Lazaderm | Fall Event Promotion
Category: Multi-Channel Campaign Strategy | Retail Event Marketing | Healthcare Marketing
Scope: 4 clinic locations | Multi-market (SD, IA, MN, ND, AZ)
Role: Marketing Director
The Challenge
Drive high-volume sales for an annual fall promotional event across multiple clinic locations and markets, building awareness, excitement, and urgency from scratch each year while working within a lean marketing budget.
The Strategy
Rather than throwing budget at the problem, the approach was to maximize existing infrastructure and saturate the market through smart channel orchestration — starting three months out and building intensity through a structured countdown campaign.
The channel mix:
Email marketing — Dual-list strategy: existing patient CRM emails + Mailchimp newsletter list, with a 3-month drip campaign building to event day
Social media — 2-week countdown campaign across Facebook and Instagram, including paid social ads
In-clinic experience — All clinic TVs repurposed to showcase event promotions; staff trained to actively promote at every touchpoint
Patient rewards app — Push notifications sent through the loyalty/rewards platform to drive engagement from existing clients
SMS/Text — Direct text message notifications to patient list
Audio advertising — Radio spots + digital audio (Spotify, Pandora)
Video advertising — YouTube pre-roll + TV commercials (added in later years as the campaign matured)
Out-of-home — Billboard placements announcing the event
Market-specific buys — Print magazine placements in Arizona market tailored to local audience
The approach: Every channel was flipped to fall event messaging simultaneously, creating full market saturation. Most channels were already active and budgeted — the strategy was orchestration, not spend.
The Results
60% increase in sales year over year
Produced the highest-revenue month in Lazaderm history (September 2022)
Record-breaking revenue in May 2023 — achieved without a promotional event, through strategic evergreen campaign execution
Total incremental marketing spend: approximately $5,000–$10,000 across 4 locations
ROI: Exponential — the majority of results driven by leveraging existing platforms, relationships, and infrastructure rather than net-new budget
The Takeaway
This campaign is a case study in what happens when strategy drives spend — not the other way around. By building a coordinated, multi-channel countdown experience that touched patients at every stage of their journey (in-clinic, digital, audio, out-of-home, and direct), we turned an annual event into a market moment. The results speak for themselves, but the real win was proving that smart orchestration beats big budgets every time.
