A New Challenge for a Long-Established Clinic
“We want to deliver aesthetic medicine as ‘proper medical care.’”
So says Seiya Mori, who is in charge of marketing at Kyoritsu Beauty Clinic, a cosmetic surgery group with over 30 years of history and locations nationwide.
What this long-established clinic, backed by many years of proven results and trust, has newly adopted is “BOTCHAN AI,” a chatbot that leverages generative AI.
They moved from introduction to full-scale operation in just two weeks—a remarkable pace underpinned by a sincere commitment to medicine and the strong engagement of on-site staff. And what is the true “potential” of BOTCHAN AI, which is now significantly transforming their traditional customer service style?
In this article, we will thoroughly cover the background behind its implementation as described by Mr. Mori, the actual results achieved, future prospects, and the compelling ways in which “AI is changing customer service in aesthetic medicine.”

What is Kyoritsu Cosmetic Surgery?

Since opening in 1989, Kyoritsu Beauty Clinic has been providing aesthetic medical services for approximately 37 years and now operates 26 clinics nationwide.
We place great importance on communication with each individual patient and are committed to performing procedures with empathy, always from the patient’s perspective.
To reduce the burden on patients and resolve their concerns, we have developed a variety of treatment methods and obtained patents for them.
At all of our clinics, patient safety is our top priority, and we have established a system that allows patients to receive care with peace of mind.
In recent years, led by our marketing and medical management departments, we have been driving multifaceted reforms, from developing new treatment menus to leveraging digital technologies.

Joined Kyoritsu Beauty Clinic in August 2022.
After initially serving as manager of multiple branches, including the Nagoya and Hamamatsu clinics, he transferred to the marketing department in April 2024. He originally worked at an agency for a telecommunications carrier, where he managed more than 32 stores. Drawing on his expertise in “store operations × marketing,” he now holds a key position overseeing overall revenue maximization and promotional activities for Kyoritsu Beauty Clinic as a whole.
According to Mori, the most important KPI for the marketing department is “final profit.”
“In the past, we used the number of inquiries as our KPI, but no matter how many inquiries we receive, it is meaningless if they do not lead to actual procedures. What matters is how strongly people feel, ‘I want to have my treatment done at Kyoritsu Beauty Clinic,’” he explains.
Today, from ad operations and repeat-customer initiatives to pricing plan design, he spends her days pursuing the maximization of both revenue and profit from every possible angle.

Mr. Mori:
“What we are most committed to, above all else, is providing sound, legitimate medical care. Aesthetic medicine certainly has aspects that are well established as a business, but we make a point of not leaning too far in that direction. Instead, we place importance on continually asking ourselves what constitutes proper medical practice—for example, by ensuring that our doctors take sufficient time for in‑depth consultations with each patient.”

Challenge we faced: “Despite high website traffic, our application rate was not improving.”

The official website of Kyoritsu Beauty Clinic boasts industry-leading levels of traffic. However, Mr. Mori had long been concerned that “the reservation application rate is not growing as much as we would like, relative to the volume of incoming traffic.”
Behind this issue were the numerous “cosmetic medicine–related column articles” that had been created as part of SEO measures. While the site offered a wealth of information on various concerns and case examples, he suspected that it was becoming a burden for users that “it takes too long to reach the information they actually want.”

Mr. Mori:
“If you look at it from the user’s perspective, when there are dozens of pages of long-form columns, just finding where the information you need is written is a lot of work. Even if they take the trouble to visit the site, they end up leaving there. Since we do have traffic coming in, we should be able to convert more of it into applications. That was the issue I had been aware of for a long time.”

How We Discovered BOTCHAN AI and What Led Us to Implement It

At that time, they received a proposal for BOTCHAN AI, a chatbot that leverages generative AI, and Mori immediately felt, “This is it.” Having already made extensive use of AI chat in his personal life—for example, to search for travel plans—he saw great potential in the user experience of “being able to get the information you want instantly, anytime 24/7.”

Mr. Mori:
“These days, I myself ask AI chat rather than using Google Search. It’s especially convenient for things like finding shops when I travel abroad—the system instantly pulls everything together for me, from reviews to recommendations, fully automatically. I realized that in the field of aesthetic medicine as well, if we could create a situation where users don’t have to keep clicking and jumping from page to page to find what they want, but can simply ‘ask and immediately get the answer,’ their satisfaction would increase dramatically.”

What further accelerated the introduction was the overwhelming speed.
In fact, being able to complete everything from placing the order to implementation on the live site in “just two weeks” had a major impact on the Kyoritsu Beauty Clinic team as well.

