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How a Rehabilitation Center in a Northern European Capital Attracted Over 15,000 Targeted Prospects Without Discounts or Clickbait
A strategic case study in healthcare marketing that builds trust — not just clicks
Confidentiality and Professional Ethics
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their consent. This is a mandatory standard in our work.
All projects are carried out in full compliance with strict confidentiality agreements and personal data protection requirements. Client names and project details are disclosed only with their consent. This is a mandatory standard in our work.
Try to recall a few convincing examples of promoting a complex healthcare service on social media — without discounts, without clickbait headlines, and without shouting "Limited-time offer, only until Friday!".
Not easy, is it?
Many clinics still attempt to promote serious medical services using mass-market tactics. But when it comes to rehabilitation after a stroke, COVID-19, or physical trauma — that simply doesn’t work. Patients don’t make these decisions instantly. They observe. Read. Ask. Reflect. And only then — take the next step.
Now imagine this:
A multidisciplinary medical center with exceptional rehabilitation potential, highly qualified staff, advanced equipment, and years of clinical expertise — yet barely visible to its own audience.
We faced this exact challenge while working with a private medical center in a major Northern European capital. Despite its impressive resources, the center’s rehabilitation department had low visibility and was struggling to reach the people who needed it most.
Not easy, is it?
Many clinics still attempt to promote serious medical services using mass-market tactics. But when it comes to rehabilitation after a stroke, COVID-19, or physical trauma — that simply doesn’t work. Patients don’t make these decisions instantly. They observe. Read. Ask. Reflect. And only then — take the next step.
Now imagine this:
A multidisciplinary medical center with exceptional rehabilitation potential, highly qualified staff, advanced equipment, and years of clinical expertise — yet barely visible to its own audience.
We faced this exact challenge while working with a private medical center in a major Northern European capital. Despite its impressive resources, the center’s rehabilitation department had low visibility and was struggling to reach the people who needed it most.
Traditional advertising wasn’t helping. Standard medical marketing tactics — create a post, boost it, hope for clicks — fall flat in healthcare. Real engagement happens when you build trust, demonstrate expertise, and create human connection.
That’s why we built a multi-layered marketing system combining video, content, live broadcasts, and segmented ads — all aligned to one goal: turning an overlooked service into a trusted solution.
The results?
Over 15,000 highly engaged users, 9,800+ video views, and a steady stream of qualified inquiries — all within three months. And not a single euro spent on discounts.
That’s why we built a multi-layered marketing system combining video, content, live broadcasts, and segmented ads — all aligned to one goal: turning an overlooked service into a trusted solution.
The results?
Over 15,000 highly engaged users, 9,800+ video views, and a steady stream of qualified inquiries — all within three months. And not a single euro spent on discounts.
Traditional advertising wasn’t helping. Standard medical marketing tactics — create a post, boost it, hope for clicks — fall flat in healthcare. Real engagement happens when you build trust, demonstrate expertise, and create human connection.
Armen Kaladzhyan
AK Marketing
What follows is a brief overview of the project.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
It’s impossible to cover every detail within a single case study,
but we’ve aimed to highlight the logic behind our approach and the key results achieved.
Initial Situation
Our client — a leading private medical center with a strong rehabilitation department and a team of physiotherapists, hydrotherapy instructors, and specialized rehab physicians — had helped hundreds of patients recover after strokes, heart attacks, injuries, and COVID-19. But very few people knew this.
Key challenges:
Key challenges:
- Low visibility of the rehabilitation service
- No clear communication with the target audience
- Difficult market segment with long decision-making cycles
Why Traditional Advertising Fails in Healthcare
Before we stepped in, the center posted generic updates on social media — with little response, zero traffic, and no conversions.
What wasn’t working:
Rehab patients don’t convert in one click. They need information. Credibility. Reassurance. Human guidance.
What wasn’t working:
- The service wasn’t clearly positioned — people didn’t understand why this clinic was different.
- No video. No personal connection to the medical team.
- Posts were scattered. No content funnel, no progression.
- Ads (when present) were too direct — and failed to build trust.
Rehab patients don’t convert in one click. They need information. Credibility. Reassurance. Human guidance.
