How LaserAway, Tombras, and impact.com Built a New Channel Growth Engine

The Challenge

The US medical aesthetics industry is growing rapidly and competitively, projected to reach $136 billion by 2033 from $43 billion in 2024. Non-invasive procedures are fuelling this growth but also driving up acquisition costs across traditional paid channels, making efficient and differentiated customer acquisition a critical priority. As the nation's largest aesthetic dermatology provider, LaserAway recognised that none of its major national competitors had built a scalable, performance-driven affiliate programme, representing a significant strategic opportunity.

The Strategy

In partnership with Tombras and impact.com, LaserAway moved first, launching a high-performance affiliate programme tailored to elective healthcare. The strategy was built around a cross-channel squad bringing together teams across the business, with partners classified across upper, mid, and lower funnel tiers to ensure every stage of the customer journey was covered.

The Work

A competitive audit across leading affiliate networks and publisher coverage confirmed an open field, with minimal long tail activity and few formal brand led partnerships. The tailored programme was not just a new channel, but a strategic moat.

Results

The programme exceeded all targets, delivering millions in revenue, drove a significant percentage of the organisation's year-on-year same-store paid media sales growth lift, while maintaining superior CPL efficiency over traditional search.

The Judges' Verdict

Judges described this as a remarkable example of a full-funnel partnership strategy, praising the technical sophistication of the approach and the clarity of its commercial outcomes. The use of MMM-informed incrementality checks and the decision to engineer content around AI Overview gaps were both highlighted as genuinely forward-thinking. A new benchmark for what performance-based partnerships can achieve.

"This is the strongest overall submission. Objectives are clear, measurable, and tied to real business goals. Results are third-party verified and exceeded all goals."