project overview
Project
MOLODOST & DETKI Family — multidisciplinary and family
medical clinics in Dubai
goal
To increase patient flow and boost brand recognition.
Previously, the client had run ads with another team, but
the results were unsatisfactory: a high cost per lead and
only 20 new appointments per month
Solution
How we did it
Through customer development, we identified the clinics' core audience: recent expatriates from CIS countries
For them, it's important to maintain a sense of familiarity and connection to "home," while also embracing the Dubai lifestyle—staying on top of trends, looking stylish, and engaging with content that resonates in an international environment.We moved away from a"clinical" style and bet on building a community. We introduced energetic content, trending formats, and a friendly visual identity
In our ad creatives for the DETKI Family clinics, we showed that the clinic is on the same page with children and their parents. Instead of white coats and boring offices, we featured scenes with play areas, VR goggles, and warm interactions with doctors. This conveyed an atmosphere of ease and trust, setting DETKI apart from other typical family medical brands in Dubai
Challenges we faced
how we solved it
Results
MOLODOST
+100new clients per monthCost per lead decreased by35%Instagram audience grew by+13kin one year
DETKI
+40new patients every month
+7knew social media followers in 8 months
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