we wanted to do it without losing the premium feel.” It is the most common mistake in “hybrid” brands: mixing messages and paths until everything is less credible. Someone buying cosmetics does not want to run into franchising content; someone weighing up an investment wants figures and progression, not a product showcase.
And there was the paradox of the beauty business: a sector that lives on human relationship and trust, but has to digitize to stay competitive. Turning the expertise of the treatment room into credible digital signals, without an aggressive interface, because here the premium is felt in how measured the site is.
THE PROJECT
The ADAM project: from nothing to an established network.
We structured everything according to the ADAM method, covering the whole life cycle of the business. Analysis: a thorough study of the market and the competitors, and of buying behavior in beauty, where trust and social proof decide. Brand identity and site: a WordPress build with a customized WooCommerce, minimal, modern, consistent with the identity of the clinics.
The brand colors are not decoration but grammar: clear hierarchies, repeatable components, consistent micro-details. Lead generation: targeted campaigns to attract contacts in target. Brand identity and performance marketing working together made every touchpoint consistent and the customer journey smoother.
ADAM phases: Analyze + Design + Amplify + Measure
WordPress
WooCommerce
LinkedIn & Meta Ads
CRM
THE EVOLUTION
An evolution in three movements.
The project grew with the franchise, in three phases. Incubation: the first on-site tests, with Google Ads campaigns on landing pages dedicated to generating leads. Scaling (2022): a site entirely dedicated to B2B franchising, enriched with video testimonials, whitepapers and content built for lead conversion.
Consolidation (2024–2025): the most recent step — AI-based chatbots for round-the-clock support, a review of the SEO processes (with a Store Locator), and a stronger social presence on LinkedIn and Meta. Not a project delivered and finished, but a system that matured alongside the company.
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IN PRACTICE
THE OPERATIONAL CORNERSTONES
Five levers, one single system.
01
Lead management split by temperature
“Cold” leads nurtured with PDFs and the newsletter; “hot” leads contacted straight away by the Lead Manager.
02
Marketing automation
Email flows that accompany the contact from the first interest through to conversion.
03
Dynamic SEO and UX
Standard plugins replaced with dynamically managed pages, for positioning and for the funnel.
04
AI chatbot 24/7
Support always on, beyond rigid decision trees, to raise the conversion rate.
05
Store Locator
Finding the nearest clinic: local SEO serving a network that keeps growing.
→ THE PRINCIPLE
Two souls, one site
The UI as a promise of order: the user sees straight away where they are and what they can do, without feeling pushed or confused.
AI HIGHLIGHT
AI where it actually helps: answering, always.
In the consolidation phase we introduced AI-based chatbots to guarantee support around the clock, getting past the limits of the old rigid decision trees, the ones that answer “I did not understand” the moment you step off the script. In a sector where the decision ripens over several contacts, an intelligent answer at any hour means not missing the right moment.
AI here does not replace the human relationship SkinMedic puts at the center: it extends it beyond the clinic’s opening hours, and passes the “hot” lead to the right person.
With AI
Chatbot 24/7
Beyond decision trees
Lead qualification
More conversions
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THE NUMBERS
FROM LAUNCH TO CONSOLIDATION
Growth, measured.
Conversion
4.8%
quadrupled in six months, from a starting 1.2%.
Acquisition cost
−60%
CPA more than halved, with the same objectives.
Average order value
+35%
AOV growing, in advanced B2C beauty.
A network established across the whole country
50+
franchise clinics
Hundreds
of qualified leads