Regenerative Therapy
Campaign Review
Ozone Aesthetics · Dr. Hilda Landman, MB ChB
Somerset West, South Africa
Everything you need to review in one place: campaign strategy, ad creative, funnel flow, website content, and compliance framework.
What We're Launching
A compliance-safe marketing campaign for Ozone Aesthetics' new regenerative protein therapy service.
“Your body already knows how to heal. Sometimes it just needs the right support to remember how.”
Scientifically grounded. Non-promotional. Emotionally resonant. Curiosity-building. This drives the entire campaign.
Conditions-Led
We lead with the patient's pain — joint problems, arthritis, chronic inflammation. The condition is the hook. The treatment is the answer discovered in consultation.
Authority-Education
Dr. Landman's credentials and published research build trust. Confident and knowledgeable tone. Science brought to the low shelf — no jargon.
Curiosity-Driven
We create an information gap. They know enough to be intrigued, but the full picture is revealed in consultation. Ethical pattern interrupt.
Benefits-Focused
Not 'healing proteins' — but 'get back to the activities that make retirement worth it.' The transformation they want, in their language.
Direct Response
Clear CTAs at every step. Assessment as a micro-commitment device. WhatsApp as primary action channel for the SA market.
Compliance-Safe
Every word has been written within HPCSA regulations and SAHPRA considerations. Practice advertises, not the doctor.
“RPA is a breakthrough product with 300+ proteins — Dr. Landman is bringing it to South Africa”
Product-led, named the product
Positioned Dr. Landman as endorser
Made comparative/superiority claims
Every element created regulatory exposure
“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”
Conditions-led, practice-fronted
Dr. Landman in educational role only
No product names or claims
Compliance-safe while still compelling
Who We're Reaching
Four distinct audience segments, each with tailored messaging. All share affluence, health literacy, and proactive health-seeking behaviour.
The Active Retiree
Age: 50-70Retired professionals in the Western Cape. Golf at Erinvale, hiking in the Helderberg, walking along the coast. Knee, hip, or shoulder pain is limiting their lifestyle.
“Get back to the activities that make retirement worth it”
The Treatment Veteran
Age: 45-70Tried physio, cortisone, PRP, stem cells, chiropractic, acupuncture, pain meds — 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
Age: 50-75Chronic conditions affecting daily life — pain on waking, stiffness limiting independence, fatigue that's become the norm.
“Imagine what your life looks like with less pain and more energy”
The Medical Explorer
Age: Any ageThorough researcher who reads medical journals, compares options, wants to understand mechanism of action. Will not be rushed.
“Here's what the latest regenerative medicine research shows about your condition”
Shared Psychographic Traits
Where We're Advertising
Three-phase geographic rollout starting local and expanding nationally, then internationally.
Western Cape
Regional Expansion
Positions the practice as a regional destination — patients willing to travel 2-4 hours for premium consultation.
National + International
Pending discussions with Andre Smith and Dani. Requires separate regulatory analysis per country.
Platform Budget Split (Phase 1)
Recommended Starting Budget
What the Ads Look Like
Sample Facebook/Instagram ad copy plus Google Search ads. All fully compliant with HPCSA regulations.
Facebook / Instagram Ads
There's a difference between getting older and giving up the things you love.
View full ad copy
You've tried physiotherapy. Cortisone. Maybe PRP. Possibly even stem cells.
View full ad copy
If a doctor has suggested surgery for your joint condition, you're probably weighing up a big decision.
View full ad copy
Google Search Ads
Ozone Aesthetics offers cutting-edge regenerative protein therapy for chronic joint pain, arthritis & reduced mobility. Take a 2-min assessment.
If conventional treatments haven't provided lasting relief, explore regenerative therapy at Ozone Aesthetics. Book a consultation with Dr. Landman.
Before scheduling surgery, explore your options. Advanced regenerative protein therapy may help. Take our 2-min assessment to learn more.
Creative Direction
Warm, natural, aspirational. Helderberg mountains, coastal walks, golf courses, Somerset West landmarks. Active people in their 50s-70s enjoying life.
Educational but warm. Confident but never arrogant. Empathetic — we understand their frustration. Hopeful — but never promising guarantees.
