essenza marketing
CASE STUDIES
Featured below is a selection of our agency’s most compelling case studies
7
HEALTHCARE: SMM STRATEGY AND REDESIGN CREATED A 2–3 WEEK PATIENT WAITING LIST
CHALLENGE:
A clinic approached us seeking a complete relaunch of their instagram page. Despite strong medical practice, the clinic entirely lacked unified positioning and visual identity. The account failed to inspire trust, and direct messages (DMs) were irregular. The goal: to convey expertise and sensitivity, create a modern visual presence, and establish a steady flow of primary inquiries.
A clinic approached us seeking a complete relaunch of their instagram page. Despite strong medical practice, the clinic entirely lacked unified positioning and visual identity. The account failed to inspire trust, and direct messages (DMs) were irregular. The goal: to convey expertise and sensitivity, create a modern visual presence, and establish a steady flow of primary inquiries.
A medical brand is not a logo. It is a strategy that alleviates anxiety, conveys care, and fortifies the clinic’s position as a reliable partner in the client’s life.
Anna Furman
Marketing director
The project required:
- To conduct a deep audit to identify weak points in the visual and content segments,
- To formulate an updated online communication strategy, focusing on trust and sensitivity,
- To redesign the account and create a new, recognizable style (visuals, colors, fonts, icons),
- To develop a system for stories and reels that reflect expertise and convert trust into bookings.
OUR SOLUTION
We conducted an audit and identified three key zones for growth:
We conducted an audit and identified three key zones for growth:
- Visual identity (visuals, colors, fonts, icons, pace of delivery)
- Content (structure, pain points, trust triggers)
- Physician branding (sensitivity, transparency, communication ethics)
- Premium visuals: A new color palette was created (muted blue, yellow, warm graphite)—avoiding excessive sterility and "instagram clichés." Icons and covers reflecting specialization were developed.
- Sensitive content strategy: The content block was structured around patients' frequent and anxious questions (how procedures are done, sensitivity, choosing a doctor).
- Empathy in copy: New texts were written, maintaining the perfect balance between professional presentation and empathy.
- Trust building (UGC and PR): Extensive work was done to attract local bloggers and stimulate content from grateful patients. We worked to ensure their reposts and testimonials amplified trust.
- Unified system: Reels, visual templates, and story interfaces were redesigned. Soft transitions and animations were added so the entire profile is perceived as a unified, reliable whole.
RESULTS:
One and a half months after the relaunch:
One and a half months after the relaunch:
- The account began to inspire trust and fully meet the expectations of the modern, discerning patient.
- Feedback in stories grew substantially: patients began asking questions and sharing experiences more often.
- A patient waiting list formed two to three weeks in advance—a direct financial indicator of success.
- The physicians began receiving organic inquiries without further investment in advertising.
- Reputation: colleagues and competitors began inquiring about "who managed the redesign and smm," confirming the high level of quality.
Are you a physician, clinic, or medical expert who wants to look as professional online as you are in practice? We create strategies that alleviate patient anxiety and generate a waiting list. We will handle everything: from strategy and website development to turnkey social media management. Contact us:
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