Farjo Institute: Hair transplant surgery
Launch date: 11 June 2012
- Position Dr Farjo as the UK’s leading authority on hair transplant surgery within the national media.
- Raise awareness amongst men of what hair transplantation can achieve.
- Demonstrate how hair transplant surgery works.
- Drive a minimum of 3,000 visitors to the microsite (this is 10 times the number of unique users the website generally receives per month).
- Boost the number of enquiries to The Farjo Hair Institute.
Strategy and details of activity
The UK’s first hair transplant surgery was broadcast live over the internet.
On 11 June 2012, Dr Farjo performed a hair transplant on ex-England football player, Michael Gray. The entire eight-hour procedure was streamed across the internet. Throughout the surgery, questions were fielded via Twitter to both doctor and patient.
Michael Gray was selected due to his high profile amongst the key demographic would greatly assist in securing target viewer numbers. He’s a pundit for TalkSport and has upwards of 30,000 followers on Twitter.
Michael was an excellent surgical case study, as his hair loss was not overly significant but extremely common amongst male hair loss suffers.
This helped to demonstrate not only how the surgery worked, but what it could achieve for men with different levels of hair loss."
- Over 11,000 viewers tuned in.
- 144 pieces of coverage were secured.
Five broadcast interviews were arranged attracting over two million listeners. Coverage positioned Dr Farjo as a leading authority in hair loss, with 58% referencing his expertise. Results were also seen in new areas, with nine pieces of coverage in sports pages and forums, and eight pieces in foreign press, bringing the subject of hair transplantation and Dr Farjo to new audiences.
Conversations on Twitter regarding Dr Farjo and hair transplant surgery increased by over 600 per cent on the day of the event.
Since performing the surgery, Dr Farjo has been approached by various media including Channel 4’s Embarrassing Bodies, to provide expert commentary.
Business outcome: Dr Farjo has registered an unprecedented number of enquiries and subsequent bookings directly due to the activity.
These are as follows:
Monday, 11th June: 90 enquiries (average number of enquires per day in 2012 was 6).
Week commencing 11th June: 337 enquiries (average number of enquires per week in 2012 was 31).
Month of June 2012: 926 enquiries (average number of enquires per month in 2012 was 114). One in every three enquiries went on to book treatments with Dr Farjo.
The average cost of a hair transplant at The Farjo Hair Institute is £6,500. Total cost for the above treatments is approximately £2,002,000.
Total budget £7,000
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