🌿
Geneva Wellness Center
📊 Analytics Dashboard
📅 Strategy 2025
Sales Strategy & Social Media Playbook
Data-driven from 6,199 bookings · ₱91.4M revenue · Competitor benchmarked vs. Belo, Luminisce, Svenson, SKALP
Market Size PH Aesthetics
₱300B+
▲ 12% YoY
Geneva's Revenue (2025)
₱47.1M
▲ 6.3% vs 2024
Years of Experience
15 Years
Established
Social Media Score
38/100
Needs work
Conversion Rate Gap
−7.2pp
27% → 20%
Untapped Treatment
Excimer
₱5.8M, 0 ads
🔍
Market Reality: Geneva competes in a ₱300B+ Philippine aesthetics market growing at 12% YoY. Competitors are pulling ahead on digital content volume, celebrity trust signals, and loyalty ecosystems — not treatment quality. This gap is closable within 90 days.
₱300B+
PH Aesthetics Market Size
▲ 12% YoY growth
4
Direct Competitors Tracked
Belo · Luminisce · Svenson · SKALP
38/100
Geneva Social Media Score
▼ vs. 88/100 Belo benchmark
85/100
Hair Specialization Score
▲ Highest in Alabang market
Head-to-Head Competitor Matrix
Geneva benchmarked against Belo, Luminisce, Svenson, and SKALP across 12 key factors
Factor🌿 GenevaBelo MedicalLuminisceSvensonSKALP
Branches1 (Alabang)14+ nationwide4 (BGC, Alabang)Multiple3 locations
Hair SpecializationDeep — F-Scalp, Scalp-P, Hair RegrowthOffers transplantsExosome scalp onlyDeep — core productHead spa specialist
Skin TreatmentsHIFU, CO2, Pico, Hydra, Carbon, CryoFull suite + surgeryPremium full suiteLimitedMinimal
Celebrity EndorsersNone visibleVice Ganda, Piolo, Lovi PoeDr. Reyes credibility15+ celebritiesNone
Loyalty ProgramNoneBelo Privilege ClubNewsletter perksOngoing plansNone
Installment PlansNot advertised0% CC installmentNot visibleNot visibleNot visible
Free ConsultationNot advertised₱1,500 feeNot visibleFree scalp assessmentNot visible
TikTok PresenceExists — low qualityActive @belobeautyLimited@svensonphl activeMinimal
Educational ContentMinimalBlog "The Base"Manila Bulletin + YouTubeTrichologist contentSome IG posts
Male-Targeted MarketingNot visiblePiolo adsSome"Every strand matters for men"None
Years of Experience15 years35+ years (est. 1990)13 years40+ yearsNew entrant
Companion BookingAlready in dataNot featuredNot featuredNot featuredNot featured
Geneva Competitive Strength Score
Self-assessment vs. market leaders (0–100)
Treatment Range & Quality78/100
Hair Specialization Depth85/100
Social Media Presence38/100
Brand Trust Signals42/100
Lead Conversion System29/100
Customer Retention51/100
Pricing Competitiveness70/100
Geographic Reach22/100
SWOT Analysis
Strategic position assessment
💪 Strengths
  • 15 years of hair & skin expertise
  • Full treatment suite — hair + skin
  • 85/100 hair specialization score
  • ₱85K avg ticket (premium positioning)
  • Companion booking in data
⚠️ Weaknesses
  • Only 1 branch (Alabang)
  • Social media score 38/100
  • 0 hashtags across all platforms
  • Conversion rate dropped to 20%