No clinical/sterile imagery. No stock photos of syringes or medical procedures. No before/after photos (yet). No product images or brand logos.
The Patient's Path to Consultation
From first ad impression to in-person consultation with Dr. Landman. Every step is designed to educate, build trust, and qualify.
Awareness
Conditions-focused Facebook/Instagram ads, Google Search ads for high-intent queries, and warm outreach to Dr. Landman's existing patient database.
Landing Page / Website
Conditions-led copy explaining how regenerative therapy works. Three key sections: calming inflammation, rebuilding tissue, reactivating cellular repair. Strong CTA to start assessment.
Assessment
One question per screen, mobile-first. Covers: primary concern, severity, duration, previous treatments, surgery consideration, timeline, investment readiness. POPI consent at entry.
Personalised Results
Based on scoring, prospects see one of three results pages: Highly Qualified (priority booking), Standard Qualified (standard booking), or Not Qualified (nurture + alternative services).
Book Consultation
Qualified leads are invited to book an in-person consultation. WhatsApp CTA as alternative. Email + SMS + WhatsApp nurture drives those who don't book immediately.
Consultation
Thorough clinical assessment. Honest recommendation. Treatment details, pricing, and full informed consent revealed here — not before. No pressure.
See the Pages
Click through to see wireframe previews of each page in the funnel — with the actual copy and layout.
Cost Targets (ZAR)
At high-ticket treatment values, even R15,000 patient acquisition cost delivers strong ROAS.
Pages for ozonaesthetics.co.za
Three new pages being built in WordPress/Elementor for Dr. Landman's website. All copy is compliance-reviewed and production-ready.
Regenerative Therapy
The main landing page for all ad traffic and organic visitors. Full education about the treatment.
Conditions Treated
Detailed, SEO-rich conditions page. Patients searching for their condition + treatment should find this.
FAQ
Comprehensive FAQ addressing every concern. Builds trust and handles objections before the consultation.
Sample Website Copy
Advanced Regenerative Therapy — Now Available at Ozone Aesthetics
A cutting-edge treatment that supports your body's natural ability to heal damaged tissue, reduce chronic inflammation, and restore function — without surgery.
When Conventional Treatments Only Provide Temporary Relief
You've probably tried several approaches. Physiotherapy gave you exercises. Cortisone offered temporary improvement. PRP showed promise. And yet — here you are. Still searching. That's not your fault.
Dr. Landman has dedicated her career to helping patients find solutions where conventional medicine hasn't provided lasting answers. Her philosophy: rather than simply managing symptoms, she seeks to support the body's own capacity to heal, repair, and regenerate.
What Someone Actually Goes Through
The full journey from first touchpoint to treatment and healing. Every interaction is designed to educate, reassure, and respect their autonomy.
Sees an Ad
Scrolling Facebook / Instagram or searching GoogleA conditions-focused ad catches their eye. Not a product pitch — a message about their knee pain, their frustration with past treatments, or a question about their body's ability to heal.
Visits the Website
Clicks through to ozonaesthetics.co.zaLands on the regenerative therapy service page. Reads about how the treatment works (inflammation, tissue repair, cellular healing). Sees Dr. Landman's credentials. Feels understood — this page speaks to their experience.
Takes the Assessment
2 minutes, 10 questionsOne question per screen on their phone. Primary concern, severity, what they've tried before, timeline, investment readiness. Each question builds their internal case for taking the next step. POPI consent collected upfront.
Gets Personalised Results
ImmediateBased on their score, they see a results page tailored to their qualification level. Strong candidates get priority booking. All qualified leads see what a consultation involves and how to book.
Books a Consultation
Online or via WhatsAppSelects a date/time via the GHL calendar widget. If they don't book immediately, they receive a warm nurture sequence: email explaining what the consultation involves, WhatsApp check-in, educational content.
Visits Dr. Landman
In-person at Somerset West practiceThorough, unhurried consultation. Dr. Landman reviews their history, assesses their condition, gives an honest recommendation. Treatment details and pricing revealed here. No pressure, no obligation. If it's not right for them, she says so.
Treatment Day
If recommended and they choose to proceedTargeted application to affected area. Mild discomfort (comparable to standard injection). Under one hour. Return to normal activities same day or next day.
