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How We Promoted a Medical Service and Attracted Over 15,000 Interested Professionals in the First Month
A case study on launching the ALGOM project — a joint initiative with the Finnish company Duodecim
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.
The Challenge: Introducing a Product No One Was Looking For
Imagine having a revolutionary product for medical professionals that could truly improve their clinical workflows — yet the audience has no idea such solutions even exist. They're not searching for them online, not discussing them on professional forums, and not asking colleagues about them.
This was the exact challenge we faced when we were tasked with promoting ALGOM — a professional reference and decision-support platform for doctors, developed in collaboration with Finnish medical knowledge provider Duodecim.
This was the exact challenge we faced when we were tasked with promoting ALGOM — a professional reference and decision-support platform for doctors, developed in collaboration with Finnish medical knowledge provider Duodecim.
What is ALGOM? Simply put, ALGOM is a digital assistant for clinicians. Instead of flipping through textbooks or searching Google, a doctor can, in just a few clicks, access up-to-date, evidence-based recommendations for diagnosing and treating nearly any condition. It’s like having a world-class medical consultant available 24/7.
In Finland and other European countries, such tools are already widely used and considered essential. But in our target market at launch, they were virtually unheard of. We weren’t just launching a new product — we were building a whole new category and educating the audience from scratch.
Our Starting Point? Absolute Zero.
In Finland and other European countries, such tools are already widely used and considered essential. But in our target market at launch, they were virtually unheard of. We weren’t just launching a new product — we were building a whole new category and educating the audience from scratch.
Our Starting Point? Absolute Zero.
- Zero brand recognition
- No existing audience
- No social media presence
- No customer base
We weren’t just launching an ad campaign — we were creating demand for something that had never existed in this market.
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.
Why Traditional Marketing Wouldn’t Work
Anyone in medical marketing knows the typical playbook: bold banners, catchy headlines, discounts, special offers. That’s how most medical services are promoted.
But with ALGOM, that approach would have failed. Why?
But with ALGOM, that approach would have failed. Why?
- Doctors are a unique audience. They're skeptical of marketing claims and protective of their professional credibility. Loud slogans promising a “revolution in medicine” would only alienate them.
- The product needs explanation. ALGOM isn’t a headache pill. It’s a complex tool whose value only becomes clear in context.
- We weren’t selling a product — we were offering a change in clinical habits. Essentially, we were inviting doctors to rethink how they make medical decisions.
Step 1: Strategy Over Tactics
We started not with quick wins, but with a solid marketing strategy — a roadmap answering:
Who are we selling to? What exactly are we offering? How should we communicate it? What metrics will define success?
Our strategy included several key components:
A Full-Funnel Experience
We mapped out the entire user journey — from first contact to subscription:
Media Mix & Channel Selection
We identified where our audience spends time online:
Positioning & Core Messages
We crafted three key messages:
Who are we selling to? What exactly are we offering? How should we communicate it? What metrics will define success?
Our strategy included several key components:
A Full-Funnel Experience
We mapped out the entire user journey — from first contact to subscription:
- Awareness – introducing the idea that such tools exist
- Education – explaining how they work and why they matter
- Engagement – showing real-world benefits through examples
- Conversion – encouraging free trial sign-ups
- Retention – supporting users after registration
Media Mix & Channel Selection
We identified where our audience spends time online:
- Facebook — for experienced practitioners
- Doctor-focused platforms
- Professional group chats
Positioning & Core Messages
We crafted three key messages:
- ALGOM saves doctors time (up to 40% on information search)
- ALGOM increases confidence in clinical decisions (access to global best practices)
- ALGOM supports professional development (reliable, accessible medical knowledge)
Step 2: Content That Speaks the Language of Professionals
With the strategy in place, we focused on content. Our success hinged on deep understanding of our audience’s psychology and day-to-day needs.
Content marketing isn’t about posting pretty images or slogans. It’s about solving real problems, answering questions, and becoming genuinely helpful. Good content builds trust — and trust drives conversions.
We developed three main types of content:
Educational Materials
Practical Case Studies
Discussion-Driven Content
Content marketing isn’t about posting pretty images or slogans. It’s about solving real problems, answering questions, and becoming genuinely helpful. Good content builds trust — and trust drives conversions.
We developed three main types of content:
Educational Materials
- Articles on evidence-based medicine and how to apply it
- Translations of international guidelines with expert commentary
- Reviews of groundbreaking studies changing treatment protocols
Practical Case Studies
- Clinical scenarios showing how ALGOM supports decision-making
- Comparisons of traditional methods and modern protocols
- Interviews with doctors already using ALGOM
Discussion-Driven Content
- Thought-provoking posts on medical education challenges
- Articles on medical errors and how to reduce them
- Posts on physician burnout and information overload
Step 3: Ads That Help Rather Than Annoy
In parallel, we launched ad campaigns. But our approach was radically different from the usual.
