BELSA Estétic case study
Aesthetic Medicine Clinic · Barcelona
From managing patients over WhatsApp and Excel to a full operating system: optimized web, patient CRM, online scheduling, and automated lead capture — in 90 days.
The Challenge
BELSA Estétic is a respected aesthetic medicine clinic in central Barcelona. By 2025, the practice had outgrown its workflow: patient communication lived in WhatsApp threads, the schedule lived in a shared Excel, and lead capture from Instagram or Google relied on someone remembering to copy the message into the spreadsheet.
The result was the classic boutique-clinic squeeze: revenue was steady but capped by the founder's manual coordination. Lead response was slow, follow-ups were missed, and the team could not see the pipeline. The system did not scale beyond the people holding it together.
The Approach
We installed the Business · Vertical Clinics blueprint adapted to BELSA's tone, services, and Barcelona aesthetic-medicine compliance context. The 90-day engagement followed the standard RIVEL Strategy Lab cadence: diagnose, blueprint, build, validate, and hand off.
Three priorities: (1) a patient CRM that lived where the team already worked (WhatsApp Business → Kommo), (2) public online scheduling tied to that CRM, and (3) a redesigned website optimized for conversion from organic search and paid traffic.
What We Installed
- Patient CRM on Kommo with WhatsApp Business integration, automated stage transitions, and SLA timers for first response.
- Online booking with service catalog (consultas, tratamientos, retoques), pre-payment for high-ticket services, and SMS/WhatsApp confirmations.
- Lead capture from Meta Ads + organic Google routed directly into the CRM with attribution captured.
- Redesigned website optimized for mobile-first conversion (Geist + Editorial typography, before/after gallery, anchored FAQ).
- Monthly business review (MBR) dashboard with the 6 KPIs the founder actually checks: booking velocity, show-rate, conversion to treatment, average ticket, retention, and net pipeline.
Results — First 90 Days
After full hand-off, BELSA Estétic moved from reactive WhatsApp coordination to a measurable operating system the team trusts. The numbers below are conservative measurements of the first quarter after go-live.
Result summary: +40% online bookings, +25% conversion rate, and 3x engagement on the new site — measured in the first 90 days post hand-off.
Founder testimonial
“From managing patients over WhatsApp and Excel to a full operating system. The team finally trusts the data — that's what changed everything.”
Consolación Sánchez
Founder, BELSA Estétic · Barcelona
Frequently asked questions
Why did BELSA Estétic move off WhatsApp + Excel?
Boutique clinics outgrow improvised stacks fast. Patient information lived in scattered chats, the schedule lived in a spreadsheet only one person edited, and there was no way to see the pipeline. The clinic needed one system the whole team could trust.
How long did the BELSA Strategy Lab engagement take?
90 days from kickoff to full hand-off. The first 2 weeks were diagnosis and blueprint; the following 75 days were build, validate, and team training on the operating system.
Which RIVEL blueprint runs BELSA?
The Business · Vertical Clinics blueprint — patient CRM in Kommo, WhatsApp Business integration, online booking with prepayment, Meta Ads + organic lead capture, and a monthly business review dashboard.
What changed for the team day-to-day?
Front-desk staff stopped copy-pasting between WhatsApp and Excel. Lead response moved from hours to under a minute via templated WhatsApp flows. The founder gets the same dashboard the team operates from.
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