"BOTCHAN is no longer just a tool; it is now the star player in our clinic’s digital marketing."

Speaking with us is a representative from a clinic specializing in autologous hair transplant surgery, “Kamino Clinic,”who serves as the head of the digital marketing department. At this clinic, for users who once left the website, “BOTCHAN Engagement”was used to communicate with them via LINE. Through continuous PDCA cycles led by the customer success team, the clinic has achieved remarkable results, including an approximately 40-fold increase in CVs (reservation applications) within five months of implementation.

In the high-cost, long-consideration field of autologous hair transplantation, how did we maintain both the “quality” and “temperature” (level of interest) of acquired leads and thereby achieve a significant improvement in CPA?

In this article, we explore how to eliminate the “impersonal feel” of conventional reservation forms by turning them into a “digital concierge,” and we take a close look at the specific operational measures behind the approximately fortyfold increase in conversions.

Company Introduction: Kamino Clinic, a Specialist in Natural Hair Transplantation Using the Latest Technology

Kamino Clinic is a clinic specializing in hair transplantation using the latest medical technologies. To meet each patient’s lifestyle and expectations, we not only ensure medical safety, but also provide top-level expertise in Japan, backed by more than 3,000 cases of hair transplantation.

Camino Clinic service site: https://camino-clinic.jp/

Introducing the person in charge: Leading digital marketing for high-cost medical care

As head of the digital marketing department, you oversee everything from developing strategies to drive traffic to the website, to managing advertising operations and optimizing conversions.
In particular, you focus daily on how to efficiently acquire high-quality leads (prospective patients) for the service of autologous hair transplantation, which is both high-priced and involves a long consideration period.

Challenges and background before implementation: Difficulty in maintaining both the “quality of leads” and their “level of interest”

The clinic’s biggest challenge was the difficulty of nurturing leads after they were acquired.

To whom it may concern,
“It is not uncommon for patients to spend several months considering hair transplantation. However, we were unable to re-engage users who had once left our website at the right timing, and we struggled to maintain both the ‘quality’ and the ‘level of interest’ of the leads we had acquired.”

In the past, we also used a similar flow provided by another vendor to guide users from an exit-prevention banner to LINE reservations. However, we saw almost no conversions (reservation applications), and acquiring new patients had become a major challenge. In particular, there was a strong need not just for general inquiries, but for increasing the number of patients who progressed from making a reservation through to actually receiving treatment.

Encounter with the service and the deciding factor for implementation: the key was its “digital concierge” functionality

To address these challenges, it was determined that “BOTCHAN Engagement” could serve as the sole viable solution. This is because it was seen as capable of simultaneously enabling a conversational format for input forms on the website and ongoing communication (nurturing) via LINE, the platform with the highest level of engagement.

Looking back on the consideration phase before implementation, the person in charge recalls the following:

To whom it may concern,
“At first, we wondered whether it was really possible to achieve conversions such as actual medical service bookings via chat. However, when we saw the clear track record of CVR improvement in other companies’ cases—particularly in beauty and healthcare services—and heard how seamless integration with LINE could bring about a ‘dramatic transformation in customer touchpoints,’ we recognized the potential.”

There were high expectations for its ability to eliminate the “impersonal feel” of conventional reservation forms and function more like a “digital concierge.”

Implementation process and decision criteria at runtime: the early stage when results plateaued, and the turning point of switching to “doctor images”

At the time of implementation, the results were actually not as strong as we had expected.
So we first conducted creative tests for the churn-prevention banners.
This trial and error became the starting point for dramatic improvement.

At first, we used creatives that emphasized approachability, but after running A/B tests, we switched to a design that more strongly highlighted our credibility as a medical institution, which led to a sharp increase in both CTR and CVR.

Initiatives to ensure a sense of trustworthiness as a medical service directly led to lowering users’ psychological barriers. Building on this success, we unified the tone and manner of the LINE profile screen as well, which improved the friend-add rate.

In addition, we will further strengthen our nurturing initiatives.

・Implementation of step-based messaging:
We revised the structure so that elements such as “Differences from other clinics,” “Case examples,” and “Campaign promotions” are communicated in stages, aligned with the user’s decision-making phase.

・Scenario optimization:
Key interview items such as the level of consideration for hair transplantation, budget, and areas of concern are presented in a conversational format, broken down into smaller questions. This reduces the burden on users while building branching scenarios that, based on their responses, guide them to the most relevant information or to a personalized consultation, thereby improving lead quality.

・Timely promotions:
Whenever the offer (such as campaign details) changes, the banners within the LINE scenario are also updated in a timely manner, ensuring that the messaging is always appropriate.

Results and value gained after implementation: Approximately 40 times more conversions. Becoming the “ace” of digital marketing.

As a result of this series of measures, performance improved dramatically. CVs (reservation applications) increased to roughly 40 times the previous level, and the PVCVR (conversion rate per page view) also rose sharply to about 6.4 times during the same period.

As a result, we were also able to significantly improve CPA (Cost Per Acquisition), which had been our biggest concern. This achievement has been highly regarded, and our advertising agency has commented that “the acquisition pace through your company is tracking at an all-time high.”

The person in charge currently evaluates BOTCHAN as follows.

To whom it may concern,
“At this point, BOTCHAN is no longer just a tool; it is the star player in our digital marketing. It efficiently converts the traffic we attract into high-quality prospects, without waste, and serves as a lifeline that enables us to continuously build relationships in the optimal channel—LINE.”

Future outlook and key initiatives: Strengthening “personalized delivery” using diagnostic results

Kamino Clinic is committed to deepening communication tailored to the circumstances of each individual user.

To whom it may concern,
“Precisely because hair transplantation is a high-priced and highly specialized service, we would greatly appreciate it if your CS team could continue to proactively propose more personalized nurturing initiatives that leverage the latest case studies from other companies and new LINE features.”

In light of this, the BOTCHAN CS team is currently considering implementing personalized messaging based on each user’s responses to the diagnostic questionnaire.

Advice for people facing the same challenges

Finally, we received a message for companies facing similar challenges.

To whom it may concern,
If your company feels it has reached the limit of what can be done to improve CPA, we encourage you to consider BOTCHAN Engagement.

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If you are considering implementing BOTCHAN and would like concrete advice tailored to your company’s potential use cases and current situation, please feel free to contact us.

Our consultants will be pleased to assist you.