  • No loyalty program
🚀 Opportunities
  • Male segment 15.5% → 36.6% and growing
  • Excimer RX Laser — ₱5.8M with 0 ads
  • TikTok hair loss content goes viral
  • Q1 budgets peak — advertise in Dec
  • 2,706 lost Meta leads to re-engage
⚡ Threats
  • Belo & Svenson have celebrity pull
  • Luminisce entering Alabang market
  • Rising Meta CPM reducing ad ROI
  • No loyalty program = low retention
  • Single-branch limits scalability
Competitive Score Radar — Geneva vs. Market Leaders
Spider chart across 6 key dimensions
Key Gaps & Immediate Wins
Ranked by effort vs. impact
🎯 Quick Win — Free Consultation Offer
Svenson offers free scalp assessment — this removes the first-visit barrier. Geneva not advertising this at all. Add to all Meta ads immediately.
🔴 Critical Gap — No Loyalty Program
Belo has Privilege Club. Zero competitors provide loyalty at Alabang price point. A simple points system could increase repeat visits by 30–40%.
📱 Opportunity — Male Content Gap
Only Svenson does "Hair for Men" content. Geneva's male segment grew 90% YoY (532→1,012 clients). Dedicated male campaign could add ₱8–12M revenue.
✅ Unique Advantage — Companion Booking
No competitor features companion booking. Geneva already has this in data. Market it as "Bring a friend, both save" — turns single visits into doubles.
Market Position — All Competitors Scored
Overall competitive score across 8 dimensions (0–100)
Geneva Competitive Priority Matrix
Where to invest first for maximum competitive gain
🔴
Social Media Presence (38/100)
Biggest gap vs. Belo (88). Fix hashtags, Reels, TikTok now
Priority 1
🔴
Lead Conversion System (29/100)
20% conv rate vs. 27% prior year. Manychat + Lookalike fix
Priority 2
🟡
Brand Trust Signals (42/100)
No celebrity, no loyalty program. Client testimonial push
Priority 3
🟡
Customer Retention (51/100)
No loyalty program vs. Belo Privilege Club. Build one
Priority 4
🟡
Geographic Reach (22/100)
1 branch vs. Belo 14+. Plan BGC/Makati branch yr 2
Priority 5
🟢
Hair Specialization (85/100)
Top in Alabang market. Protect and amplify this advantage
Defend ✓
🟢
Treatment Range (78/100)
Strong. Add Excimer RX Laser to all marketing materials
Defend ✓
⚠️
Behind the headline: Revenue grew +6.3% but converted clients collapsed 40.9% (935 → 552). The avg ticket jump from ₱47.6K to ₱85.3K — driven largely by Excimer RX Laser — masked a serious volume decline. If ticket growth plateaus, the revenue trend reverses sharply. The priority is recovering conversion rate AND protecting ticket size.
💡
The real opportunity: If 2025 lead volume (2,763) had converted at 2024's 27.2% rate instead of 20%, Geneva would have served 751 clients instead of 552 — generating an additional ~₱17M in revenue at current ticket size. Closing this conversion gap is the single highest-ROI action available.
6 Sales Strategy Pillars Data-Driven
01

