New You

Adding The Human Element To Social Content To Increase A Cutting-edge Medical Center Market Share & Leadership

Project Type
Digital Marketing

Location
Saudi Arabia
Lebanon

Industry
Medical & Wellness

Project Link

Challenge

New You is a state-of-the-art center for aesthetic medicine that offers a range of services including bariatric surgeries, plastic and non-plastic surgeries, dentistry, gynecology, urology, dermatology and laser treatments. Their target audience is wide, ranging from obese patients to middle-aged women.

New You needed to establish a strong digital presence and reinforce its position as the leading center for aesthetic medicine and rehabilitation treatments in Saudi Arabia.

Their social media presence had to: raise awareness of New You’s services and showcase its cutting-edge facilities; educate potential patients on procedures and treatments; and engage with a wide audience to eventually drive footfall and conversion to the website to increase sales.

Intervention

We developed a social media strategy based on themes to be incorporated into every week's editorial content. These themes can be summed up into three categories: raising awareness, education and engagement.

Each digital channel was utilized in its own way to match these themes. We focused on social media channels (Twitter, Instagram and Facebook) as ways to increase bookings, engage customers in two-way conversation and obtain insight on customer mores and behaviors.

On Instagram in particular, we harnessed the story stickers to create an elevated level of engagement and created story highlights to deliver categorized content that would allow users to quickly locate the information relevant to them.

We developed a new visual identity with a full set of photography and moderation guidelines to ensure that the visuals are consistent across all of New You’s digital channels. Essential to New You’s visual communication is the human element- showing existing and potential patients that the doctors are authentic, professional and above all, caring - rather than just cold images of machinery.

Results

We succeeded at building a trustworthy, credible and empathetic digital presence for New You, which in turn drives footfall to the website and leads to more patient bookings.

We have put New You on the road to becoming one of the leading destinations for medical knowledge and the go-to medical center in Saudi Arabia for the services it provides.