There Are No Ugly Feet

Background.

In the diverse landscape of Austin, Texas, healthcare services often struggle to break through cultural barriers and misconceptions. HealthyNails, a clinical pedicure and manicure facility, faced the challenge of introducing a revolutionary healthcare concept to a market unfamiliar with its approach, where foot and hand health transcends traditional beauty treatments and language barriers.

Challenge.

HealthyNails encountered a significant obstacle: a healthcare service model popular in Mexico, South America, and Europe remained largely unknown in the United States. Austin’s multicultural population, with its linguistic diversity, presented an additional complexity. The clinic needed to overcome not just awareness barriers, but also deep-seated perceptions about foot and hand care.

The HealthyNails campaign was designed to humanize a misunderstood medical service and foster genuine understanding. Unlike traditional nail salons, HealthyNails positioned itself as a clinical facility focused on restoring and maintaining health, not just aesthetic appearance.

To address these challenges, we developed a comprehensive strategy that went beyond conventional marketing. We created bilingual marketing collateral that spoke directly to Austin’s diverse community, ensuring accessibility and comprehension across language barriers. Strategic ad placements on digital platforms and at local events helped position HealthyNails as an essential healthcare resource for residents seeking specialized foot and hand treatments.

Our approach involved creating engaging, educational content that transformed public perception. We revamped the HealthyNails website with modern design elements, developed branded materials in both English and Spanish, and created marketing collateral that highlighted the clinical and health-focused nature of their services.

Campaign.

Our campaign started with revamping the HealthyNails website. We took their old design and created a new one with updated icons that better reflected HealthyNails’ brand identity.

We also created marketing collateral to help drive more engagement. For example, our team developed branded apparel, brochures, and business cards in both English and Spanish. We also made contact lists and vertical signage for physical booths at events and conventions. The campaign also included updating HealthyNails’ product branding in expectation of their new product line.

Results.

The HealthyNails campaign delivered remarkable outcomes:

• 13% increase in new patient acquisition year over year for four years.
• Social media platform referrals have increased by 9% for the past 7 quarters.
• Online sales have risen over 16% over the past two years.
• Doubled market reach YoY for 3 years.

By prioritizing education, accessibility, and community engagement, HealthyNails redefined its role in Austin’s healthcare landscape. The campaign successfully bridged cultural understanding, transforming a misunderstood service into a valued healthcare resource.

FIVE

To push more customers to HealthyNails, we broke down what it would take to get people past the awareness and consideration portion of the sales funnel.

We researched the demographics of the Austin area and determined that a specific percentage of the population lacked awareness about the business concept of a clinical spa and treatment facility. On top of that, a portion of the foreign population spoke primarily Spanish, leading to challenges in discovering a new, local service provider.

That data told us all we needed to know in order to create the right strategy for HealthyNails.

ONE

Our team developed a campaign to introduce the concept of a clinical spa. We came up with a strategy that focused on creating collateral that resonated with customers in the beginning stages of the sales funnel.

We developed a website for google’s search engine. It aimed to educate visitors and push them through the awareness stage. We also updated branding, including new, modern business cards and branded apparel for employees.

We also created additional internal collateral, such as trifold brochures and vertical signage. All were available in English and Spanish to increase accessibility. This approach brought customers past the consideration stage of the funnel.

TWO

The success of the campaign was thanks to our approach to marketing the right collateral for specific stages of the sales funnel. Our content focused on updating the branding and educating prospective customers, ensuring that they kept coming back and pushing through the sales funnel.