Yazen is one of Sweden’s first brands to offer weight-loss programs that include advice, follow-up, food and training programs in combination with the novel utilization of GLP-analog medicine.

At the end of 2022, Yazen defined their goal for 2023 – capture the opportunity to become a dominant actor in Sweden with their unique combination of service offerings. To achieve this ambitious goal, Yazen signed with Wajjo as their Performance Marketing Agency. As a result, we were assigned the task to acquire 5000 new patients within 12 months through Meta and Google.

Navigating the landscape of online advertising within this vertical presented several key challenges. Firstly, the cost of keywords on platforms like Google Ads was a formidable obstacle, requiring careful management of budgets to ensure effective campaigns. Additionally, the intricate and somewhat opaque nature of advertising policies for weight-loss services poses a significant hurdle, encompassing issues such as misalignments between regulatory guidelines and platform rules. This complexity can create ambiguity, demanding a nuanced understanding of the evolving regulatory landscape.

Moreover, the presence of competitors exploiting loopholes and engaging in dishonest practices adds another layer of difficulty. Furthermore, limitations on data utilization, stemming from concerns about patient integrity and compliance with GDPR, hinder the full potential of leveraging valuable insights for targeted advertising. Addressing these challenges collectively demands a strategic approach that balances budgetary constraints, regulatory compliance, and ethical considerations in the dynamic realm of online advertising.

In the market landscape, competition was notably concentrated on specific diets complemented by training or lifestyle coaching, reflecting a trend where businesses vie for consumer attention within this niche. Despite the potential for targeted marketing, the challenge lies in the scarcity of keywords available for capitalization, limiting the avenues for strategic promotion.

Moreover, the market is characterized by intense competition in keyword bidding, making it a formidable arena for businesses looking to secure online visibility. Notably, the presence of a dominant player in Viktväktarna, holding a substantial 40% impression share on Google Ads and boasting high credibility, further complicates the competitive dynamics. This influential presence raises the bar for newcomers and underscores the need for innovative strategies to carve out a distinctive space in a market where a singular actor wields significant influence.