Recruiting clinicians, not customers
Still a campaign, just not a consumer one: the readers were professionals, and the ask was a wholesale application.
Omnilux
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My Role
Senior Copywriter
at
Client
Wrote the B2B landing page pitching clinicians on adding Omnilux LED therapy to their practices.
Deliverables
Medical-grade light therapy
Omnilux builds award-winning LED light therapy devices that dermatologists and clinicians use for both medical and aesthetic work.
…Sold for the home
The objective: turn the practices that use these devices in office into resellers of the at-home line.
The readers knew more than the writer
The readers were dermatologists, aestheticians and other health professionals — people who would know immediately if the copy was guessing.So I went and learned the material: clinical studies on LED light therapy, plus a conversation with someone I knew in the medical aesthetics industry.
A sales channel that didn’t exist before
The page meets each kind of provider in the language of their own practice, with the use cases that match their procedures.The provider audience grew into 8% of Omnilux’s total email marketing list.
Provider Landing Page
What I wrote and why.
Business-to-business
Instead of selling the device directly to the customer, this page sells the opportunity for clinics to offer a new service.
The next section leans on institutional credibility: four university medical centers a clinician already trusts.
The business case
The headline sells revenue to the provider before results to their clients.Every bullet underneath is aimed at the practice’s bottom line.
The Add-On Pitch
This line positions the mask as an add-on to the treatments a clinic already sells, never a replacement for them.
What providers get
The persuasion happened above, so this section just lists the terms of the deal — five lines and an application button.
Proof From a Peer
Clinics take a working esthetician’s word over a manufacturer’s, so the proof here is a peer — and she gets a video, not a pull quote.
The paragraph under it names the specific conditions she treats, so a provider can match it against their own client list.
Make It Feel Earned
The close is an application, not a checkout. Every applicant is reviewed before approval, so the provider ends up asking to be let in rather than being sold to.
Three numbered steps make B2B onboarding feel as light as a signup.
Testimonial, then email signup
The last full section a wavering provider reads is another clinic recommending the device in its own words.
The final ask is the smallest on the page: an email address — so a provider who isn’t ready to apply still ends the page by handing over a way to reach them.