Speed-to-Lead System

CRITICAL — Week 1
  • Manychat 60-sec auto-reply — recover 30–40% non-reply leads
  • First message: collect concern → book → confirm in 3 clicks
  • Real-time agent Messenger alert when new lead arrives
  • SLA: no lead goes >5 minutes without first contact
  • Follow-up: Day 1 call + Day 3 SMS + Day 7 Messenger
  • Weekly agent response time audit with scoreboard
02

Premium Positioning

HIGH — Week 1-2
  • Avg ticket already at ₱85.3K — never discount below ₱60K
  • Frame ads around outcome: "Regrow your confidence" not "₱X off"
  • Add price anchor in ads: "Starting at ₱2,500 — Free consult included"
  • Testimonial video ads: 15 seconds, real clients, real results
  • Feature Excimer RX Laser prominently — new, premium, exclusive
  • Create "Premium Package" bundles at ₱100K+ with added value
03

Lead Quality Scoring

HIGH — Week 2
  • Score: Walk-in (10) → Phone (8) → Chat (6) → Meta Ad (4) → Back Track (2)
  • Walk-in converts 45% — prioritize store experience investment
  • Phone leads convert 35% — train agents to push for call, not chat
  • Meta Ad converts only 18% — needs Lookalike Audience upgrade
  • Upload 935 converted clients → 1% Lookalike → 2–3x better leads
  • Monthly audit: pause any ad creative with <15% conversion
04

Re-Engagement Campaign

MEDIUM — Week 2-3
  • 2,501 non-converted 2024 leads (all channels) + 2,211 non-converted 2025 leads = 4,712 total warm leads sitting idle
  • At 10% re-engagement × 20% conversion × ₱85K ticket = ~₱8M recoverable revenue
  • SMS blast: "Your ₱500 consultation credit expires [date]"
  • 3-message Messenger sequence with educational content + soft CTA
  • 10% off first treatment for leads older than 90 days
  • Segment by concern: send hair content to hair-related inquiries
05

Male Market Capture

MEDIUM — Week 2
  • Male segment grew from 532 (2024) to 1,012 (2025) — 90% YoY growth
  • Launch "Hair Loss for Men" dedicated ad campaign
  • Target: Males 25–50, Metro Manila, hair loss interest
  • Creative: real male client results — "You don't have to accept hair loss"
  • Feature: Excimer RX Laser + Hair Transplant + Scalp Treatment bundle
  • Potential: if male conv rate matches female, adds ~₱8M revenue
06