Mr. Mori:
“In the beauty industry, competing clinics are constantly trying new initiatives, so we also wanted to move quickly. The person in charge at BOTCHAN responded extremely fast, and we were actually able to implement it in a record ‘two weeks.’ There are many things you simply cannot know until you try, so being able to start with a small-scale test first was also very helpful.”

Process and insights up to implementation: Breaking away from perfectionism
In many cases, introducing an AI chat system requires considerable lead time to verify elements such as response content and security.
However, at Kyoritsu Beauty Clinic, by adopting the approach of “rather than aiming for 100% perfect answers from the outset, let’s fine‑tune as we go,” they were able to achieve the fastest possible implementation.
Naturally, as long as you are involved in medical care, adherence to guidelines and confirmation of safety are essential. Even so, Mr. Mori puts it this way.

Mr. Mori:
“When you look at the conversation logs from the initial rollout, you can clearly see what users actually want to know. Based on that, you can immediately say, ‘Then let’s fix this part,’ and make improvements right away. Rather than delaying the launch in pursuit of perfection from end to end, I felt it was much faster—and more likely to produce results—to keep trying and updating as we go.”

Results after implementation: CVR exceeds 110%, plus the added value of “authentic customer feedback”
Since implementation, what Mr. Mori has found particularly impactful is that they can now “capture the unfiltered voices of users while they are browsing the site.”
What kind of wording users use to describe their concerns, and which treatments they are interested in—
he says they are now able to grasp these subtle VOCs (Voices of the Customer) more accurately than ever before.

Mr. Mori:
“We often receive questions that use completely unexpected keywords, and based on that, we’ve been able to review how we phrase our columns and treatment menus and consider our next moves. Of course, we’re pleased that the CVR has increased to around 110%, but even more valuable is the new insight we gain from realizing, ‘So this is the kind of question people have.’
In addition, BOTCHAN AI itself serves as a ‘highly capable assistant available 24/7,’ immediately resolving patients’ questions and smoothly guiding them through to the reservation flow.
Because it can also handle inquiries at night and on holidays, when staff and doctors are busy, it is highly valued for allowing reception operations to continue without interruption.
As a result, it also plays an important role in ensuring that we do not lose potential users.”

Future outlook: Toward conversational LPs and automated analysis of user behavior
Mori’s ideas show no sign of slowing down.
Looking ahead, he is also focusing on the potential of so‑called “conversational LPs” that could make it unnecessary to browse a website hierarchically in the first place.

Mori:
“At the moment, information is scattered all over the website, so users have to scroll through long columns or hop between multiple pages. Ideally, we’d like a state where you don’t have to ‘search’ the page — you just ask and get an answer.

As a pioneering step, we’re counting on “BOTCHAN AI” to analyze user behavior patterns and leverage A/B testing. If we can accurately grasp who is looking at which pages and what questions they’re throwing out, we should be able to refine optimal service proposals, pricing plans, and acquisition channels much more precisely.

We also keep demanding AI‑only advancements such as page‑summarization features and automatic presentation of case‑study photos. There’s nothing but excitement for what’s coming next.”

A message for those facing similar challenges
“Traffic to the site is high, but it rarely leads to results (bookings or sales).”
“I want to make handling inquiries and customer service more efficient.” — Many people likely share these concerns.
Mr. Mori emphasizes that “BOTCHAN AI is not just a tool, but an essential partner for scaling your business.”

Mr. Mori:
“Some people may think it’s just an AI that answers questions, but the real value lies in its ability to clearly identify ‘the information users truly want.’
From there, you can plan initiatives, improve your site, and ultimately increase sales—the real appeal is the PDCA improvement cycle that revolves around BOTCHAN AI.
Because the AI keeps evolving even after implementation, there are many aspects you simply won’t understand until you actually try it.
Rather than aiming for perfection, I believe you get a completely different sense of speed if you first put it into operation and then feed back users’ voices from there.”

Kyoritsu Beauty Clinic’s commitment to “boldly adopting new AI-driven customer experiences while valuing the true essence of medical care” should offer useful insights not only for the aesthetic medicine industry, but for every sector.
If you feel that “the CVR of your own website has plateaued” or that you “want to create new customer experiences using generative AI,” we encourage you to explore the potential of BOTCHAN AI.

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If you would like to confirm whether BOTCHAN can be implemented in your own company, or if you would like advice tailored to your situation, please feel free to contact us with your questions or inquiries.

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