iheal
The world of Complimentary & Alternative Healthcare is not an easy one to navigate, technically or creatively! With this Dubai based team, I helped grow social engagement by over 300%, entirely overhaul their social content, and helped design campaigns for healthcare practitioners that drew them in great income yields from even low-budget social campaigns.
Creative Direction
As a small company attempting to scale in one of the most heated economic hubs in the world (Dubai), brand image was absolutely critical.
When I joined the company, content was a ‘nice to have’, and had no real creative flare. Quickly, I helped them test social content, pushed their healthcare practitioners to the front of the content, and as a result, engagement began to grow.
Over time, I helped grow the platform to make it the go-to place to hear the truth about healthcare in Dubai. I didn’t want iheal to become an information hub, I wanted it to become the place where you can listen to the practitioners, and then book their services from a place of trust.
But that was no easy task; healthcare practitioners might be experts in healing, but they’re not all experts in presenting. So designing shoot days to accommodate a range of nerves, cultures, languages and abilities was a commanding challenge.
Content Marketing
Working for an SME always means wearing more than one hat; in fact, it often means wearing enough hats to keep the entire England team toasty. And iheal was no different.
I couldn’t get to making content, without first creating the strategy. In my role, I worked hand-in-hand with the Founders to curate social content calendars and marketing schedules that worked cohesively.
Dubai remains one of, if not the most culturally diverse cities on the planet, so understanding the variety of target markets, when they want to engage, how they want to engage, and what they want to engage with was a major hurdle to overcome.
Learning to accept that you cannot target everyone at once, and focusing your efforts was something myself, and the team, worked closely to overcome.
The result was a cohesive content strategy that allowed me oversight on organic social, and paid marketing content.