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Bella Vou – PR support for world class cosmetic surgery clinic

Background

Bella Vou is a private cosmetic surgery clinic located in The Pantiles, Tunbridge Wells. The clinic was established in 2015 as the result of a multi-million pound investment to create a state-of-the-art luxury boutique aesthetic practice, complete with consulting rooms, operating theatres and cosmetic dentistry facilities on site.

Bella Vou offers men and women the most up to date and comprehensive range of treatments and cosmetic surgeries available in the UK today. The clinic is committed to providing the highest standard of treatment that cosmetic surgery can offer.

The clinic’s lead cosmetic surgeon, Mr Amir Nakhdjevani, has developed many pioneering and unique techniques that enable most surgeries to be carried out under local anaesthetic as walk-in/walk-out procedures, reducing the risks associated with general anaesthetics and significantly cutting healing and recovery times for Bella Vou’s patients. 

Brief

Bella Vou approached Quantum PR for marketing and public relations support. The clinic’s director was keen to undertake a comprehensive, multi-channel communications campaign, incorporating public relations, direct marketing, advertising, social media and digital marketing.

In particular, Bella Vou asked Quantum to raise the clinic’s profile and that of lead surgeon Amir Nakhdjevani, by securing media coverage in national news and lifestyle publications. Quantum’s initial research highlighted that stories concerning cosmetic surgery fall into three broad camps: coverage of celebrities who have undergone a cosmetic procedure, coverage of people who have had a botched procedure, and ‘real life’ stories of ordinary people whose confidence and outlook have been improved by cosmetic surgery.

Quantum identified ‘real life’ stories as an ideal way to raise the profile of the clinic. Working with Bella Vou, Quantum identified patients that were open to talking about their experiences of cosmetic surgery at the clinic. These patients’ stories were then curated by Quantum, together with rich multimedia content, including videos of their surgeries to develop bespoke story packages which were then proactively sold-in to target media. 

Quantum also developed a variety of newsworthy topics that highlighted the clinic’s USPs, including the extensive use of local anesthesia, the clinic’s specialism in hair restoration surgeries, and reconstructive surgery. In addition, the agency took a lead on content generation across Bella Vou’s marketing platforms, generating case studies for the website and advertorial copy, as well as providing advice and strategic communications planning. 

Outcome

Quantum PR secured more than 60 positive stories during the first year, including coverage in national media outlets such as The Sun, The Daily Mail, The Scottish Sun, The Daily Telegraph, AskMen.com, The Metro and VICE, as well as key regional titles including Kent Life and SO Tunbridge Wells and the primary aesthetic trade press titles, Aesthetic Medicine, Aesthetics Journal and PFMA News.