Core Flaws of the Old Approach
- Impersonal ad messages
- No live or interactive content
- Focus on procedures instead of patient outcomes
- Lack of empathy for patients in vulnerable states
What We Did Differently
We built a content and advertising system designed not for clicks — but for trust, education, and gradual engagement.
1. Valuable content with a human face
We created a series of 20+ videos and posts that explained treatments, showcased results, and introduced the specialists behind the scenes.
We focused on interactive formats:
We focused on interactive formats:
- Weekly live sessions with doctors
- Online recovery marathons hosted by physiotherapists
- FAQ videos and short expert clips
Reel with a trauma and orthopedic surgeon: he identifies the problem almost with his eyes closed.
2. Smart audience segmentation
We launched four campaign types:
- Traffic to conversion-optimized landing pages
- Promotion of video content and live sessions
- Awareness and education via boosted posts
- Retargeting engaged users to drive inquiries
Water-based therapeutic exercise is a type of physical activity that is ideal for weight loss and improving muscle tone. It is used for the prevention of various health conditions as well as for rehabilitation after injuries and surgeries.
4. Retargeting and warm audience strategy
Every viewer, click, or video watch was added to a warm audience pool. We used follow-up ads to deepen the connection, educate further, and invite users to webinars or consultations.
Working with a warm audience delivered outstanding results:
as shown in the screenshot, the lead form campaign on Facebook & Instagram using Advantage audiences generated 98 leads at a solid cost of €16.84 per lead. In comparison, the regular campaign without Advantage brought only 21 leads.
Retargeting and Meta’s algorithmic audiences really work — the key is to build the funnel properly and segment your traffic.
as shown in the screenshot, the lead form campaign on Facebook & Instagram using Advantage audiences generated 98 leads at a solid cost of €16.84 per lead. In comparison, the regular campaign without Advantage brought only 21 leads.
Retargeting and Meta’s algorithmic audiences really work — the key is to build the funnel properly and segment your traffic.
3-Month Results
Despite the complexity of the service, the results exceeded expectations:
- 15,200 engaged users
- People who watched videos, asked questions, clicked links — not just scrolled by.
- 9,800+ views of recorded sessions
- Our content kept working long after the live sessions ended.
- 500+ live viewers per broadcast
- With some sessions crossing 1,000 real-time viewers.
- €0.06 average cost per engaged user
- €28–39 cost per lead
Why It Worked
- A strategic funnel, not random posts
- Every piece of content led somewhere — towards informed action.
- Human-first storytelling
- Patients saw and heard real doctors, real recovery paths.
- Laser-focused targeting
- We didn’t waste budget on vague audiences.
We followed up. We educated. We converted. As a result, up to 24% of leads converted into appointments within the first 7 days after the broadcast. The rest followed within 2–4 weeks through retargeting and follow-up communication by the care team.
Common Mistakes Clinics Still Make
- Trying to sell without trust
- Especially dangerous in sensitive, high-value medical services.
- Confusing content with strategy
- A post is not a plan.
- Chasing cheap traffic
- Cheap doesn’t mean effective. We prefer 10 quality inquiries over 1,000 random clicks. In this project, we proved that even with a cost per lead between €18 and €25, the campaigns were profitable from the first paid session. The key was to position the offer clearly, qualify the audience effectively, and implement full-funnel analytics.
- Ignoring creative testing
- Our best sessions were born from trial, iteration, and audience feedback.
What Actually Works in Medical Marketing
- Only expert-driven content creates credibility
- Real, empathetic communication is essential
- Advertising is about earning attention, not demanding it
- A multi-channel strategy is no longer optional
We’ve been working with Armen for three years now. During our collaboration, we’ve launched dozens of advertising campaigns to promote the clinic’s services — from diagnostics to cosmetology. Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Marina Umenko
Advertising and PR Manager, Scandinavian Health Center
Expert Marketing for Medical Clinics
⏹ Medical marketing requires a specialized approach. Unlike mass-market advertising, the focus here isn’t on the number of leads, but on their quality. It’s not about the size of the ad budget, but how strategically it's allocated. Not about flashy creatives, but about building trust and converting interest into action.
