Brand Strategy
Visual Identity
Marketing Collateral
Website Redesign
Conversion Strategy
Copywriting
Sales Enablement Assets
Launch Support
From scattered services to a scalable membership model
Overview
Align was a busy health clinic. They had loyal clients and full services. Business was good.
But their core product wasn't landing. Their flexible memberships weren't converting. Prospects didn't see the value.
Growth had stopped.
They had the expertise. They had the clients. They had the perfect offer. But the way they showed up made it invisible. Their brand, website, and messaging all pointed people away from what mattered most: long-term care through membership.
The Problem
Align was leading with services, not strategy.
Their messaging focused on what they did. Not why it mattered. The memberships got buried as an afterthought in a long list of treatments. Prospects saw a spa menu. Not a health system.
The real value was hidden.
Clients came in for single treatments and left. They never saw the membership option. They never understood it could solve their ongoing needs. The clinic stayed busy, but membership uptake was low.
Cause
Three things were working against them:
Outdated brand. The visual identity felt dated. It didn't reflect the modern health approach Align offered. It looked like every other clinic.
Confusing website. The site was cluttered. Services were listed with no clear path to membership. The value wasn't explained. Nothing guided people to the real offer.
No marketing funnel. There was no system to capture interest and grow it. No follow-up emails. No lead gen. Just a list of services with no clear next step.
Nothing pointed people to the real value: long-term care through membership.
Impact
The cost was real:
Low membership uptake. Despite having the perfect offer for their market, almost no one signed up. The value was there. People just couldn't see it.
Scattered messaging. Staff couldn't explain the memberships clearly. Marketing materials didn't help. Every touchpoint told a different story.
Lost chances. Casual clients came in for one-off treatments and never came back. They could have become long-term members. Instead, they were one-time buys.
Revenue ceiling. Without membership growth, Align was stuck trading time for money. No repeat revenue. No steady growth. Just busy days with no scalable system.
Lost Opportunity
Here's what was at stake:
Health clinics that crack the membership model change their business. They get steady revenue. Deeper client bonds. Better health outcomes. They stop trading time for money and start building real equity.
Without a shift, Align risked:
Staying stuck in the grind. Time-for-money models don't scale. They cap your income at your capacity. Even with packed-out services, growth plateaus. You're always busy but never ahead.
Missing the repeat revenue wave. While rivals built membership bases and repeat revenue streams, Align would stay reliant on one-off appointments. That's not a business. It's a job.
Losing clients to rivals. Clients who wanted ongoing care but couldn't find it at Align would find it elsewhere. Every lost member was years of lifetime value gone.
Never building real business value. One-off services create no exit value. Memberships do. Without them, Align was building a practice, not an asset.
The gap between where they were and where they could be was massive. They had everything needed to dominate their market. Except the system to capture it.
Breaking it down in numbers
Sign-ups in 7 days
new users in the first quarter of launch
increase in direct search enquiries
Brand Strategy
Visual Identity
Marketing Collateral
Website Redesign
Conversion Strategy
Copywriting
Sales Enablement Assets
Launch Support
Promise
We saw what Align could become. Not just a busy clinic. A market leader with a clear offer, a modern brand, and a system that turns visitors into members.
Our promise was simple:
Reposition around the real value. We'd put memberships at the center. Build all messaging and design around health through ongoing care. Make it obvious. Make it strong.
Create a modern brand that reflects their future. Not where they'd been. Where they were going over the next decade. Vibrant, fresh, and pro.
Build a conversion system. A website that drives people into a membership funnel. Lead-gen tools. Email follow-ups. A process that turns interest into sign-ups.
Provide long-term marketing support. Tools, assets, and materials they could use to keep momentum. Print materials. Onboarding packs. Everything needed to market memberships well.
The plan was our 4C process (as part of BLT with Liam Nunn):
Clarify – Reposition the business around health through memberships. Reshape the offer. Rewrite messaging to focus on outcomes, not just services.
Craft – Create a vibrant, modern brand that reflects where Align is going. Not where they've been.
Convert – Build a focused website. One that drives prospects into a membership funnel with lead-gen tools and email follow-ups.
Continue – Provide tools, assets, and support for long-term marketing. Printed materials. Onboarding packs. Launch support.
This wasn't a rebrand. It was a business model shift. From scattered services to a scalable system.
Outcomes & Results
The change was immediate:
Breaking it down in numbers
Hundreds of new sign-ups within weeks of launch
The membership offer finally clicked. People got it. They signed up. The funnel worked.
Stronger brand recognition and positive user feedback
The new brand landed. Clients noticed. They commented. It looked pro. Modern. Like a place doing serious health work.
A repeatable marketing funnel driving interest to memberships
Not just a website. A system. One that captures interest, grows it, and converts it. On its own.
The strategic impact
A full suite of on-brand materials
Website. Print. Banners. Brochures. Everything finally matched the quality of the service. No more outdated materials hurting the offer.
Steady membership growth
The funnel became the main driver of new members. Not word of mouth. Not walk-ins. A system that works whether staff are busy or not.
Business model shift
From time-for-money to repeat revenue. From busy clinic to scalable business. From one-off buys to long-term relationships.
Base for future growth
With the system in place, Align can now focus on delivery and expansion. The marketing works. The brand attracts. The funnel converts.
Marie-Christine Dix
Founder, Align Agency
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