Creating a customer
journey-led paid
advertising and social
media strategy for a
pelvic health startup.
What they needed
Synkro Health was a new pelvic wellness clinic based in Stellenbosch. Their service is non-invasive, effective, and designed to treat sensitive health issues that are often difficult to talk about.
Their challenge was visibility. They weren’t sure how to reach the right audience or communicate the value of their service in a way that would encourage trust and action.
They approached us to help them build a strategy, not just to get more eyes on their brand, but to understand how to guide potential clients from discovery to booking.
What we delivered
We developed a marketing approach built around three key stages of their customer’s buying journey: awareness, consideration and conversion.
We provided two core deliverables:
- A once-off paid advertising and social media strategy for the team to use internally, and
- A complete email welcome sequence, including design, copy, automation and integration.
Helping people connect with a
solution they didn’t know existed
Pelvic floor therapy isn’t widely known in South Africa, and many people experiencing symptoms like bladder leaks or postnatal recovery challenges might not even know that help is available.
Our first goal was to help Synkro Health increase awareness in a way that felt calm, trustworthy and clear.
We developed:
- A paid advertising strategy focused on top-of-funnel reach, with messaging to help people recognise common symptoms and feel seen.
- Campaign structure and audience segmentation recommendations.
- Organic social media pillars and post ideas aligned with real-life scenarios, not medical jargon.
- Guidance on content cadence and platform focus.
- The goal was simple: connect with the right audience and start a conversation.
Building understanding and trust
Once someone is aware that a service might help, the next step is understanding. What is it? Will it work for me? Is it safe? And why you?
We provided:
- Mid-funnel ad creative ideas focused on education and reassurance.
- Post types designed to answer common questions about the treatment.
- A strategy for using testimonials and soft proof points without relying on heavy claims.
- Messaging designed to reduce doubt, not pressure people into booking.
- Everything was framed with empathy, giving people space to explore without pushing for an immediate decision.
Making the first step simple
We supported the final stage of the customer journey by helping Synkro Health nurture interest through their owned channels.
We:
- Designed and wrote a website pop-up offering a free first session to collect email signups.
- Built a three-part email welcome sequence in MailChimp to nurture customers to take action.
The emails were written in plain language, with a focus on education, comfort and simplicity. The call to action in each was clear: book a free first session when you’re ready.
The result
Synkro Health now has a strategy that aligns with how people discover, consider and choose a service like theirs. While the implementation was handled by their internal team, our work gave them a structure to follow, designed to support various stages of their customer’s buying journey.
If you’re in the early stages of launching or repositioning a service and need help mapping out your strategy, we can support you with either a done-for-you implementation or a once-off paid advertising and content strategy. Kindly view our paid advertising services here for more details.
