Ozone Aesthetics · Regenerative Therapy Launch

Regenerative
Therapy Launch

A compliance-first marketing system for advanced regenerative protein therapy — built for the South African market, anchored in medical authority, and designed to fill Dr. Landman's consultation calendar.

Dr. Hilda Landman, MB ChB Somerset West, South Africa March 2026
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Non-Negotiable

Compliance is the foundation.

Every word, image, and ad in this campaign is governed by HPCSA regulations. Violating them risks Dr. Landman's medical licence. There are no exceptions.

⚠ The product is not yet registered with SAHPRA (South Africa's FDA equivalent). We never name it publicly — no "RPA," no "Regenerative Protein Array," no "Genesis Regenerative."
✕
No product names — no "RPA," no brand names in any public-facing material
✓
Practice advertises services — "Ozone Aesthetics now offers advanced regenerative therapy"
✕
No product endorsement — Dr. Landman cannot promote a specific product for financial gain
✓
Educational capacity — Dr. Landman can explain what the practice offers and how consultations work
✕
No public pricing — investment discussed during consultation only
✓
Conditions-led marketing — talk about joint pain, arthritis, chronic inflammation — the patient's problem
✕
No "free consultation" — considered "touting" under HPCSA. No material incentives.
✓
Direct response with clear CTAs — hooks, curiosity, calls to action are fine. Just not hard-sell.
✕
No superiority claims — no "best," no "1000x more potent," no celebrity references, no competitor names
✓
WhatsApp as primary channel — standard for the SA market. Automated initial message, then human handoff.
Strategic Positioning

Conditions-led. Practice-fronted.
Compliance-safe.

The old approach led with the product and Dr. Landman as endorser. Every element created regulatory exposure. The new approach is just as compelling — without the risk.

Old Approach

"RPA is a breakthrough product with 300+ proteins — Dr. Landman is bringing it to South Africa."

→
New Approach

"Ozone Aesthetics now offers advanced regenerative protein therapy — a cutting-edge treatment that may help your body heal conditions that haven't responded to conventional approaches."

"Your body already knows how to heal. Sometimes it just needs the right support to remember how."

Campaign Promise

Core Messaging Pillars

01
Conditions-Led
We talk about joint pain, arthritis, chronic inflammation. The patient's condition is the hook. The treatment is positioned as a potential answer.
02
Benefits-Focused
Not "300+ healing proteins" but "get back to the activities that make retirement worth it." Transformation in their language.
03
Curiosity-Driven
We hint at cutting-edge options. The full picture — what it is, how it works, what it costs — is revealed in the consultation.
04
Authority-Education
Dr. Landman's credentials, published research, and the practice's reputation. Confident and knowledgeable — not academic, not salesy.
05
Direct Response
Clear CTAs. Scroll-stopping hooks. The assessment as a commitment device. Urgency rooted in reality, not manufactured scarcity.
Target Audience

Four segments, one truth:

They've tried everything. Nothing gave lasting relief. They're still searching — and they're affluent, health-literate, and proactive enough to act when they find the right option.

The Active Retiree
35–40%
Age 50–70 · Western Cape · Retired professionals
Golf at Erinvale. Hiking the Helderberg. Walking along the coast. Knee, hip, or shoulder pain is changing what they can do each day — and they refuse to accept it.
"Get back to the activities that make retirement worth it."
The Treatment Veteran
30–35%
Age 45–70 · Tried physio, cortisone, PRP, stem cells
They've done the rounds — physiotherapy, cortisone injections, PRP, chiropractic, acupuncture, anti-inflammatories. Nothing gave lasting relief. Frustrated, but not hopeless.
"If previous treatments haven't given you lasting relief, there may be an option you haven't explored."
The Quality of Life Seeker
20–25%
Age 50–75 · Chronic conditions affecting daily life
Pain on waking. Stiffness that limits independence. Fatigue that has become the norm. They're looking for answers beyond ongoing medication management.
"Imagine what your life looks like with less pain and more energy."
The Medical Explorer
10–15%
Any age · Thorough researcher · Reads medical journals
Compares every option before committing. Wants to understand the mechanism of action. Will not be rushed. Needs scientific credibility above all else.
"Here's what the latest regenerative medicine research shows about your condition."
Messaging Framework

Say this. Not that.

Every headline, hook, and CTA has been written within the compliance framework. The table below is the quick-reference for anyone writing copy.