Marketing to professionals is not about flashy images or emotional slogans — it’s about understanding their pain points and speaking to their needs. Great B2B ads don’t scream “Buy now!” — they say, “We understand your challenge, and here’s a solution.”
We created different campaigns for different segments:
For General Practitioners
Marketing to professionals is not about flashy images or emotional slogans — it’s about understanding their pain points and speaking to their needs. Great B2B ads don’t scream “Buy now!” — they say, “We understand your challenge, and here’s a solution.”
We created different campaigns for different segments:
For General Practitioners
- Highlighting time-saving and reduced stress
- Showing how ALGOM guides through common cases
- Quick verification of clinical choices against standards
- Emphasis on access to niche recommendations
- Support with rare or complex cases
- Use of international protocols without language barriers
- Focus on standardizing care across the clinic
- Team-wide professional development
- Reducing error-related legal and reputational risks
- Each segment had its own visuals, copy, and landing pages tailored to its specific needs.
Results After One Month: Numbers That Speak for Themselves
We launched without fanfare — and here’s what happened:
- 15,301 engaged users
- 60%+ returned within 10 days
- €0.06 average engagement cost
- 2,000 website visits in month one
- €2.90 average registration cost
Strategic Shift: From Individual Doctors to Medical Institutions
One of our biggest discoveries came from rethinking who actually makes decisions about implementing tools like ALGOM.
We initially believed individual doctors would be the primary users. But in practice, institutional decision-makers — clinic heads and department managers — held the keys.
This insight transformed our approach. We began highlighting:
We initially believed individual doctors would be the primary users. But in practice, institutional decision-makers — clinic heads and department managers — held the keys.
This insight transformed our approach. We began highlighting:
- Standardized care quality across departments
- Reduced clinical errors and related risks
- Continuous professional development for the whole team
- Management tools to track clinical protocol use
Five Key Lessons from Promoting an Innovative Healthcare Product
1. Education Beats Advertising
You’re not selling — you’re explaining what the product is and why it matters.
We spent 70% of our efforts on educational content, and it paid off.
2. Talk Benefits, Not Features
Forget technical specs. Talk about the outcome.
Not “1000+ clinical guidelines,” but “help to avoid diagnostic errors.”
3. Build a Community, Not a Client List
We launched webinars, private groups, and expert discussions.
Many came for the content and stayed for the value.
4. Personalize for Each Segment
“Doctors” aren’t one group — they’re many.
Custom messages for different specialties multiplied our response rates.
5. Measure Real Engagement, Not Vanity Metrics
Forget impressions — focus on full reads, comments, questions, and link clicks.
Only real interactions tell you if your message is landing.
You’re not selling — you’re explaining what the product is and why it matters.
We spent 70% of our efforts on educational content, and it paid off.
2. Talk Benefits, Not Features
Forget technical specs. Talk about the outcome.
Not “1000+ clinical guidelines,” but “help to avoid diagnostic errors.”
3. Build a Community, Not a Client List
We launched webinars, private groups, and expert discussions.
Many came for the content and stayed for the value.
4. Personalize for Each Segment
“Doctors” aren’t one group — they’re many.
Custom messages for different specialties multiplied our response rates.
5. Measure Real Engagement, Not Vanity Metrics
Forget impressions — focus on full reads, comments, questions, and link clicks.
Only real interactions tell you if your message is landing.
Long-Term Impact
This campaign didn’t just deliver strong numbers — it laid the foundation for long-term success:
- Built a base of 15,000+ engaged professionals
- Changed perceptions around clinical decision support tools
- Reduced acquisition costs through word-of-mouth
- Initiated partnerships with respected medical thought leaders
Conclusion: Innovation Demands Innovative Marketing
Promoting forward-thinking solutions in a conservative field like medicine is always a challenge. It takes more than marketing savvy — it requires industry understanding, empathy, and the courage to break from tradition.
But such projects offer a rare opportunity to shape markets, influence habits, and improve healthcare quality.
ALGOM was not just another case in our portfolio — it was proof that even the most complex innovations can succeed with smart, strategic, and human-centered marketing.
But such projects offer a rare opportunity to shape markets, influence habits, and improve healthcare quality.
ALGOM was not just another case in our portfolio — it was proof that even the most complex innovations can succeed with smart, strategic, and human-centered marketing.
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 market’s limited readiness for such 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 market’s limited readiness for such products — we have made significant progress. You’ve become a valuable partner to us.
Andrew Panow
Project Co-Founfer
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 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 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.