MEDIPOL GLOBAL

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Medipol Clinic Promotion Strategy

Content plan

What we propose to do to promote the services of the MEDIPOL clinic

Content creation

Reels for social networks - Facebook, Instagram, Youtube, TikTok
Video content

Creating videos of successful patient stories (for subsequent use in reels)
Content targeting

Targeting content to different population groups (launching advertising on social networks)
Promotional materials

Creation and placement of multimedia promotional materials (SOVANEWS.TV, AMBEBI.GE, BM.GE, BATUMELEBI.GE)
Advertising video

Creating a promotional video highlighting the latest technologies used by the MEDIPOL clinic and stating that the consultation is free
Profile advertising

Creation of specialized advertising videos to promote specific services of the MEDIPOL clinic
Advertising in the Adjara region

A separate social media campaign will be made for the Adjara region, as the population of this part of Georgia has closer ties with Turkey. In general, depending on the region, the emphasis will be on the MEDIPOL service that is most in demand in that region. For example, in Kvemo Kartli, the problem of oncology is most acute.
Advertising banners

Placement of advertising banners (SOVANEWS.TV, AMBEBI.GE, BM.GE, BATUMELEBI.GE) in the middle of the text of the materials of these publications. This will give the highest KPI
Podcasts

Creation of a series of podcasts (1 every two weeks) that will tell in more detail about the activities of MEDIPOL. (For subsequent use in reels)

Media package

STAGE 1

Duration: 1 month
Creation and publication of multimedia materials
MEDIPOL advertising banners
Creation of thematic reels

$10 000

STAGE 2

Duration: 1 month
Creation and publication of multimedia materials
MEDIPOL advertising banners
Creation of thematic reels
Podcast series
Success stories
Organization of interviews with a clinic representative

$18 000 - 20 000

STAGE 3

Duration: 1 month
Creation and publication of multimedia materials
MEDIPOL advertising banners
Creation of thematic reels
Podcast series
Success stories
Involvement of famous Georgian journalists and bloggers in the creation of reels
Creation of the “save yourself in 30 seconds” format

$25 000

STAGE 1 (1 month)

-1-

Multimedia materials

Creation and publication of multimedia materials on the most common diseases in Georgia (cardiovascular, oncology, diabetes, women's diseases, respiratory diseases, infectious diseases, etc.) The materials will raise all these issues, provide statistical data, and also talk about advanced diagnostic and treatment methods using the example of the MEDIPOL clinic. This will allow, on the one hand, to convey important information to readers that is worth sharing, and on the other - to unobtrusively offer the clinic's services.

Number of materials: 8 (2 materials in each of the selected online publications with parallel publication in the social networks of these publications)

Publications:

sovanews.tv (leading Russian-language media in Georgia with significant audience reach in other post-Soviet countries)
ambebi.ge (the most popular news publication in Georgian)
bm.ge (the largest business media in Georgia)
batumelebi.ge (the most popular online media in the Adjara region)
-2-

Advertising banners

Advertising banners of MEDIPOL with a hyperlink to the Facebook page of the clinic's representative office in Georgia will be published on the websites of all the publications listed in the first paragraph. This will increase brand recognition; the clinic's logo and name will be constantly in front of the audience of all four publications. The total monthly audience of the selected publications is up to 10 million users.
-3-

Thematic reels

Creation of thematic reels for filling the Facebook page of the MEDIPOL clinic representative office in Georgia with content. In short videos from 30 seconds to 1 minute, the clinic representative will talk about the services and the latest diagnostic and treatment technologies that the clinic offers. This is necessary so that a person interested in the clinic from published materials or by clicking on an advertising banner can easily and accessibly receive information about the clinic's products, promotions, and special offers. This approach will significantly increase the loyalty of potential patients and encourage them to contact the clinic representative office for further consultations.

Number of reels: 20 (the 10 most relevant ones will be published before the start of the media campaign, the rest within a month). All reels will be accompanied by subtitles in Georgian and Russian (this will also reach people who do not speak Georgian, such as expats, or people who prefer to read rather than listen).

