Lazaderm | Fall Event Promotion

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.