Launch Call · 26 May 2026
Getting traction
for Underlining Beauty.
The session where we walk you through everything we've built — and lock in how we run it together from week one.
Frame
I'm genuinely excited about this one, Chris.
We've spent the last few weeks building something we think fits Underlining Beauty really well. The next 45 minutes is me walking you through it end-to-end — the ad, the lead form, the patient flow — so by the time we hang up, you know exactly how the engine runs.
- You'll see what we've built — every moving part, in order.
- We'll set clear expectations — what good looks like across the first 90 days.
- You'll leave with three small actions — that's all we need from your side to go live.
Sound good?
Today
Four parts.
How Patients Find You
Ad → lead form → booked consult, end-to-end.
The Sales Conversation
Why paid leads close differently — and how we equip your team.
What We're Aiming For
Clear targets, clear reporting, no surprises.
How We Work Together
Slack, bi-weekly calls, and three quick answers we need.
Part One
How Patients Find You
How a stranger becomes a patient
Four steps. Every patient. Every time.
This is the spine of the entire engine. Everything we'll cover today either feeds this journey or removes friction from it.
Step 1 · The Ad
We sell the outcome, not the procedure.
Patients aren't buying anti-wrinkle injections. They're buying confidence at the next family wedding.
That's the angle we lead with. Then we layer in what makes Underlining Beauty different — The Doctor Led Aesthetic Clinic — because in this market, trust is what gets them to tap the form.
Every ad does four jobs
- Attract the right audience (Wirral + age + interests)
- Build know, like and trust in 15 seconds
- Speak to the pain or the desire — never the product
- Give a single, clear call to action
Heads-up: the ugliest ads on the platform often outperform the prettiest. If we ever recommend something that doesn't match your aesthetic taste, trust the data — that's what you pay us for.
Step 2 · The Lead Form
Short, native, low-friction.
- Pre-filled details — name, mobile, email pulled straight from Facebook. One tap.
- Qualifying questions — light in week one, heavier once we've calibrated.
- Submit instantly — lead lands in your CRM in seconds.
Why we use Lead Forms
The form opens natively inside Meta. The patient never leaves the app they're already in. Fewer drop-offs, more leads from the same spend.
CSP Doctrine
Flow before friction. Then the AI Setter.
For the first 14 days we keep qualifying questions deliberately light — flow first, so we can see what's actually coming through. Then we tighten. Then the AI Setter goes live.
30-second jobs today
Two quick housekeeping items.
1 · Save our number as "CSP Bookings"
When we book a patient, you get an SMS from our CRM. If you don't recognise the number you'll think it's spam and miss the notification. We'll drop the number in Slack — save it before we hang up.
2 · Turn OFF reminders in your existing booking platform
We send every reminder — booking confirmation, 24-hour, 2-hour, reschedule, cancel — by SMS and email. If patients get reminders from both systems, they get annoyed and cancel. We've seen clinics churn over this. 60-second fix.
Part Two
The Sales Conversation
Two patient types · Two journeys
Paid leads don't close like referrals.
This is the single biggest mindset shift moving from referral-led growth to paid acquisition.
Referral patient
- Heard you mentioned by someone they trust
- Already KLT (know, like, trust) before they walk in
- Often buys a package on day one
- Closes at 60–80%
Paid ad patient
- Just saw your ad — no relationship yet
- Likely also enquiring at 2–3 other clinics
- Books a starter offer, decides on the day
- Closes at 30–45% — and that's normal
Same lifetime value once they're in your chair. Just a different conversation to get there.
Your sales · Our enablement
You close. We equip.
Your team — you, the doctor, front-of-house — closes every consultation. Our job is to make sure you have everything you need to do that well.
What we provide
- Lead follow-up scripts (call, SMS, WhatsApp)
- Objection-handling library — price, timing, partner approval
- Consultation sales training (Loom + 1:1 drilling)
- Speed-to-lead automations + accountability dashboard
- Weekly call recording reviews on request
What we ask from you
- Every lead called within 5 minutes during opening hours
- Minimum 8 follow-up attempts over 10 days
- Watch the sales training Looms in week one
- Send us 1–2 consult recordings a week for feedback
Part Three
What We're Aiming For
The targets
The numbers we're going after.
Both sides do their bit — these become the floor, not the ceiling.
Your investment
CSP retainer + Meta ad spend per month
Target ROI
Industry benchmark for cold paid traffic in aesthetics
Target new revenue
From paid acquisition once the engine is calibrated
How we report
No homework. We do the tracking.
You won't get a form to fill in after every appointment. We pull data directly from Meta Ads, your CRM and the booking pipeline — then walk you through it.
What we track automatically
- Lead volume + cost per lead
- Lead → booked rate
- Show-up rate
- Pipeline value by treatment
- Creative performance + winning angles
What we ask from you on Slack
- Honest gut on lead quality (chat, not a form)
- Rough close rate each fortnight
- Treatments people are actually booking
- Anything that's clicking or not
Part Four · How we work together
Slack, bi-weekly calls, and one rule.
Slack — day to day
- #general — questions, ideas, screenshots, quick wins
- #scheduling — booking + cancellation notifications
- #reporting — weekly stats, fortnightly summaries
UK office hours, 24-hour response SLA.
Bi-weekly calls
- Campaign performance review
- Lead quality + sales pipeline
- Next 14 days plan
- Anything you want to raise — agenda 24h before
Bonus revenue · Week One
Database Reactivation.
Before the new ads even hit their stride, we pull revenue out of your existing patient list.
You've already got hundreds of past patients in your CRM. People who paid you once, had a good experience, then drifted. We send a single well-written offer over SMS and email — around 3% of a healthy list signs up.
- Costs almost nothing (just SMS fees)
- Cash in the bank within the first 7 days
- Re-engages patients who already trust you
- Gives us early conversion data before the cold ads scale
What we need from you
- Confirmation we can SMS your existing list (GDPR consent)
- The offer angle you're happy with
- Your diary blocked for the influx
We launch this in parallel with the Meta ads — not after.
Three quick answers · then we flip the switch
Before we hang up.
Next steps
- By end of today: launch asset bundle in Slack — ad previews, lead form, sales training Looms.
- Within 48 hours: first ads live, first reactivation SMS sent.
- Day 7 — Iron Out The Kinks call: we book it now, before this call ends.
Any final questions before we book the follow-up?