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Why No One Cares About MRI — and How We Made Them Care
A Case Study in Promoting Diagnostic Services Through Strategic Social Media Content
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.
Medical imaging is not what most people expect to see in their social media feed — and even less what they would actively engage with. MRI and CT are often viewed as complex, intimidating, or simply irrelevant until the moment they are prescribed.
So how do you promote such services in a digital space dominated by entertainment, lifestyle, and fast content?
In this case, we share how we built and executed a smart SMM strategy for a large network of diagnostic centers, helping them go from silence to engagement, from invisibility to real patient requests — without relying on discounts or “scare” tactics.
So how do you promote such services in a digital space dominated by entertainment, lifestyle, and fast content?
In this case, we share how we built and executed a smart SMM strategy for a large network of diagnostic centers, helping them go from silence to engagement, from invisibility to real patient requests — without relying on discounts or “scare” tactics.
Our client is a diagnostic center brand originally founded in Australia, now operating a network of clinics in a few major cities. Their core services include:
- MRI (Magnetic Resonance Imaging)
- CT (Computed Tomography)
- Ultrasound
- Comprehensive preventive check-up programs (Check-ups)
The presence on social media was underdeveloped — and our goal was to change that
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
The client’s social media presence was stagnant. Their Facebook and Instagram pages were rarely updated, had minimal engagement, and generated no measurable traffic or inquiries.
Worse, the topic itself was “unsexy” — complex diagnostics like MRI simply don’t appeal to broad audiences in the same way lifestyle content or even general wellness posts might.
Common questions like “What is an MRI?” or “How to prepare for a CT scan?” are well-covered online. To stand out, we needed an unconventional, content-first approach.
Worse, the topic itself was “unsexy” — complex diagnostics like MRI simply don’t appeal to broad audiences in the same way lifestyle content or even general wellness posts might.
Common questions like “What is an MRI?” or “How to prepare for a CT scan?” are well-covered online. To stand out, we needed an unconventional, content-first approach.
Initial Obstacles
We faced several key issues:
- Low engagement and inactive followers
- Lack of fresh content ideas
- No measurable traffic from social media to the website
- Zero direct requests for services like check-ups or MR mammography
- Some services (like preventive screenings) were unknown to most users
Understanding the Audience
Another major challenge was that the typical patient doesn’t research diagnostics until a doctor tells them to. MRI and CT are not “top of mind” interests like skincare or fitness.
That meant we couldn’t rely on standard targeting based on interests. Instead, we focused on broader lifestyle and health signals.
We identified these key segments:
That meant we couldn’t rely on standard targeting based on interests. Instead, we focused on broader lifestyle and health signals.
We identified these key segments:
- Residents of premium districts (for high-end check-ups)
- Women 35+ (target for MR mammography)
- Men 40+ (for prostate and cardiac check-ups)
- Health-conscious individuals and fitness enthusiasts
- Physicians (especially orthopedic surgeons and neurologists)
- Mothers and caregivers concerned about children’s health
Strategic Insight: It’s Not About MRI — It’s About People
One of the most important realizations in this project was this: people don’t care about procedures, they care about their concerns, symptoms, and goals.
We reframed our entire content strategy around that insight. Instead of talking about “diagnostics,” we talked about back pain, fatigue, unclear symptoms, or the fear of not knowing. We made the posts personal and situation-based — helping people connect emotionally before guiding them to the service.
This shift in tone allowed us to achieve high engagement even with topics that are traditionally seen as “boring.”
We reframed our entire content strategy around that insight. Instead of talking about “diagnostics,” we talked about back pain, fatigue, unclear symptoms, or the fear of not knowing. We made the posts personal and situation-based — helping people connect emotionally before guiding them to the service.
This shift in tone allowed us to achieve high engagement even with topics that are traditionally seen as “boring.”
Target Audience
Because medical imaging is not a persistent interest, targeting required creativity. We focused on lifestyle indicators and pain points rather than direct interest in healthcare.
Key segments included:
Key segments included:
- Urban residents 30+ with middle to high income
- Residents of upscale neighborhoods (for premium check-ups)
- Women 35+, especially those concerned about breast health
- Men 40+, particularly for cardiac and urological check-ups
- Athletes and active lifestyle enthusiasts
- People interested in health topics like oncology, cardiology, neurology
- Doctors in relevant specialties (orthopedics, neurology, etc.)
Positioning Strategy
In social media, positioning is the emotional “image” the brand projects. For this project, we worked with the client to define the following pillars:
- Diagnostic excellence — Our scans don’t need to be redone.
- Confidence through clarity — We help people understand their symptoms and health concerns.
- Accessible expertise — We explain complex medical issues in clear, relatable language.
Content Strategy: From Awareness to Action
To build both interest and trust, we created a multi-layered content strategy tailored to different patient profiles and stages of decision-making. Every post was created with a clear intent: to educate, empathize, or convert.
Our core content pillars:
Symptom-based storytelling
We posted about common concerns like lower back pain, chronic fatigue, or headaches — explaining when diagnostics are needed and which type to choose. This made our content relatable, shareable, and actionable.
Confidence-driven messaging
We focused on the desire to feel safe, informed, and proactive. Preventive screenings were presented not as medical obligations but as tools for peace of mind and control over one’s health.
Professional credibility
We regularly published content for doctors: brief posts on diagnostic techniques, interpretation tips, and updates in medical imaging. These served to build trust and professional recognition.