✓ Compliant (Say This) ✕ Non-Compliant (Never This)
"Ozone Aesthetics offers advanced regenerative therapy..." "Dr. Landman recommends this breakthrough product..."
"A treatment that supports your body's natural healing processes" "The most powerful regenerative treatment available"
"Many patients report meaningful improvement in mobility" "You WILL experience dramatic results"
"This treatment delivers concentrated healing proteins directly to tissue" "RPA contains 300+ proteins — 1000x more potent than PRP"
"Find out if this could help your condition" "Book your FREE consultation today"
"Take our 2-minute assessment" "Take our fun quiz to see if you qualify"
"Published research supports regenerative proteins in tissue repair" "Celebrity X swears by this treatment"
"Investment discussed during your consultation with Dr. Landman" "Starting from R130,000"

"What if the issue isn't that your body can't heal — it's that it's forgotten how?"

— Hook Framework, Curiosity Angle
Funnel Architecture

From awareness to consultation.

Every step earns the next. Ads educate. The assessment qualifies. The consultation reveals. No step sells — each one earns enough trust to move forward.

1
Paid Ads (Facebook · Instagram · Google)
Conditions-focused creative. Joint pain, chronic inflammation, mobility. Visual storytelling, empathy hooks, educational carousels. No product names, no pricing.
2
Landing Page / Website Service Page
Conditions-led copy. Education + trust elements. Dr. Landman's credentials. Practice reputation. Single CTA: "Take the Assessment."
3
Assessment (10 Questions in GHL)
Conditions → Treatment history → Lifestyle → Readiness. One question per screen, mobile-first, 2 minutes. POPI consent collected at entry.
Highly Qualified
Priority results + immediate booking prompt
Standard
Standard results + booking option
Not Qualified
Nurture path + alternative services
4
Book a Consultation
GHL calendar integration. Select date/time. Confirmation via email + SMS + WhatsApp. Pre-consultation reminder sequence.
5
In-Person with Dr. Landman
Clinical assessment. Honest recommendation. Treatment details + pricing revealed here. Full informed consent if proceeding. This is where the product name can be discussed.
Performance Targets

The numbers that matter.

Conversion targets at each funnel stage, cost benchmarks in ZAR, and monthly budget guidance for three phases of growth.

Stage Target Notes
Ad Click-Through Rate 1.5–3% Conditions-focused ads with empathy hooks
Landing Page → Assessment Start 40–60% Single-purpose page, no navigation distractions
Assessment Start → Complete 60–80% 10 questions, one per screen, mobile-first
Assessment → Qualified 70–85% Designed to qualify in, not screen out
Qualified → Consultation Booked 30–50% Email + SMS + WhatsApp nurture drives this
Consultation → Showed 75–85% Pre-consultation reminder sequence
Showed → Treatment Booked 40–60% Depends on Dr. Landman's consultation approach

Cost Benchmarks (ZAR)

Metric Target Range Notes
Cost Per Click R10–30 Facebook/Instagram; Google higher for high-intent search
Cost Per Assessment Start R50–100 Primary top-of-funnel metric
Cost Per Qualified Lead R150–300 Assessment complete + meets qualification threshold
Cost Per Consultation Booked R500–1,000 The metric that matters most for budget forecasting
Cost Per Patient Acquired R5,000–15,000 Full acquisition cost — strong ROAS at this price point

Monthly Budget Phases

Launch · Month 1
R15–25K
Monthly Ad Spend
15–50 consultations booked
Optimise · Months 2–3
R25–50K
Monthly Ad Spend
25–100 consultations booked
Scale · Month 4+
R50–100K+
Monthly Ad Spend
50–200 consultations booked
Geographic Targeting

Somerset West first.
Then the Western Cape. Then beyond.

Three phases of geographic expansion — from local community to national destination to international medical tourism.

Phase 1 — Launch
Somerset West + Cape Town Metro
Months 1–3
  • Somerset West (practice location)
  • Helderberg basin — Strand, Gordon's Bay, Stellenbosch
  • Cape Town Southern Suburbs + City Bowl
  • Northern Suburbs, Durbanville, Bellville
  • Winelands — Franschhoek, Paarl, Wellington
Phase 2 — Regional
Western Cape + Garden Route
Months 4–6
  • Overberg — Hermanus, Kleinmond, Betty's Bay
  • Garden Route — Mossel Bay, George, Knysna, Plettenberg Bay
  • Breede Valley — Swellendam, Montagu, Robertson
  • Practice positioned as regional destination
Phase 3 — National + Intl
SA Metros + Medical Tourism
Month 7+
  • Johannesburg, Pretoria, Durban
  • Fly-in consultations + treatment packages
  • International — African countries, Europe
  • Wellness centre concept (HOCATT + regen)
Channel Strategy

Every channel has a job.

