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How We Tripled Patient Engagement for a National Telemedicine Initiative
A case study in strategic healthcare marketing with top-tier medical professionals
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.
Imagine getting a free consultation with a top-tier doctor from a national medical center — without leaving home. No queues, no travel, no waiting rooms. Just high-quality medical care available online, from anywhere in the country.
Sounds too good to be true?
In reality, such initiatives often face deep skepticism. People are wary of anything free. They delay registration, question the quality of care, or simply don’t understand what’s being offered.
That was exactly the challenge behind this national telehealth project — a large-scale social initiative led by a globally renowned cardiologist, professor, and medical doctor of science. The mission: to provide patients with chronic conditions free online consultations from highly qualified specialists across multiple top medical centers in a major Eastern European country.
These centers were leaders in their fields — from cardiology and gynecology to ophthalmology, ENT, urology, and internal medicine. Over the course of three annual campaigns (each lasting 12 months), we took full charge of promotion — and exceeded expectations every time.
Here’s how we turned public doubt into trust, and trust into thousands of real medical consultations.
Sounds too good to be true?
In reality, such initiatives often face deep skepticism. People are wary of anything free. They delay registration, question the quality of care, or simply don’t understand what’s being offered.
That was exactly the challenge behind this national telehealth project — a large-scale social initiative led by a globally renowned cardiologist, professor, and medical doctor of science. The mission: to provide patients with chronic conditions free online consultations from highly qualified specialists across multiple top medical centers in a major Eastern European country.
These centers were leaders in their fields — from cardiology and gynecology to ophthalmology, ENT, urology, and internal medicine. Over the course of three annual campaigns (each lasting 12 months), we took full charge of promotion — and exceeded expectations every time.
Here’s how we turned public doubt into trust, and trust into thousands of real medical consultations.
People were registering — but not following through to actually book consultations. We had 90 days to turn this around.
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.
The Challenge: A Project at Risk
We joined the project during the final three months of its first year. The numbers were far below the goal. The website — the main channel for attracting patients — was poorly optimized, written in dry, bureaucratic language, and cluttered with PDFs and confusing forms.
Promotion relied solely on search ads and sporadic TV mentions. There was no social media presence, no dialogue with the audience, no strategy to address hesitation and build trust.
People were registering — but not following through to actually book consultations.
We had 90 days to turn this around. The system had to work — not just once, but consistently.
Promotion relied solely on search ads and sporadic TV mentions. There was no social media presence, no dialogue with the audience, no strategy to address hesitation and build trust.
People were registering — but not following through to actually book consultations.
We had 90 days to turn this around. The system had to work — not just once, but consistently.
Leo Bokeria, PhD in Medicine, Professor, Academician — renowned cardiac surgeon, prominent scientist, and the inspirer and organizer of the event.
Our Approach — In Detail and In Context
1. Rewriting with Empathy: From Bureaucracy to Clarity
The original website resembled the internal paperwork of a medical board — formal, impersonal, and difficult to digest. For a patient in distress or dealing with chronic illness, that tone creates distance instead of trust. We knew we had to completely reframe the content.
We rewrote the entire site using a warm, accessible tone that communicated care and competence. Our language strategy included:
The original website resembled the internal paperwork of a medical board — formal, impersonal, and difficult to digest. For a patient in distress or dealing with chronic illness, that tone creates distance instead of trust. We knew we had to completely reframe the content.
We rewrote the entire site using a warm, accessible tone that communicated care and competence. Our language strategy included:
- Short paragraphs
- Simple vocabulary
- Clear steps
- Emphasis on doctor credentials and patient safety
- A tone that says: "We’re here to help you"
2. From Static to Smart: A Website That Evolved with the Campaign
Beyond rewriting, we transformed the site’s entire structure. Instead of treating it as a static page, we treated it like a living, breathing part of our conversion system. Patients don’t think in terms of 'funnels' — but they do need clear, helpful pathways.
Each month, we introduced data-driven changes. For example:
Beyond rewriting, we transformed the site’s entire structure. Instead of treating it as a static page, we treated it like a living, breathing part of our conversion system. Patients don’t think in terms of 'funnels' — but they do need clear, helpful pathways.
Each month, we introduced data-driven changes. For example:
- Removed downloadable PDFs and replaced them with mobile-friendly, scrollable content
- Highlighted CTAs at strategic breakpoints in the page
- Ran session recordings and heatmaps to spot friction points
- Adjusted layout and imagery based on real user behavior
3. Rethinking Ads: From General Outreach to Precision Targeting
When we took over, the campaign relied heavily on traditional channels like search ads and public mentions — but lacked nuance, targeting, or relevance. We built a comprehensive advertising system tailored to the medical context.