Healing & Follow-Up
Weeks to monthsFirst 24-72hrs: mild swelling possible. Weeks 1-4: early improvements as inflammation calms. Months 1-6: most significant improvements. 6-12+ months: benefits may continue developing. Dr. Landman follows up throughout.
SA market standard. 90%+ open rates. Automated initial + human handoff.
Post-assessment results, consultation prep, long-term nurture sequences.
SMS
Booking confirmation, 24hr reminder, 2hr reminder, no-show follow-up.
The Rules Andre Needs to Know
These are non-negotiable. Violating them risks Dr. Landman's medical licence. Every piece of content has been written within these boundaries.
Why This Matters
The original campaign materials (now archived) named the product, used Dan Kennedy-style marketing, and positioned Dr. Landman as a product endorser. Every one of those elements violated HPCSA regulations. We rewrote everything from scratch to be compliance-safe while remaining compelling. The archived materials can still be used for in-practice education (waiting room TVs, post-consultation handouts) — just not in public marketing.
Regulatory Bodies
Dr. Landman's medical licence is at stake. All advertising must come from the practice, not the doctor personally.
The product is not yet registered as an unregulated substance. Naming it publicly before registration creates regulatory risk.
Every form, email, SMS requires explicit consent. Unsubscribe links mandatory. Data handling disclosures required.
The 10 Non-Negotiable Rules
1Practice advertises — not the doctor
HPCSA prohibits practitioners from participating in commercial advertising or promotion of any medicine or medical device for financial gain. The entity doing the advertising is Ozone Aesthetics the practice. Dr. Landman appears in informational/educational capacity only.
"Ozone Aesthetics offers advanced regenerative therapy..."
"Dr. Landman recommends this breakthrough product..."
2No product brand name — ever
The product is not yet registered with SAHPRA (South Africa's FDA equivalent). Publicly naming an unregistered product creates regulatory risk. Internally we know what it is; publicly we call it "advanced regenerative protein therapy" or "regenerative treatment."
"Advanced regenerative protein therapy"
"RPA", "Regenerative Protein Array", "Genesis Regenerative"
3Dr. Landman: educational capacity only
She can explain what the practice offers, what happens during a consultation, and how regenerative medicine works. She cannot be positioned as recommending or endorsing a specific branded product.
"Dr. Landman will assess whether this treatment is appropriate..."
"Dr. Landman personally recommends this treatment..."
4No public pricing
Pricing is revealed in the consultation room only. No ads, no landing pages, no emails reference specific Rand amounts. The assessment uses qualitative language about investment readiness.
"Investment discussed during your consultation"
"Starting from R130,000"
5"Assessment" not "quiz"
Positions the screening as a medical pre-qualification tool, not a marketing gimmick. Supports the authority-education tone throughout all materials.
"Take the 2-minute assessment"
"Take our fun quiz to see if you qualify"
6No fabricated testimonials
Until real patients have been treated and given written consent, we use published peer-reviewed research, general regenerative medicine statistics, and Dr. Landman's professional credentials as proof elements.
"Published research supports the role of regenerative proteins..."
"Celebrity X swears by this treatment"
7No superiority or canvassing claims
HPCSA rules prohibit canvassing and comparative superiority claims. We never compare this treatment to competitors by name or claim it is better than any other treatment. No "best," no "most advanced."
"A treatment that supports your body's natural healing"
"The most powerful regenerative treatment available"
8No touting — no "free consultation"
Offering free consultations or material incentives to attract patients is considered 'touting' under HPCSA. The Pioneer Patient program was scrapped for this reason.
"Find out if this could help your condition"
"Book your FREE consultation today!"
9POPI-compliant throughout
Every form, email, SMS, and WhatsApp message includes proper consent collection, unsubscribe options, and data handling disclosures per the Protection of Personal Information Act.
Consent checkbox + privacy policy link at every data collection point
Collecting data without explicit opt-in consent
10Conditions-led, not product-led
Ads, pages, and emails lead with the patient's condition (joint pain, arthritis, chronic inflammation). The treatment is the answer discovered during consultation, not the thing being sold in the ad.
"If knee pain has changed what you can do each day..."
"RPA contains 300+ proteins — 1000x more potent than PRP"