STAGE 2 (1 month)

The second stage includes the entire package of the first stage with the addition of the following elements:

-1-

Podcast series

At the second stage of the media campaign, it is necessary to connect new forms of delivering information to potential patients. In Georgia and throughout the post-Soviet space, the format of audio-video podcasts is gaining popularity, when important topics are discussed in the format of a conversation between the host and the guest (guests). An informal conversation allows you to better and without rejection from the listener/viewer to convey the necessary message to the audience. The problems that were raised in multimedia materials at the first stage of the media campaign will be revealed even more deeply in podcasts, where experts in the field of healthcare, as well as representatives of the MEDIPOL clinic, will be invited as guests. A duration of 30-40 minutes will allow you to fully disclose the topic being raised. And comments will additionally help identify potential clients, which will make it possible to create a special offer for them.

Number of podcasts: 4-6
-2-

Success Stories

A series of videos. Short stories of real patients of the MEDIPOL clinic. A story with a "human face" inspires much more trust than dry information. And real stories of patients who got a second chance, thanks to the doctors of the MEDIPOL clinic, are a guarantee of interest from potential clients.

Number of videos: 2-4
-3-

Interview

Organizing an interview with a clinic representative on the business channel BM.ge and/or the specialized medical channel PULSI TV, which will increase the level of recognition of the clinic in the professional environment (Georgian clinics, doctors, healthcare specialists).

The second stage will allow MEDIPOL to move out of the category of outsiders in the Georgian medical services market. The clinic will be talked about in the professional environment, and the audience's loyalty will increase even more. In cooperation with the continuation of the first stage service package, this will strengthen the clinic's position, allowing it to confidently compete with other players in the market.

STAGE 3 (1 month)

The third stage includes all the services of the first and second stages with the addition of the following elements:

-1-

Challenge Format

Involvement of famous Georgian journalists and bloggers in creating reels on the topic of the problem with the level of morbidity in the territory of the post-Soviet countries. Challenge format - journalists and bloggers raise the topic of health problems.
-2-

"Save yourself in 30 seconds"

Creation of the “Save Yourself in 30 Seconds” format, where MEDIPOL doctors will explain in 30-second videos what to do if any symptoms appear, how to independently identify symptoms, how to be examined correctly, what mandatory examinations and how often to conduct them depending on age, etc. This will allow combining important information that viewers will share with advertising for the MEDIPOL clinic.

Number of videos: 8

OPTIONAL

International Conference

The culmination of the MEDIPOL clinic's establishment in the Georgian medical services market and a significant increase in recognition in professional circles could be an international conference held under the auspices of MEDIPOL at one of the leading Georgian universities with a strong medical department, dedicated to innovations in the treatment of, for example, oncological diseases. This is a guaranteed status and connections at a professional level with the entire Georgian medical community, which will entail recommendations from doctors to their patients. At the same time, this will attract attention from all leading Georgian media without any additional advertising budgets. Creating an image of the clinic as an important partner of the Georgian healthcare system. Doctors and other healthcare specialists from neighboring countries can also be invited to participate in the conference. This will indirectly strengthen the position of the MEDIPOL clinic in these countries and make it easier to enter their markets in case of interest.

Fee: subject to negotiation

OPTIONAL

Documentary

Making a documentary about doctors and patients of the MEDIPOL clinic. Interplay of stories of patients and doctors who save lives when everyone else has given up. Human stories based on real events, when people got a second chance thanks to the doctors of the MEDIPOL clinic.

Genre: documentary
Duration: 30 minutes
Shooting format: 2:31 (wide screen format)
Pre-production: directing, script, selection of stories
Shooting: Georgia, Turkey
Post-production: video editing, sound engineering, sound design
Equipment: BlackMagic URSA Pro (professional film equipment), professional lighting, professional sound.

Use: festival films, presentation films, image films

The clinic will be able to use the film to improve its image through real human stories. Scenes and interviews with patients and doctors based on real events will create an atmosphere of trust. The technical characteristics of the film will allow it to be promoted on any platforms (Netflix, Amazon, Hulu, etc.)