Our strategy included:
Why it works: Healthcare decisions are deeply personal. By speaking to each segment in their own language, we removed ambiguity and resistance — and achieved both lower cost per action and higher quality conversions.
When we took over, the campaign relied heavily on traditional channels like search ads and public mentions — but lacked nuance, targeting, or relevance. We built a comprehensive advertising system tailored to the medical context.
Our strategy included:
- Segmented audiences by age, gender, interest, geography
- Tailored messaging for each group
- A/B tested creatives: video, image, carousel, headlines, and calls to action
- Focused on relevance over reach
Why it works: Healthcare decisions are deeply personal. By speaking to each segment in their own language, we removed ambiguity and resistance — and achieved both lower cost per action and higher quality conversions.
4. Designing a Guided Patient Experience — Not Just a Sign-Up
The most striking bottleneck wasn’t getting clicks — it was getting users to finish the process. Many registered, but didn’t complete their consultation booking. We redesigned the experience to support, guide, and reassure users through every step:
📌 Why it works: A medical consultation requires commitment. The more clarity and psychological ease we provide, the more likely users are to follow through. Free doesn’t mean frictionless. Structure and support increase completion rates dramatically.
The most striking bottleneck wasn’t getting clicks — it was getting users to finish the process. Many registered, but didn’t complete their consultation booking. We redesigned the experience to support, guide, and reassure users through every step:
- Clear onboarding flow and separation of stages (registration → confirmation → doctor choice → appointment)
- Visual walkthroughs and status updates
- Friendly, timely email nudges
- Retargeting ads for incomplete actions
📌 Why it works: A medical consultation requires commitment. The more clarity and psychological ease we provide, the more likely users are to follow through. Free doesn’t mean frictionless. Structure and support increase completion rates dramatically.
5. Took Full Ownership of Communication
We didn’t stop at clicks — we built relationships. Our team:
We didn’t stop at clicks — we built relationships. Our team:
- Managed all social media content and community interactions
- Created expert-led posts (independently and with participating doctors)
- Responded to every question and concern
- Handled sensitive topics and emotional feedback with care
- Managed negative comments, misinformation, and conflict with professionalism
What We Achieved — And Why It Mattered
First Season (3 months):
The first season was a true stress test. We joined the campaign at a critical stage, with just weeks left and major KPIs still unmet. Yet, our integrated approach produced results that exceeded even the original expectations:
- 1,849 consultations completed — slightly over the initial target of 1,800, but in record time
- Website conversion improved from a disappointing 4.4% to a strong 18.7% — more than 4x growth
- Social media campaigns delivered a 25.9% conversion rate — every fourth user took action
- Average cost per registration: only €1.00 — far below industry benchmarks
- Patient satisfaction was high: over 70% of participants rated the consultation experience as "excellent" or "very good", and 19% returned for additional sessions within 60 days.
Seasons Two and Three:
With the foundation laid, we scaled efficiently in the following seasons. Our systems proved repeatable and resilient:
- Campaign goals were exceeded each year, confirming the model’s strength
- Website conversion rates remained consistently above 20%
- The audience evolved from "one-time users" to a returning and referring community
- Fewer patients dropped off mid-process thanks to improved UX, retargeting, and personalized support
Third Season Highlight:
The third season was the campaign’s most ambitious — and the most successful:
- Over 3,500 patients received free second opinions from some of the country’s best medical professionals
- Consultations were 100% remote — an essential solution for people in rural or underserved areas
- The initiative delivered real clinical value: timely diagnoses, peace of mind, and in some cases, life-changing advice
Why It Worked: System, Not Guesswork
This wasn’t about a flashy ad or lucky viral post. It worked because we built a system:
- A website that drives action
- Content that builds understanding
- Advertising that reaches the right people
- Analytics that show what to improve
- Communication that earns trust
- Strategic visibility through expert voices and media
Strategic Takeaway
Promoting healthcare services — especially when free — requires more than a campaign. It demands a system:
- Educational content that answers real concerns
- Targeted advertising with precision
- Web analytics for every touchpoint
- Active community management
- Strategic media and expert positioning
We brought the team in at a rather late and challenging stage of the project — when it felt like things were slipping beyond recovery. But they jumped in immediately, quickly got up to speed with the complex subject matter, identified the weak points, and offered clear, actionable solutions. Most importantly, they stayed with us all the way through to real results. They worked deeply and responsibly, as if it were their own project. Thanks to that, we didn’t just meet our targets — we exceeded them. Three times. This wasn’t just a contractor — it was a true partner.
Dan Аntukhоv
Head of the Project
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.
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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.