Changing Perception from Physiotherapy to Integrated Healthcare Across Different Markets
The Problem
DISC has historically and very impressively operated their business without any marketing. They achieved success and growth purely on word of mouth. However, it became clear to us that they evolved their services, but didn’t necessarily communicate it to their communities. Today, DISC is much more than what they are known for and the end-user didn’t really understand that. Our goal was to define their message, localize it to the different markets, and set up the marketing systems for effective growth.
Services
Brand Repositioning Strategy
Campaign Strategy
Project Management
Ongoing Consultation
Location
UAE and Kuwait
Industry
Health and Wellness
Collaborator
Jam Guys
Studio Yoko
Step 1
Defining The Message and Setting Up Systems We began with comprehensive research to understand what is the message we want to push. How can we create a brand message that resonates across different markets? Through deep client insights and therapist interviews, we uncovered aspects of DISC that were unified and emotionally resonant, but not necessarily outwardly communicated. This is where we arrived at The New Shape of Care, a statement that encompasses their vast services, beyond physiotherapy, and their treatment philosophy when it comes to their patients. Moreover, we had to set-up all the necessary systems to ensure optimal marketing performance across the funnel, from discovery, to consideration, to conversion.
Step 2
Localizing the Campaign Across Different Markets Our challenge was two-fold: different markets resonate with different audiences and offered different services. For the campaign launch, we worked closely with Mohammad Al-Nashmi from Shareet Studios to develop our signature launch campaign for the new message, centered around sound design and strong visuals to encompass the integrative aspect and the vast services. This left the end-viewer to gather how vast DISC is, whether they were in Kuwait, Dubai or Abu Dhabi. Moreover, we launched activations like the Corporate Happy Hour to resonate with the local Kuwait audience and capture their immediate target segment in Al-Hamra Tower.
Step 3
Optimize, Calibrate, and Perform Once all of the marketing systems were put in place, we began to optimize our marketing and enhance it as we progressed. From managing our funnels from a landing page and website perspective, to enhancing whatsapp communication, to optimizing their content engine; our goal was to help DISC get to a place where their marketing serves them and the new services under their umbrella. Through brand ambassadorship programs and steadfast marketing systems, DISC is now primed for growth through efficient marketing.
