Audience-First Growth Marketing: Manhattan Wellness
The challenge
Manhattan Wellness had already done a lot right:
A beautifully designed brand and clear mission
A founder with a sharp sense of her core audience: aspirational, professional women seeking meaningful personal growth and therapeutic support
But there was still untapped potential:
Ad campaigns were reaching 23,000+ people and generating only 600 link clicks, revealing clear room to improve performance.
The brand wasn’t consistently reaching enough of the right people at the right moments.
The online patient journey left opportunities to make booking easier and more intuitive.
The task wasn’t to reinvent the practice. It was to amplify what was working, refine the messaging, and optimize the full path from first impression to booked session.
Our approach
Within 30 days, Hello Helio conducted a comprehensive brand and performance audit that surfaced key opportunities in messaging, content, and audience targeting. Manhattan Wellness had a solid foundation; our role was to scale visibility and improve conversion.
We built a three-part strategy:
1. Brand messaging optimization
We refined the narrative to speak even more directly to the lived experiences of professional women and new mothers in Manhattan:
Centering real pain points around anxiety, life transitions, burnout and the desire for meaningful growth
Positioning Manhattan Wellness as the practice that truly understands those pressures and can hold space for ambitious, high-achieving women
Ensuring web and campaign copy deepened trust rather than feeling generic or clinical
2. Culturally and regionally relevant content
We rebuilt the social content strategy around a distinctly New York lens:
Acknowledging the pace, expectations and constraints of life in Manhattan
Reflecting the cultural moments and day-to-day realities that shape how professional women and new mothers experience stress and seek support
Moving away from generic wellness advice toward timely, empathetic storytelling that made potential patients feel seen and understood
This helped the brand feel rooted in place and culture, not just in a category.
3. Audience-first paid campaigns and funnel optimization
We launched targeted campaigns built from an audience-first perspective:
Campaigns were shaped by what kept women up at night, what transitions they were navigating, and what kind of support they were actively seeking.
In the first 60 days, we used A/B testing to refine creative, formats and placements based on real performance data.
Crucially, we didn’t stop at the ads:
Performance insights were used to locate friction throughout the entire patient journey, from first click to appointment request.
Website messaging and booking paths were adjusted to make the process simpler and more intuitive, not just more visible.
The results
By aligning Manhattan Wellness’ brand story with audience-first performance marketing, results were immediate and measurable.
Paid campaign performance:
150,000+ ad views reaching 45,000+ accounts
2,000+ “Book Now” clicks from highly targeted new mothers
4,000+ total Book Now clicks across brand awareness campaigns
$0.51 cost per click, outperforming the health and wellness industry benchmark of $1.32 by 61%
5,000+ new users per month driven to the website from paid ads alone over 90 days
919% increase in website traffic from paid advertising, dramatically expanding brand awareness and bringing more prospective patients into the funnel Manattan Wellness
Patient engagement and conversion:
200+ qualified leads generated in just 60 days
50+ five-star patient reviews in under 90 days through optimized Google My Business management
Clear improvements in conversion rates following website messaging and journey optimization
What made the difference
This wasn’t about spending more. It was about precision across every touchpoint:
Cultural relevance: Content tapped into real conversations happening among professional women and new mothers in Manhattan, so it felt personal rather than promotional.
Owned + paid integration: Organic social and paid campaigns were aligned, creating a consistent experience that built trust at every stage of the journey.
Google My Business optimization: Local presence was treated as a lead channel, making it easy for potential patients to see authentic reviews and book.
Performance-driven creative: Every ad was designed and tested to drive meaningful action, then continuously refined using live performance data.
The bigger picture
Manhattan Wellness is now better positioned where the founder always intended: as a go-to practice for professional women seeking transformative therapeutic support and importantly, the right patients are finding them efficiently.
For Hello Helio, this case study reflects a core capability: we don’t just run ads or post content. We build integrated brand and performance strategies that connect clear storytelling with measurable growth and culturally grounded execution
Services we provided
Brand and audience strategy
Messaging and copy refinement
Social content strategy and creative direction
Paid social campaign strategy, creative, and optimization
Website messaging and patient journey recommendations
Google My Business and local presence optimization
