Fakeeh Care was on a mission to enter the UAE market with the largest private hospital in Dubai. And we had our own mission to build their launch campaign and go-to-market strategy.
Saudi Arabia’s famed Fakeeh Care Group planned to enter, excel and establish itself in the advanced yet overcrowded UAE healthcare sector. Given that current communication was driven by superficial marketing messages, how to create a compelling launch and sustainable brand positioning?
Cliché category communication had made consumers skeptical of healthcare claims. Second or more opinions were the norm. This demanded a pragmatic approach rooted in reality. Fakeeh University Hospital brought in concepts like evidence-based medicine, smart technologies (robotic pharmacy, for example), integrated and multi-disciplinary approach for holistic treatment, enhanced recoveries for post-operative patients, and centralized medical records for easy data access.
Our research revealed a critical lacuna: Lack of information. Patients are often in the dark about their condition, the diagnoses, treatment options available, doctor’s qualifications, the technology being used, recovery periods, and so on.
To get it right, we spent hours sitting with doctors and understanding each aspect. We were keen to stay real and be authentic, and our investments in time and effort paid off: It became apparent that brand’s foundation is its ‘Thought Leadership’ narrative.
Laced with this was the communication platform we identified: Education.
We then built our content strategy around it. FUH was strategically best positioned to educate audiences using its enormous resources, heritage, and experience.
Going against tradition, we developed an ‘education first’ campaign.
We initiated brand building with a series of commercials highlighting the hospital’s USPs. Heartwarming tales that capture the patient’s perspective in all its emotions, while letting the Hospital to tell its story. Complementing each other, completing the circle.
This was accompanied by educational posts. Bite-sized, snackable content that simplified health sciences in lay terms. Supporting this endeavor was real, testimonial-led storytelling by patients to lend credibility for a skeptical audience.
We supported it with Thought Leadership. Both among customers and within the medical fraternity – FUH can lead from the front and be the standard.
Not to mention real testimonial-led storytelling by FUH’s actual patients to make it compelling to even the most skeptical audience.
The communication spanned out in a hub-and-spoke model – working from the center and impacting touchpoints. We supported it at every point with Thought Leadership throughout. FUH led from the front, both among patients and the fraternity – emerging as the acknowledged authority.
The hospital raised expectations – and exceeded them in delivery. Today FUH enjoys a high brand equity, a niche position among premium hospitals – and clear preference in the overcrowded category.
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