Retention & Loyalty System

MEDIUM — Month 2
  • No competitor in Alabang has a loyalty program — be first
  • Geneva Points: 1 point per ₱1,000 spent → free session at 100 points
  • Referral: "Refer a friend, both get ₱500 off next treatment"
  • VIP tier: ₱200K+ lifetime spend → priority booking + exclusive promos
  • Birthday campaign: automated 20% off in birthday month
  • Annual check-in: "It's been 6 months — your scalp needs a check"
Sales Script Framework For Agents
📞 Opening Framework (First 60 Seconds)
Script structure for Meta Ad leads and chat inquiries
STEP 1 — Personalize (0–15 sec)
"Hi [Name], I'm [Agent] from Geneva Wellness — I saw you asked about [concern]. What's been going on with that?"
STEP 2 — Listen (15–45 sec)
Let them explain fully. Do NOT pitch. Ask: "How long has this been happening?" and "Have you tried anything for it?"
STEP 3 — Social Proof (45–90 sec)
"We've helped 1,400+ clients with exactly this from Alabang, BGC, and Makati over 15 years — including similar cases to yours."
STEP 4 — Soft Close
"Our slots for [this month] are filling up. I can reserve a free consultation for you — what date works best?"
🛡️ Objection Handling Guide
Most common objections and responses
"It's too expensive"
"We have a free consultation first — you only pay if we can solve your concern. And many clients find one treatment lasts years. What's your concern costing you now?"
"I need to think about it"
"Of course. While you think, let me send you a before/after of someone with the same concern as you. Can I WhatsApp it?" [Gets contact, warms up the lead]
"I'll just try [home remedy] first"
"That's fine — most clients try home options first. What often happens is the condition progresses. Our consultation is free, so it costs nothing to know where you stand."
"Can I get a discount?"
"We don't discount treatments because we don't cut corners on quality. But we do have a refer-a-friend benefit — if you bring someone, you both get ₱500 off."
Unit Economics & LTV Analysis Know Your Numbers
Client LTV (est. 2 visits/yr × 3 yrs)
₱512K
₱85.3K × 2 × 3 yrs
Est. Meta CPL (2025)
~₱800
Typical PH aesthetics CPL
Cost to Acquire 1 Client (CAC)
~₱4,000
CPL ÷ 20% conv rate
LTV : CAC Ratio
127x
Exceptional — invest more
📊 What These Numbers Mean
Unit economics that should drive every budget decision
✅ LTV:CAC of 127x is exceptional
Industry benchmark is 3:1 minimum, 10:1 is great. At 127:1, Geneva is massively under-investing in paid ads. Every ₱1 spent acquiring a client returns ~₱127 in lifetime value. The ad budget should be higher, not tighter.
⚠️ CAC rises fast when conv rate drops
At 27% conv rate, CAC was ~₱2,963. At 20%, it jumped to ~₱4,000. Every 1pp of conversion rate recovered = ~₱190 reduction in CAC (at current 20→21% range). Prioritize conversion fixes before spending more on leads.
💡 Re-engagement has near-zero CAC
SMS blast to 4,712 warm leads costs ~₱5–10 per message = ₱47K max spend. If 10% re-engage and 20% convert = 94 new clients × ₱85K = ₱8M revenue for ₱47K cost. 170:1 return.
🎯 Channel ROI Comparison
Where every ₱1,000 of marketing spend delivers most
Re-engagement SMS~170:1 ROI
Google My Business (free)∞ ROI
Meta Lookalike Audience~40:1 est.
Meta Broad Targeting (current)~21:1
Influencer CollabsVariable / Low
Projected Revenue Impact — If All 6 Pillars Implemented
Conservative estimate based on current conversion rate improvements and avg ticket retention
🚨
Critical Audit Findings: 0 hashtags across all 4 platforms · Best Instagram Reel: only 34 likes · Outdated agent contact numbers in pinned posts · Excimer RX Laser (₱5.8M revenue) has zero dedicated content · TikTok posting frequency: very low · Google My Business under-optimized (walk-ins convert at 45% — highest channel) · No WhatsApp Business integration despite PH market reliance on it. All fixable immediately.
Platform Strategy 4 Platforms
🔵
Facebook
Primary Lead Channel
0
Hashtags used
Low
Post consistency
  • Post 5x/week — 3 educational + 1 promo + 1 testimonial
  • Run Facebook Lead Ads with pre-filled forms
  • Upload 6,199 leads → Custom Audience for retargeting
  • Create 1% Lookalike from 935 converted clients
  • Monthly Facebook Live: Q&A with specialist
  • Add "Book Now" button → Messenger booking flow