Cost of the film production: $15,000 (airfare, accommodation, meals for the film crew during filming in Turkey are covered by the clinic. The film crew in Turkey is 4-5 people).

By the end of the media campaign, the MEDIPOL clinic will significantly strengthen its position in the Georgian medical services market, as well as increase its recognition in the markets of Azerbaijan, Kazakhstan, Ukraine and Russia. The company is also guaranteed to attract new patients.

However, for the media campaign to be as effective as possible, it is necessary to take into account several IMPORTANT points on the clinic's side.

The Georgian representative office of the MEDIPOL clinic must be ready to promptly respond to incoming requests from potential clients attracted by elements of the advertising campaign. If a potential patient wrote or called and did not receive an answer, the probability of losing a lead reaches 70%.

Analysis of the Facebook page of the Georgian representative office of the MEDIPOL clinic showed weak engagement even among page subscribers. We recommend conducting a full audit of the page and setting up all the necessary parameters - Facebook Pixel, Google Analytics. This is necessary for MEDIPOL to obtain transparent statistics, as well as manage conversions (user engagement, their reactions, targeting an audience that is already interested in receiving medical services). The same applies to the very popular Instagram network in Georgia.

If you are interested, we can take on the setup and management of the page of the Georgian representative office of MEDIPOL in order to significantly increase its effectiveness. This will allow for a clear coordination of the advertising media campaign with the parallel attraction of additional clients directly through Facebook and Instagram of the Georgian representative office of the MEDIPOL clinic.

What does the Facebook and Instagram page management and promotion service package include?

1. Objectives of advertising activity

Attracting potential clients from Georgia

to make an appointment for consultation and treatment at a clinic in Istanbul.
Subscriber base growth

of Facebook and Instagram to build trust and create long-term interest.
Increasing brand awareness

of the clinic in the Georgian market.
Maximizing Conversions

(applications, messages via messengers, calls).

2. Main tasks

Analysis and preparation

of advertising infrastructure
Creation/optimization

of the Facebook Business Manager advertising account.
Installing and configuring

Facebook Pixel and tracking events (for website and/or landing page).
Setting up integration with messengers

(Messenger, WhatsApp, Instagram Direct).
Launching and managing

advertising campaigns
Lead Generation Campaigns

(Lead Ads, requests via messenger, requests via the website).
Campaigns to increase

awareness and reach of target audience.
Campaigns to increase

engagement (likes, comments, reposts).
Building Audiences

remarketing to an audience that has already interacted with the brand.

3. Monitoring and optimization

Constant analytics

and A/B testing of ads.
Optimizing budgets

for the most effective ads.

4. Reporting and analytics

Weekly results summaries

(key indicators).
Monthly detailed report

with analysis and recommendations.

Advertising activity packages

Package 1

Expected reach: ~150-200 thousand people
Lead target: 80-150 leads
Subscriber campaigns**: Yes
Engagement campaigns**: Yes
Remarketing: Yes
A/B testing** of creatives: Basic
Reporting: Monthly

$2000

Advertising budget

Package 2

Expected reach: ~400-500k people
Lead targeting: 220-350 leads
Subscriber campaigns**: Yes
Engagement campaigns**: Yes
Remarketing: Yes
A/B testing** of creatives: Advanced
Reporting: Weekly/monthly

$5000

Advertising budget

Package 3

Expected reach: ~600-700 thousand people
Lead target: 350-500 leads
Subscriber campaigns**: Yes
Engagement campaigns**: Yes
Remarketing: Yes
A/B testing** of creatives: Maximum
Reporting: Weekly/monthly

$7000

Advertising budget

* Leads = requests for consultation, requests to messenger or website.
The indicators are predictive and depend on creatives, offer and competition.
** The number of advertising campaigns is not limited

Cost of service

Advertising management service package: from $1000 to $1500 per month
(depending on the volume of work, number of creatives and campaign formats)

The price includes:
Full setup of the advertising account, pixel and integrations.
Development of an advertising strategy and media plan.
Creation and testing of creatives (up to 10 per month).
Launching and running campaigns, optimizing rates and budgets.
Reports with analytics and recommendations.

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