CLIANG is one of Angola’s most traditional dental clinics, with more than 10 years of existence and specialicialities such as Endodontics, Dentistry, Periodontics, Surgery and Prosthesis.
When the clinic searched us back in 2018, it was just starting online. The social media accounts were created, and some content was already being published. Nevertheless, no one was dedicated to managing the clinic’s social media accounts and so the content creation was not as professional and consistent as they intended, and messages and mentions were never responded on time.
The lack of responsiveness, professional content and a digital strategy was hurting the clinic’s brand which was built over many years. They were looking for means of outsourcing all that, so that they can continue focusing on their core activity.
STRATEGY & IMPLEMENTATION
More than 10 years of experience, known for its highly-skilled professionals and a special care for children.
Although CLIANG’s only goals for their social media at the time were to answer messages and produce content consistently, we knew there was a lot more to explore – and so we went for it.
We met with the managers and some clients in order to understand what made the clinic really unique, the buyer’s journey, communication and sales channels.
Once we had all the answers, our team the brains together and collaboratively drafted a Digital Strategy for the brand considering its personas, buyer’s journey, communication channels, brand personality and recurring online advertising campaigns.
The goal was very clear – to bring the same experience clients had when they visited the clinic to the digital interactions they had with the brand.
Feb/18 – Feb/19
At the base of the amazing results we delivered for this project is our Inbound Methodology, which enables us to consider the whole buyer’s journey from the attraction of potential customers, engaging them and retaining them in the long-term.
Inside the defined strategy, we got three aspects really right:
➤ Targeting the Right Audience
Once the persona (a detailed description of someone who represents the target audience.) was created, we simply focused on communicating directly to similar people.
➤ Focusing on the Customer Experience
Different users, have different buying patterns. Understanding how clients were interacting with CLIANG helped us to identify the contact points between the two and provide the best possible experience.
➤ Content that Educates and Sells
Since the services offered are very specific, one of the biggest challenges was to create content that would attract potential customers and increase brand reach.
We created content for three different stages: users that were interacting with CLIANG for the first time, users who already followed CLIANG but were still building trust and those that were just waiting for a small push in order to book a consultation.
WANT THE SAME RESULTS?
Speak directly to our sales team.