Customer Acquisition
Tres Jolie: an acquisition plan for a medical center
A customer-acquisition approach for a multi-service medical center: one service, one audience, one message at a time.
Client overview
Tres Jolie Medical Center is a medical center in the UAE offering several services. For a center like this, the hard part is not visibility, it is deciding what to promote and to whom.
Industry
Healthcare: medical center, multiple services
Business challenge
Promoting every service at once dilutes the message. Patients choose a center for one need first, then discover the rest.
Marketing problem
A broad, generic presence competes on price and proximity. Without a clear lead service per audience, ad spend spreads thin and results are hard to read.
Strategic approach
Pick entry services, build one acquisition path for each, and let patients expand into other services after the first visit.
Marketing strategy
- Rank services by demand, margin and repeat-visit potential
- Choose a small set of entry services
- Position the center on trust and clarity, not discounts
- Plan the second visit: what a new patient is offered next
Service-led acquisition map
Execution plan
- Define entry services and target audiences
- Write one message set per service
- Launch Meta campaigns per service with a small testing budget split
- Publish content that answers real patient questions
- Review which services bring repeat visits
Campaign structure
- Entry-service campaigns, one per service
- Education content campaign to build trust
- Retargeting for engaged viewers
- Returning-patient reminders
Patient journey
- NoticeEducational post or ad
- TrustReads answers, sees the team
- BookMessages to book
- VisitFirst appointment
- ReturnReminder and next service
Creative direction
- Calm, clean visuals that fit a medical setting
- Educational short videos and carousels
- Careful, compliant wording for medical services
Solution
A service-led acquisition plan: a few entry services, each with its own audience, message and path, and a clear plan for bringing patients back.
Business impact
This approach is designed to focus spend, make results readable per service and build repeat visits. No performance figures are published here.
Key learnings
- A center grows through a few clear doors, not all of them
- Education builds the trust that ads cannot
- Plan the second visit before the first