BERK Labs Elevates Dr. Cat's Brands
Joshua Berk
Dr. Cat Begovic, a renowned plastic surgeon and skincare expert, is recognized globally for her pioneering surgical techniques and her signature tummy tuck. She also plays a starring role in the reality TV show "Dr. 90210" and is the founder and CEO of the skincare line MD GLAM.
Dr. Cat faced considerable challenges with online ad campaigns, especially due to policy restrictions related to before-and-after photos and medical terminology. Promoting her two sister companies, Beauty by Dr. Cat and MD GLAM, simultaneously added complexity. Previous marketing agencies failed to address these unique challenges, prompting Dr. Cat to partner with BERK Labs.
BERK Labs implemented a bespoke and methodical strategy, integrating the Beauty by Dr. Cat and MD GLAM brands. They created an Ads manager account for seamless sharing of remarketing audiences and cross-promotion, and integrated both sites into Analytics for cross-domain data insights. This approach ensured that each platform recognized them as sister brands.
To tackle policy issues for Beauty by Dr. Cat, BERK Labs advised creating an alternate landing page, which eliminated the majority of policy issues. They implemented comprehensive call tracking through CallRail for Dr. Cat, providing detailed conversational intelligence essential for campaign optimization and cross-promotion with MD GLAM.
Local advertising was crucial for Dr. Cat, given her Beverly Hills location. BERK Labs built local campaigns that generated a staggering 10 million impressions. For the online-only E-commerce business MD GLAM, they focused on Performance Max and Dynamic Search campaigns, leveraging Google’s machine learning capabilities to create custom audiences. This strategy resulted in 2200 conversions and over $450,000 in value in 2022.
Video campaigns were prioritized to convey the quality of Dr. Cat’s surgeries and skincare products. These campaigns, including new videos created by BERK Labs, led to over 15.7 million views and 69.5K YouTube subscribers. Additionally, all software used was ensured to be 100% HIPAA compliant, maintaining the highest standards of patient data protection.
BERK Labs' approach to Dr. Cat's marketing strategy led to significant growth across her businesses. In less than two years, the partnership generated 15.7 million impressions, more than 200,000 interactions, almost 5,000 conversions, and an impressive 6.54 return on ad spend (ROAS) for MD GLAM alone. Dr. Cat's ads outperformed the competition, appearing at the top of search results 60.45% of the time and surpassing network performance in local searches for plastic surgeons.