  • Update contact info — current numbers are outdated
🌸
Instagram
Brand & Visual Growth
34
Best reel likes
0
Hashtags/post
  • Add 20 hashtags per post — 5 broad + 10 niche + 5 location
  • Post 5 Reels/week (sustainable) — before/after + education + BTS
  • Use trending audio for all Reels (check weekly)
  • Strong CTA every caption: "DM 'GLOW' to book"
  • Highlights: Services | Reviews | FAQ | Promos | Team
  • Weekly "Did You Know?" carousel on scalp/skin health
  • Linktree in bio with all services + booking link
🎵
TikTok
Reach & Awareness
None
Native content
Very Low
Posting freq.
  • Start at 1x/day for 30 days, scale to 2x/day after consistency is proven
  • Use ONLY trending audios from TikTok Creative Center
  • Content: 40% education, 30% before/after, 20% BTS, 10% promo
  • TikTok SEO: use keywords in captions ("hair loss Alabang")
  • Stitch popular hair loss videos and add Geneva's expert take
  • Feature real clients (with consent) — authenticity beats production
  • TikTok Ads: ₱500/day for 7 days, ages 25–44 Metro Manila
🧵
Threads
Authority Building
~0
Engagement rate
None
Content strategy
  • Post 3x/day — Threads rewards consistent text posts
  • "3 signs your hair loss needs professional treatment"
  • Ask questions to drive comments: "What's your skin concern?"
  • Cross-post best Threads content to Instagram automatically
  • Reply to EVERY comment — algorithm rewards conversations
  • Weekly poll: "Which treatment are you most curious about?"
  • BTS: "A day in Geneva Wellness Center" text thread
High-Priority Local & Messaging Channels Often Overlooked
🚨
Critical gap: Walk-in clients convert at 45% — the highest of any channel. Yet Geneva has no visible Google My Business optimization, no WhatsApp Business integration, and no review generation system. These two channels directly feed walk-in traffic and are completely free.
📍
Google My Business
Walk-in Discovery — Priority Zero
45%
Walk-in conv rate
Free
Cost to optimize
  • Complete every field — hours, services, photos, Q&A, description with "Alabang hair treatment"
  • Post weekly GMB updates — treatments, promos, before/after photos
  • Ask every converted client for a Google review — send Messenger link after treatment
  • Target: 50+ 5-star reviews in 90 days (currently minimal)
  • Enable "Book an Appointment" button directly on GMB listing
  • Add all treatment keywords in description: scalp, hair loss, HIFU, Excimer, Alabang
  • Monitor and reply to every review within 24 hours — boosts ranking
💬
WhatsApp Business
Lead Follow-Up & Booking
98%
Open rate (vs 20% email)
Day 1
Setup time
  • Set up WhatsApp Business profile with catalog of services + prices
  • Use Quick Replies for top 10 most common questions
  • Broadcast lists for monthly promos to opted-in clients
  • Add WhatsApp number to every Meta ad — "Chat us on WhatsApp"
  • Integrate with Manychat for unified inbox management
  • Send appointment reminders 24hrs and 2hrs before — reduces no-shows by ~30%
  • After-treatment: auto-send care instructions + review request link
Weekly Content Calendar All 4 Platforms
Mon
Tue
Wed
Thu
Fri
Sat
Sun
🔵 FB
Educational
Signs you need hair treatment
Tip
Hair care myth vs. fact
Testimonial
Client case study + result
Educational
Treatment explainer carousel
Promo
Weekend offer + Lead Ad
Engagement
Tag someone who needs this
🌸 IG
Reel
Hair loss causes explained
Story Poll
Hair or skin concern?
Carousel
Top 5 Geneva treatments
Reel
Trending audio + demo
Story
Free consult this weekend
Before/After
Real client result
Story
Next week preview
🎵 TT
Education
3 scalp facts you missed
Before/After
Hair transformation video
BTS
Day in the life at Geneva
Stitch
Respond to hair loss video
Promo
Promo with trending audio
Education
Scalp care routine
Mindset
Wellness motivation clip
🧵 TH
Expert Tip
Monday scalp tip thread
Question
What's your skin type?
BTS
Behind the scenes text
Thread
5-part expert tip series
TGIF
Share your wellness goal
Recap
Week recap + teaser
20 Hashtags Template — Copy & Use Now
Mix of broad, niche, and location hashtags for every post
#HairLoss
#HairTransplant
#ScalpTreatment
#WellnessCenter
#HairGrowth
#AlopeciaAwareness
#SkinCare
#DermaClinic
#TreatmentResults
#GenevaWellness
#WellnessPH
#SkinCarePH
#HairClinicPH
