Hair transplant clinic in Tirana: reply rate from Italian patients up from 10-12% to 70%

What was the problem?

A hair transplant clinic in Tirana was getting a steady flow of leads from Italy through its ads. But leads alone were not enough: only 10-12% of the people the clinic’s team messaged ever replied. Almost 90 out of every 100 leads were lost before the first conversation, and most of the ad budget was going to waste.

What did we do?

1. Communication built for Italian patients

Drawing on our experience with health tourism ads and the clinics we work with, we gave the clinic’s team specific advice on how to write to Italian patients. The goal was simple: the person who filled in the form should read the first message and keep talking.

2. Which treatment are Italians asking for?

We researched which hair transplant procedure patients in Italy look for and which treatment type has the most demand. Instead of a generic “hair transplant” message, we built the ads around that demand.

3. One strong creative

Once we knew the demand, we built the campaign on a single strong creative. An ad built on that demand brought the cost per lead down to €3-4.

What was the result?

• Reply rate: up from 10-12% to about 70%. The same number of leads now starts roughly 6 times as many patient conversations.
• Cost per lead: down to €3-4.
• Period: July–September 2026.

What did we learn?

When the reply rate is low, the problem is usually not the ad but the first conversation after the lead comes in. Before spending more on ads, look at how the clinic talks to the leads it already has. The second lesson: every market wants something different. Finding the treatment Italian patients are looking for and building the ad around it lowers the cost far more than a generic message.

We explain how we work with clinics in Albania and the Balkans on our clinic marketing in Albania and the Balkans page, and the Italian market on getting patients from Italy.