Building Dr Monisha’s Medical Brand via Social Media Goodwill
200k + Instagram Followers
CLIENT BRIEF
During the COVID-19 lockdown, Armoraa, a dermatology clinic in Chennai, Co-Founded by Dr. Monisha Aravind, sought to establish a strong social media presence in an industry where direct promotion is restricted due to regulatory policies. As a new brand in the healthcare space, the challenge was to build trust and create brand awareness while overcoming the scepticism surrounding medical advice during the pandemic.
Recognizing the opportunity, we devised a strategy to position Dr. Monisha as a trusted health content creator, leveraging the increasing demand for reliable health information to organically grow her following. By focusing on providing genuine value to the audience through Dr. Monisha’s personal brand, we saw a significant increase in traction and follower growth. This organic growth in her personal following naturally extended to her clinical brand, amplifying Armoraa’s visibility and reputation.
DELIVERABLES
Social Media Marketing: We managed social media accounts of both Armoraa and Dr. Monisha. We created engaging and educational content that resonated with the audience. While our team of writers and social media executives developed impactful scripts for reels, and maintained a social media calendar, our graphic designers designed visually appealing posts, and video editors helped stitch in educational content.
Channels
STRATEGY
Educational Content: Our strategy began with crafting a tailored content strategy for both Dr. Monisha’s personal page and the clinic’s social media. For Dr. Monisha’s page, we identified trending topics in dermatology and skincare, creating short-form videos that presented her expert advice in a crisp, engaging manner. For the clinic’s page, we developed content buckets that included before-and-after transformations, client testimonials, and clinic offers. This approach effectively positioned the clinic as a trusted source of medical information, building credibility within the community.
Impact of COVID: COVID-19 significantly increased viewership and traction on social media, creating a greater opportunity for content creators and personal brands to grow. We adapted to this shift by providing valuable and reliable health information on Dr. Monisha’s page, which helped build a loyal following and strong engagement. The goodwill generated through this approach was then leveraged to cross-promote Armoraa, further boosting its visibility and credibility.”
Localised Focus: We strategically targeted content to specific pin codes around Armoraa’s clinic, focusing on neighbourhoods with potential clients based on their interests and location. This approach not only personalised the content but also effectively drove online engagement and increased foot traffic to the clinic.”
PERFORMANCE
- As a result of posting consistent valuable content, and expert insights, Dr. Monisha’s follower count skyrocketed to 200k.
- Within the first year, the clinic’s page followers grew from 0 to 7,000, and within the second year, it further increased to 15,000. Right now, Armoraa’s follower count is more than 22k.
- Enhanced Trust: Dr. Monisha’s content saw a meteoric rise in viewership and engagement, with significant increases in saves and shares. This surge in audience interaction led to enhanced goodwill, positively impacting the credibility and reputation of Armoraa clinic.
- 50% Increase in Walk-ins: Targeted placements of high-performing content, combined with initial offers like free consultations, resulted in a significant 50% increase in walk-in appointments, showcasing the direct impact of our strategy on the clinic’s business.