Re.Aktiv is a specialized kinesiology center for the treatment of pain and spinal issues, which, under the guidance of Dr. Dejan Kernc, combines expertise in kinesiology, physiotherapy, and orthopedics into its own protocol for long-term elimination of the causes of pain - not just symptom relief.
The company is primarily B2C-oriented and targets individuals with chronic or acute back and neck pain who want to safely return to an active life.
Our task was to establish a digital system that would consistently generate qualified consultations within a narrowly specialized market, while also supporting the expansion of the offering with the new VIBRA product line.
At the start of and throughout the collaboration, Re.Aktiv faced several challenges:
- Advertising results depended mainly on individual, time-limited campaigns, which did not allow for long-term optimization
- Short-term promotional campaigns did not achieve the expected results, as the advertising system did not have enough time to learn and optimize
- There was no clear picture of which channel - Google or Meta - and which topics actually delivered the highest-quality consultations
- Seasonal fluctuations (summer) significantly affected search volume and the number of inquiries
Based on these challenges, we defined clear objectives:
- Build a repeatable, measurable system for acquiring qualified consultations instead of relying on one-off campaigns
- Determine the optimal budget allocation between the Google and Meta channels
- Leverage the synergy between PR coverage, organic reach, and paid advertising
Instead of one-off campaigns, we designed the approach as a long-term system that learns and improves month by month:
- EXPERT WEBINARS AS A SOURCE OF QUALIFIED CONTACTS
- SYSTEMATIC OPTIMIZATION BETWEEN THE GOOGLE AND META CHANNELS
- LEVERAGING SYNERGY BETWEEN PR COVERAGE, ORGANIC REACH, AND ADVERTISING
The goal of the strategy was not the short-term effect of a single campaign, but a system that improves with every month.
We regularly run expert webinars on narrowly specialized topics (herniated disc, sciatica), which consistently deliver highly qualified contacts and better responsiveness to subsequent consultations than general topics.
- Webinars with a more specific, narrow topic attracted a more interested audience and, consequently, a higher conversion rate into consultations
- Even when the initial response to a particular webinar was weaker, it proved, relative to the budget invested, extremely effective at acquiring relevant leads for the database
- Webinar attendance was consistently high, and the contacts acquired through them were among the most qualified in the entire system
Webinars proved to be the most reliable building block of the entire consultation-acquisition system.
Throughout the first half of the year, we systematically tested budget allocation between Google and Meta, and based on the results, gradually redirected the budget toward the channel and topics that delivered higher-quality contacts.
- Campaigns focused on specific diagnoses and types of pain consistently achieved better results than general physiotherapy campaigns, so we redirected the budget toward the former
- On Meta, we separated prospecting (reaching new customers) from remarketing (re-targeting already interested users), which increased advertising effectiveness
Regular testing and adjustment allowed the system to improve month by month, rather than remaining static.
Coverage in a reputable media outlet demonstrated how strongly the combination of PR and targeted remarketing increases the number of sign-ups - visitors who arrive via a trusted media outlet are more willing to submit an inquiry once subsequently reached by ads.
We leveraged a similar synergy in a collaboration with a well-known content creator, where we strengthened remarketing campaigns to capture organic traffic from their posts.
The combination of PR/organic reach and paid advertising consistently proved to be one of the most effective tactics throughout the period.
- Webinars generated a high number of qualified sign-ups
- Campaigns delivered a stable monthly inflow of consultation sign-ups
- The combination of PR coverage and remarketing produced a noticeable jump in the number of sign-ups, confirming the value of synergy between channels
- Redirecting the budget from general physiotherapy campaigns to specific pain- and diagnosis-focused campaigns improved the quality of the contacts acquired
- A clear, repeatable system (webinar → special offer → consultation) is now in place, ready for the seasonal peak
For Re.Aktiv, we transformed scattered, one-off campaigns into a systematic and repeatable approach to acquiring qualified consultations. Regular expert webinars proved to be the strongest source of highly qualified contacts, while gradual optimization between the Google and Meta channels improved the quality and stability of results.
At the same time, we demonstrated the value of the synergy between PR coverage, organic reach, and paid advertising.
