Dynamic

Product Recommendations

2x

Engagement

2→4

Emails/Week

Rajani MD

store.rajanimd.com

Partners

Klaviyo®
Shopify Plus®
Shopify®

Industry

Beauty

Services

Email Marketing CRM Management

Partners

Klaviyo®
Shopify Plus®
Shopify®

When Brand Voice Isn't Marketing—It's Credibility

Most skincare brands can get away with pretty pictures and lifestyle copy. Rajani MD can't. When customers open an email from a doctor-led brand, they're not looking for a sales pitch—they're looking for a prescription.

01

Challenge

Challenge

Rajani MD exists in the space where skincare meets medicine. The brand's credibility doesn't come from influencer endorsements or aesthetic photography—it comes from the doctor's expertise behind the formulations.

This creates a unique email challenge: every message needs to sound like medical guidance, not marketing copy. A generic "New serum just dropped!" campaign destroys the trust that makes customers choose a medical-grade brand in the first place.

The brand needed to scale email volume and personalization without losing the one thing that made customers trust them: the doctor's voice.

The Insight

In a doctor-led brand, voice isn't a marketing tactic—it's the entire foundation of trust.

The difference between success and failure wasn't better subject lines or prettier templates. It was the difference between:

❌ "Check out our new anti-aging serum!"

✅ "Based on your skin type, I recommend this serum for addressing fine lines."

One sounds like marketing. The other sounds like medical advice.

The opportunity was clear: rebuild the entire email program around the doctor's authentic voice and expertise—not just in branded campaigns, but in every automation, every recommendation, every touchpoint.

02

Strategy

Strategy

We rebuilt Rajani MD's email program around three principles: medical guidance, dynamic personalization, and the doctor's authentic voice.

Doctor-Led Copywriting

Every email was rewritten to sound like it came from the doctor's office, not the marketing department.

The approach:

  • Authoritative, not promotional: Copy focused on solving customer problems with medical expertise, not pushing products
  • Educational framing: Explained the "why" behind recommendations—ingredients, mechanisms of action, expected results
  • Prescription language: Products were "recommended for your skin type" rather than "featured" or "trending"

The result: Customers felt like they were receiving expert medical guidance, not sales pitches

Dynamic Product Recommendations

We implemented automations that analyzed customer data to prescribe the right solutions—like a dermatologist would.

The system:

  • Skin type analysis: Sensitive skin customers received completely different recommendations than oily skin customers
  • Concern-based matching: Someone worried about aging got different guidance than someone dealing with acne
  • Purchase history intelligence: Past purchases informed future recommendations, building on what was already working

The result: Every customer received personalized "prescriptions" based on their individual needs

Educational + Transactional Balance

We paired product recommendations with genuine educational content that reinforced the doctor's credibility.

The strategy:

  • Science-backed explanations: Why certain ingredients work, how to layer products, what results to expect
  • Medical context: Connected skincare concerns to dermatological science, not beauty trends
  • Trust-building content: Positioned the doctor as an expert guide, not a salesperson

The result: Higher engagement because customers were learning, not just being sold to

Scaled Volume Without Losing Trust

By maintaining the doctor's voice and keeping engagement high, we doubled sending frequency without hurting the relationship.

From: 2 emails per week (limited by fear of unsubscribes) To: 4 emails per week (enabled by trust and engagement)

Results

By rebuilding the email program around medical credibility and the doctor's authentic voice:

Case Study Before After Image

The Takeaway

Rajani MD proves that brand voice isn't just aesthetic—it's strategic. For a doctor-led brand, sounding like a doctor isn't optional, it's the entire value proposition.

The breakthrough wasn't implementing fancy automation or increasing send frequency. It was recognizing that customers wanted medical guidance, not marketing messages—and rebuilding the entire email program to deliver exactly that.

By treating every email like a prescription rather than a promotion, we doubled engagement and doubled volume simultaneously. Customers didn't tune out when we sent more emails—they leaned in, because they trusted the voice behind them.

Your brand voice isn't what you sound like. It's why customerstrust you.

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