Facebook for awareness, Google for intent, WhatsApp for conversion, email for education. No channel does everything — each one earns its place.

📱
Facebook / Instagram
Primary Paid Channel
Conditions-focused visual storytelling. Carousel and video formats. Multiple ad angles per segment. All traffic → assessment landing page. Retargeting of visitors + abandoners.
🔍
Google Ads
High-Intent Search
"Regenerative therapy Cape Town," "alternative to knee replacement SA." Higher CPC but higher intent. Never product-name keywords. Conditions + location targeting.
💬
WhatsApp
Primary Follow-Up (SA Standard)
90%+ open rates vs 20-30% email. Post-assessment follow-up. Appointment reminders. CTA on every page. Automated initial → human handoff.
📧
Email
Education + Nurture
Longer-form educational content. Post-assessment results. Pre-consultation prep. No-show recovery. Monthly regenerative medicine updates.
📲
SMS
Reminders + Time-Sensitive
Booking confirmation. 24-hour reminder. 2-hour reminder. No-show follow-up. Short, actionable — cuts through when WhatsApp and email are missed.
Launch Timeline

Two weeks to live.

Week 1 builds everything. Week 2 tests, launches, and starts optimising. Every task has an owner and a deliverable.

Week 1 — Build Everything
Finalise all website page copy + assessment questions + ad copy + email/SMS sequences
Jason (review) · Claude (draft)
Write team handoff document + A2P/GHL technical setup guide
Jason · Dre
Distribute handoff package to team with per-person instructions
Jason → Maggie, Mary, Aman
Build assessment funnel in GHL — landing page, form, results pages, booking calendar
Mary (build) · Maggie (review)
Build website service pages on ozonaesthetics.co.za (WordPress/Elementor)
Amandeep
Set up email/SMS/WhatsApp sequences + CRM tags/pipeline in GHL
Mary (build) · Maggie (review) · Dre (tags)
Submit A2P verification for text messaging compliance
Jason · Dre
Week 2 — QA, Launch, Optimise
QA full funnel end-to-end — every path from ad click to confirmation
Maggie · Mary
Cookie consent + tracking verification — Pixel, GA4, conversion events
Amandeep
Set up Facebook/Instagram + Google Ads campaigns — audiences, creatives, budgets
Maggie
Final compliance review — all materials checked against 10 rules before go-live
Jason · Maggie
Warm list outreach — email Dr. Landman's existing patient database
Maggie (execute) · Jason (approve copy)
Cold traffic launch — campaigns go live. Daily monitoring begins.
Maggie · Weekly review with Jason
The Team

Who does what.

JK
Jason
Project Oversight · Approvals · Client Coord
MB
Maggie
Media Buyer · PM · Campaign Setup
MG
Mary
VA · GHL Builds · Funnel Setup
AS
Aman
WordPress · Elementor · Web Dev
AL
Dre
AI + GHL Ops · Tags · Joins Later
What's Next

Decisions and open items.

These items need resolution before or during launch. Each one has a clear owner and dependency.

  1. Confirm pricing with André Smith & Dani — not with Hilda. Pricing is revealed in consultation only, but the team needs to know the range.
  2. Get Dr. Landman's updated bio/credentials — needed for website copy and authority-education positioning in ads.
  3. Obtain practice photos — Somerset West location images for website pages and ad creative.
  4. Determine payment terms — deposit? Payment plans? Full upfront? Discussed in consultation only, but GHL needs configuration.
  5. Assess Dr. Landman's willingness for video — video content would significantly strengthen the authority pillar. All content must follow compliance rules.
  6. Complete A2P verification — required for text messaging. Jason/Dre to submit during Week 1.
  7. Set up testimonial collection process — once treatments commence, real patient stories (with written consent + "results may vary") become the most powerful proof element.
  8. Monitor SAHPRA registration progress — once registered, the product-naming restriction can be reassessed.

"Your practice has the expertise, the location, and the treatment. What it doesn't have yet is a system that turns awareness into consultations. That's what we're building."

— Project Thesis