#Alabang
#AlabangLife
#Muntinlupa
#FilinvestCity
#SouthMMClinic
#ExcimerLaser
#HairRestoration
Usage tip: Add 20 hashtags in the FIRST COMMENT of IG posts (not caption) to keep captions clean. For TikTok, put 3–5 keywords naturally in the caption text.
Content Performance Benchmark
Realistic 60-day targets with hashtags + consistent posting (not aspirational)
🎯
Realistic Target: If all actions below are completed, Geneva should recover conversion rate from 20% back to 25%+ by Q3 2025. At 2,763 leads × 25% × ₱85K avg ticket = ₱58.7M annualized — a +24.6% improvement over current 2025 pace. Assumes same lead volume; if Lookalike Audience + GMB optimization increase leads to 3,200+, target rises to ₱68M+.
90-Day Execution Timeline
Prioritized by revenue impact
🔥
Week 1 — Critical Fixes
Stop the bleeding — quick wins first
Install Manychat — 60-sec auto-reply to all Meta leads
Complete Google My Business — photos, services, booking button, description with keywords
Set up WhatsApp Business — catalog, quick replies, link to Meta ads
Add 20 hashtags to ALL new posts on IG and TikTok
Audit all posts — remove/update outdated contact numbers
Update website — add Excimer RX Laser service page
📊
Week 2 — Ad Infrastructure
Build high-quality lead machine
Upload 6,199 leads to Meta Custom Audience
Create 1% Lookalike from 935 converted clients
Launch Excimer RX Laser dedicated ad campaign
Launch "Hair Loss for Men" separate campaign
📱
Week 3-4 — Content & Re-engagement
Build audience, recover lost leads
TikTok 2x/day — trending audio + hair/skin content
SMS blast to 2024 non-converted leads with offer
Instagram 1 Reel/day — 30-day consistency challenge
A/B test 3 ad creatives — pause underperformers
⭐
Month 2 — Loyalty & Partnerships
Build retention systems
Launch Geneva Points loyalty program
Referral program: "Bring a friend, both save ₱500"
3 micro-influencer collabs in Alabang/Las Piñas
Monthly Facebook Live — specialist Q&A session
🚀
Month 3 — Scale & Optimize
Scale what's working, cut what's not
Review all ad performance — scale winning creatives
Q1 2026 campaign planning — peak season prep
Birthday automation — 20% off in birthday month
Second branch research — BGC or Makati as next location
Revenue Forecast — With Strategy
Conservative projection if all pillars implemented
Budget Allocation Recommendation
Monthly marketing budget split
Priority Action Table Ranked by ROI
TimelineActionOwnerPriorityExpected Revenue Impact
Day 1Install Manychat — 60-sec auto-reply to Meta leadsDigital / MarketingCRITICALRecover ~₱2.4M in lost non-reply leads
Day 1Complete Google My Business profile — hours, photos, services, booking buttonMarketingCRITICALFree traffic to 45%-converting walk-in channel
Day 1Set up WhatsApp Business — catalog, quick replies, broadcast listDigitalCRITICAL98% open rate follow-up vs 20% email
Day 1Add 20 hashtags to all new IG and TikTok postsSocial MediaCRITICAL+40–60% organic reach within 14 days
Day 2Audit & update outdated contact numbers in postsSocial MediaCRITICALStop active lead friction immediately
Day 3Add Excimer RX Laser to website + 3 IG postsWeb + SocialHIGHNew inbound for ₱5.8M treatment
Day 3Send Google review request link to all 1,487 past clients via MessengerCRMHIGH50+ reviews boosts local ranking → more walk-ins
Week 2Upload 6,199 leads → Meta Custom AudienceMarketingHIGHRe-engage 2,706 lost leads at low CPM
Week 2Create 1% Lookalike from 935 converted clientsMarketingHIGH2–3x better lead quality
Week 2Launch "Hair Loss for Men" ad campaignMarketingMEDIUM+₱8–12M from male segment
Week 2Launch Excimer RX Laser dedicated FB + IG adsMarketingMEDIUMAccelerate ₱5.8M treatment revenue
Week 3SMS blast to 2024 non-converted leadsCRMMEDIUM10–15% re-engagement = ~500 warm leads
Week 3Set agent SLA: max 5-min first response timeOperationsMEDIUMStop losing warm leads to slow reply
Month 2Launch Geneva Points loyalty programOperationsMEDIUM+30–40% repeat visit rate
Month 2Micro-influencer collabs (3 in Alabang area)MarketingLOW10K+ new reach per collab
Month 3Q1 2026 "Fresh Start" campaign planningMarketingLOWCapitalize on Jan–Mar peak period
Geneva Wellness Center Strategy Report · Filinvest City, Alabang · Based on 6,199 booking records (2024–2025) · Confidential — Internal Use Only