How Healing Institute evolved from a local practice into a scalable health and education platform
Marketing
Development
Design
Strategy
Brand
From Natural Remedies to a future ready ecosystem for care, education and natural health
Healing Institute began under the name Natural Remedies.
The organisation already had a strong reputation in natural healthcare, supported by high customer reviews and a loyal client base. But as the company grew, the original brand no longer fully matched the ambition behind the business.
The vision had become bigger than one local practice.
There was a need for a stronger brand architecture, a clearer market position and a scalable marketing system that could support multiple business units at the same time.
Together with Sandstone, Natural Remedies was transformed into Healing Institute: an overarching brand built around care, education and natural health.
Under this new identity, three specialised labels were structured:
Hijama Kliniek
Hijama Academy
Tib & Terra
The assignment went far beyond a new name or visual identity.
The goal was to build a scalable ecosystem where every brand could grow independently while strengthening the group as a whole.
The challenge
Healing Institute operates in a unique market where healthcare, education and e-commerce come together.
Each business unit has its own audience, customer journey and growth model.
Hijama Kliniek serves clients looking for treatments such as hijama, cupping, massage and other therapeutic services.
Hijama Academy serves professionals and future therapists who want to follow training programmes and earn certifications.
Tib & Terra is a new e-commerce brand focused on natural products and conscious living.
The challenge was to create one clear overarching identity without flattening the distinct role of each label.
At the same time, Healing Institute needed a full funnel marketing system that could support acquisition, retention, content, trust building and brand awareness across all three brands.
The approach
Sandstone started with the foundation: brand strategy.
Before scaling marketing activity, the ecosystem needed clarity.
What does the group stand for?
How do the three labels relate to each other?
Which audience does each label serve?
How should the brands feel connected without becoming the same?
What type of content builds trust in a sensitive health and education market?
The answer was not one campaign.
It was a structured ecosystem.
What we built
1. Rebranding from Natural Remedies to Healing Institute
The first step was the complete transformation from Natural Remedies to Healing Institute.
Sandstone worked on the strategic and creative foundation of the new brand, including:
Brand strategy
Positioning
Visual identity
Brand architecture
Marketing strategy
The result was a clearer platform brand with three focused labels underneath it.
Healing Institute became the strategic umbrella.
Hijama Kliniek, Hijama Academy and Tib & Terra became specialised brands with their own role, audience and growth path.
2. A full funnel marketing system for multiple brands
After the rebrand, Sandstone developed an integrated growth strategy for the brands within the group.
For Hijama Kliniek and Hijama Academy, full funnel campaigns were built across Google Ads, Meta Ads, content marketing and remarketing.
Google Ads captured high intent demand from people actively searching for treatments, education and related services.
Meta Ads supported awareness, trust, content distribution and retargeting.
Remarketing helped bring back people who had shown interest but had not yet booked, registered or requested more information.
For Tib & Terra, the focus was different.
Instead of pushing immediately for maximum sales, the brand was prepared through a strategic soft launch. The goal was to build awareness, validate the audience and collect early registrations through a giveaway campaign before scaling commercial activity.
This created a stronger foundation for future e-commerce growth.
3. Content production and social media
In healthcare and education, trust is not optional.
People need to see expertise, care, proof and consistency before they take action.
That is why Sandstone supported Healing Institute beyond media buying and campaign management. Together with a specialised videographer, we produced content for multiple stages of the customer journey.
This included:
Social media content
Reels
Educational videos
Testimonials
Brand videos
Campaign content
For Tib & Terra, Sandstone also developed a promotional video to support the brand introduction and future advertising campaigns.
This content became the foundation for the social media strategy across the Healing Institute ecosystem.
The results
Hijama Kliniek
In May 2026, the Google Ads campaigns delivered:
6,772 ad impressions
1,487 clicks
146 conversions
9.82% conversion rate
€0.22 average CPC
€2.24 cost per conversion
30.98x ROAS
€10,151 conversion value
With a CTR of almost 22%, the campaigns became one of the strongest performing accounts within the health sector.
The results show what happens when high intent search demand is matched with clear positioning, strong relevance and a trusted brand experience.
Meta Ads
Meta campaigns were used to support several key services and offers, including:
Hijama treatments
Gift cards
Pregnancy massages
Brand awareness
The campaigns delivered:
32,542 unique people reached
71,172 impressions
1,933 website clicks
€0.26 average CPC
These campaigns did more than generate traffic. They helped Healing Institute stay visible, recognisable and relevant within a growing audience.
Tib & Terra
For Tib & Terra, the focus was preparation before scale.
Sandstone developed the foundation for a successful market introduction, including:
Brand positioning
Content strategy
Product presentation
Social media content
Video production
Soft launch campaigns
By building awareness before the official launch, Tib & Terra entered the market with a stronger base for future growth.
The impact
The collaboration with Healing Institute goes beyond traditional marketing.
Together, we are building an ecosystem where care, education and e-commerce reinforce each other.
By combining rebranding, performance marketing, content production and strategic growth into one connected system, Healing Institute now has a stronger foundation for its next phase.
Natural Remedies started as one brand.
Today, Healing Institute is a future ready platform with three specialised labels, each serving its own market while benefiting from one shared strategic direction.
Strong brands are not built through separate campaigns.
They are built when strategy, content, technology and marketing come together in one clear story.
“Strong brands are not created by separate campaigns. They are created when strategy, content, technology and marketing come together in one clear story.”
30.98x
reported ROAS
32.542
people reached through Meta Ads
Next step
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