Life Technologies (Tekhnologii Zhizni) is a limb prosthetics center operating in Moscow, St. Petersburg, Krasnodar, Vologda, and Melitopol. Demand for limb prosthetics in Russia is growing by 10–15% annually (data from the Russian Ministry of Labor) due to a rising number of amputations from various causes, yet the market remains underserved: only about 200,000 people currently use prosthetics, far below actual need. Around 350 companies operate in the field, but most do not invest in systematic marketing. The center had existed for nearly 5 years but remained little known: patients came through word of mouth, no advertising was run, the website was outdated, and there was no social media presence. Many competitors have been operating for 10+ years and enjoy strong recognition, so part of the demand went to them. This created a window of opportunity — to capture share in a growing category through systematic marketing and steady lead generation.
Problem
The center was almost unknown: it lacked a clear action plan, advertising, and a defined target audience. An outdated website failed to stand out against competitors, and the absence of social activity reduced trust. All of this hindered understanding the audience's pain points, complicated analytics, and consequently limited client acquisition. An additional barrier was behavioral: in the prosthetics category, decisions are rarely made on first contact — the audience faces an information deficit, distrust, fear of making a mistake, and a habit of getting prosthetics "at one well-known place." Many are unaware that services can be free through an electronic certificate. The ultimate goal was to raise the center's recognition and increase inquiries among everyone in need of prosthetics. Objectives: grow awareness through advertising and content about the accessibility of prosthetics; attract new clients through targeted and performance advertising; expand the client base through new audience segments. Target KPIs for 9 months (a niche without benchmarks, so figures were indicative): 150 qualified leads, 8 deals, 5% lead-to-deal conversion, 5,000 subscribers, 10% ER, 7,000,000 impressions.
Solution
We built a complete marketing system. It was based on the customer journey map and real search demand, which helped address the audience's main barriers — information deficit, distrust, fear of error, and the habit of going to a "known place." The combination: website + social media + performance channels + analytics that can be maintained and optimized without constantly rebuilding the strategy. A logic of multiple touchpoints was essential, since decisions in this category are rarely made on first contact. The creative frame — "returning to a normal life is possible." Instead of abstract promises, we built evidence-based communication: patient stories, transparent stages, explanation of documents and timelines, and demonstration of an individual approach. Differentiation from competitors in a conservative niche came through visuals and production: a distinctive website and social media design, a creative photo shoot with patients, and filming with the center's specialists. The channels worked as a single funnel. Contextual advertising and aggregator promotion captured existing demand and "warm" leads. Social media built trust and reduced anxiety through explanatory content, patient stories, and the work of specialists. Targeted advertising expanded reach, provided first touchpoints with new audiences, and brought in subscribers. Separately, we built manual end-to-end analytics: exporting phone numbers with UTM tags, matching them in the CRM, listening to call recordings, qualifying leads, and adjusting the funnel by source.
Results
Actual results over 9.5 months exceeded the plan: - 15,804,994 impressions - +5,246 social media subscribers from zero - 12.9% ER - 165 qualified leads - 12% lead-to-deal conversion - 20 prosthetics issued (plan — 8) - 268% growth in branded search queries (from 75 to 215 per month) By channel: - Yandex.Direct — 8,931,616 impressions, 61,494 clicks, 0.69% CTR - Targeted ads (VK, OK, TG) — 6,591,990 impressions, +4,990 subscribers, CPF 108.28 ₽ - Yandex.Maps — 39,189 profile visits, 230 calls, 561 site visits The center gained a steady flow of qualified inquiries and a predictable funnel, built a recognizable brand in a sensitive category, and established practical benchmarks for channels and lead quality in a niche that previously had none. Even competing centers acknowledge the quality of the work.