We specialize in promoting “considered choice” services — such as hardware-based cosmetology, complex medical procedures, and premium healthcare services. These are offerings people take time to evaluate: they compare, research, and make well-informed decisions.
We specialize in promoting “considered choice” services — such as hardware-based cosmetology, complex medical procedures, and premium healthcare services. These are offerings people take time to evaluate: they compare, research, and make well-informed decisions.
⏹ With over 10 years of experience working with medical centers, we’ve developed deep expertise in marketing for clinics across various specialties. We don’t just launch ads — we build comprehensive marketing systems that steadily convert investments into measurable profit.
⏹ Unlike many advertisers, we understand how decision-making works in the healthcare space and tailor every marketing step to match those specifics.
⏹ Unlike many advertisers, we understand how decision-making works in the healthcare space and tailor every marketing step to match those specifics.
Strategy + Advertising + Persuasion
By combining a strategic approach, targeted advertising, and warming, persuasive content, we attract high-quality leads and increase sales.
Start with the first step — a consultation
Every business is unique, and there are no one-size-fits-all solutions. We suggest starting with a 30-minute consultation to identify your key growth opportunities.
Or feel free to message us! We’re here to respond between 10:00 AM and 6:00 PM Central European Time (CET).
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Genuine Client Feedback
Thank you for your responsible approach to the project. For us, this has been a challenging task, largely due to the novelty of the product in the Russian market. Despite the general skepticism among our fellow citizens, you managed to build clear and persuasive communication with the target audience.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
This is reflected in the increased activity on our social media channels—we’re seeing strong interest in the topic of high-precision tuberculosis diagnostics. Website traffic to our project’s informational platform has also grown significantly. This is in large part thanks to your contribution.
Armen, thank you for the quality work. The results are clear to me personally. There used to be silence—now people are actually reaching out and asking about the medical center. I’m not good with words like that, but I’ll try to get more involved in the process too. I think I’ve started to believe in social media. Let’s keep it going.
Thank you for your support in launching the “ALGOM” project — an evidence-based medical reference system.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
Over the course of our 1.5-year collaboration, I’ve come to appreciate your professionalism, your sense of responsibility, your reliability, and your ability to achieve ambitious goals.
While not all promotional objectives have been fully met yet — largely due to the Russian market’s limited readiness for such innovative products — we have made significant progress. You’ve become a valuable partner to us.
We launched our project at a very difficult time—right at the start of the pandemic. It was challenging not only to get clients, but even to generate leads.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
However, you did everything possible to give us a strong start. We got a beautiful landing page and quickly grew our following—from nearly zero to 2,000 subscribers in just a few months.
We received a large number of inquiries from clients during the summer and early fall. The second wave of the pandemic brought its own “adjustments,” but we truly appreciate your professionalism and the way you approached the project.
We’ve been working with Armen for three years now. During our collaboration, we’ve launched dozens of advertising campaigns to promote the clinic’s services — from diagnostics to cosmetology.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Throughout this time, he has proven to be a highly skilled professional as well as a responsible and reliable partner.
Thank you so much for your productive work — the numbers speak for themselves:
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
€40,000+ in revenue in June, typically the slowest month when most clinics see a drop in sales;
a record-breaking monthly revenue since the launch of the aesthetic center;
and for the first time in a year, the clinic has reached break-even.
Thank you for supporting us from the very beginning of our business journey. At the start, our concept was vague — we didn’t even have a name. You guided us through every stage of building the business, from developing the strategy to acquiring our first clients.
You completely changed the way I approach marketing. For several months, I was paying an SMM manager for work that brought zero results.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
You entered the project not just with ideas, but with a system that actually delivers. Most importantly, I finally understood what needs to be done — and how — to make social media generate sales instead of draining my time, energy, and money.
In less than a month, we received a strong flow of inquiries on our website for our house-building promotion. Armen is always available and ready to provide guidance.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.
He also helped us make website changes to improve conversion. I’d also like to highlight a noticeable increase in comments and direct messages on our social media pages — something we hardly saw before, despite putting a lot of effort into creating posts.