Segment-specific check-ups
We created dedicated campaigns for different demographic groups — e.g. check-ups for men under 40, breast MRI for women 35+, cardiovascular packages for middle-aged men, etc.
Our core content pillars:
Symptom-based storytelling
We posted about common concerns like lower back pain, chronic fatigue, or headaches — explaining when diagnostics are needed and which type to choose. This made our content relatable, shareable, and actionable.
Confidence-driven messaging
We focused on the desire to feel safe, informed, and proactive. Preventive screenings were presented not as medical obligations but as tools for peace of mind and control over one’s health.
Professional credibility
We regularly published content for doctors: brief posts on diagnostic techniques, interpretation tips, and updates in medical imaging. These served to build trust and professional recognition.
Segment-specific check-ups
We created dedicated campaigns for different demographic groups — e.g. check-ups for men under 40, breast MRI for women 35+, cardiovascular packages for middle-aged men, etc.
Example 1: Lower Back Pain Myth-Busting Post
Instead of dry technical content, we addressed a widespread belief: “If your back hurts, avoid movement.” Our post corrected this with friendly tone and medical facts.
Instead of dry technical content, we addressed a widespread belief: “If your back hurts, avoid movement.” Our post corrected this with friendly tone and medical facts.
- 3045 views
- 22 comments
- 29 shares
Editorial Plan
Each month, we structured our posts into well-defined categories:
- Health concerns: symptom explainers and when to seek help
- Preventive content: stories about early detection and long-term well-being
- Professional voice: insights for doctors, showing our expertise
- Oncology awareness: breast health and cancer diagnostics
- Custom check-ups: tailored posts for different audiences (e.g. “check-up for men under 40”)
- Community building: polls, provocations, case stories — content that sparked interaction
Example 2: Male Check-Up Awareness Post
Men under 40 are often skeptical about medical check-ups. This post focused on proactive health and ease of process.
Men under 40 are often skeptical about medical check-ups. This post focused on proactive health and ease of process.
- 11,830 views
- 37 comments
- 56 visits to the landing page
Before
Feed before the start of our collaboration.
Feed before the start of our collaboration.
After
Feed after the start of our collaboration
Feed after the start of our collaboration
Smart Targeting: We Didn’t Sell MRI — We Sold Relevance
Since you can’t target people “interested in MRI,” we focused on related interests and emotional triggers:
- Everyday pain points (back, fatigue, symptoms)
- Trust in prevention
- Anxiety around unclear health issues
- Gender-specific wellness topics
- Community-style polls and storytelling
Results: Turning Content Into Conversions
Our content-first, empathy-driven strategy delivered measurable results — even in a category that’s traditionally hard to promote.
Highlights from the first month (MR mammography campaign):
Over time, the brand’s overall social media presence shifted from passive to dynamic. Engagement, comments, and shares — which were once rare — became the new norm. Traffic from social media to the website grew steadily, and appointments began coming in directly from Meta platforms.
Highlights from the first month (MR mammography campaign):
- 17,000+ targeted impressions in just 7 days of advertising
- 47 appointment requests within one week of the campaign
- Average cost per lead on Instagram: €6.50
- Average cost per lead on Facebook: €8.20
Over time, the brand’s overall social media presence shifted from passive to dynamic. Engagement, comments, and shares — which were once rare — became the new norm. Traffic from social media to the website grew steadily, and appointments began coming in directly from Meta platforms.
Key Takeaways: How to Make Diagnostics Work on Social Media
Bridge the gap between services and people’s everyday concerns
Don’t talk about “MRI.” Talk about fatigue, back pain, or fear of the unknown.
Content marketing beats medical jargon
Social media isn’t a brochure. Talk to people the way they think — not like a medical textbook.
Tailor your messaging to each segment
Men over 40, young mothers, athletes — all need different angles and tones.
Use engagement formats, not just educational posts
Polls, contests, and personal stories outperform dry explanations every time.
Optimize feedback loops inside the clinic
A good ad is wasted if the clinic team isn’t ready to call back quickly or convert leads.
Don’t talk about “MRI.” Talk about fatigue, back pain, or fear of the unknown.
Content marketing beats medical jargon
Social media isn’t a brochure. Talk to people the way they think — not like a medical textbook.
Tailor your messaging to each segment
Men over 40, young mothers, athletes — all need different angles and tones.
Use engagement formats, not just educational posts
Polls, contests, and personal stories outperform dry explanations every time.
Optimize feedback loops inside the clinic
A good ad is wasted if the clinic team isn’t ready to call back quickly or convert leads.
Remaining Challenges
Not everything was perfect. Due to internal limitations:
- The clinic was unable to regularly provide original media — videos, patient stories, photos. We had to rely on stock imagery and visual improvisation.
- Reaching medical professionals via Facebook and Instagram proved difficult due to platform restrictions on targeting professions.
Armen, thank you for your thoughtful work. I know that promoting diagnostics isn’t easy, but we’ve achieved a lot together. I want to sincerely thank you for the incredible work you’re doing on our Instagram. Absolutely brilliant. I’ve never seen such high-quality and captivating content anywhere else. You and your team are amazing — creative without being over-the-top, stylish, professional, and truly engaging. Visiting our own Instagram has become a real pleasure. Hats off to you!
Alex Ledowsky
General Director
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.