Biruni University Faculty of Medicine Hospital
Multi-channel performance-oriented healthcare marketing system that provides domestic and global patient flow.
Biruni University Faculty of Medicine Hospital, as one of Türkiye's leading healthcare institutions, was focusing on international patient acceptance.
Our goal was to redesign the digital patient experience with a multilingual and multi-market growth strategy and create a strong patient flow in the international arena.
Creative & Content Production
Performance-oriented, branch-based visual and video content production
Standard, uniform creatives convey the same message for all countries; It resulted in low CTR and unqualified lead flow. While patient expectations differed from country to country, the contents did not reflect this difference.
We developed creative sets based on branch, language and cultural code. We created separate visuals, video editing and advertising texts for each country. Winning content is scaled through continuous A/B testing.
Ad click-through rates increased by over 30%. Thanks to more accurate targeting, lead quality increased and the sales team's offer-conversion ratio improved.
Performance Advertising Management
Meta + Google · Multi-market, multi-lingual advertising architecture
Campaigns did not differ from country to country and were managed with the same budget approach. It was not clear how much and how it was spent in which market; This made inefficiency invisible.
We established separate campaign architecture for each country, branch and funnel stage. Budget allocation optimized with weekly performance data; Emphasis was placed on markets that provide high returns.
Unit lead cost dropped between 20% and 40%. While monthly lead volume increased to over 10,000, quality was maintained; call center conversion rates have improved significantly.
Landing Page & Funnel Optimization
Fast form, high conversion
Existing pages contained too much text and unnecessary steps, tiring the visitor and causing him to abandon the form. The mobile experience was particularly lacking in the Middle East and Asian markets.
We designed single-purpose, fast-loading landing pages for each market. We created localized content in 8 languages, two different funnel setups with WhatsApp and form options, and a form flow that can be completed in under 30 seconds.
Conversion rates per page increased by 25% to 60%. The quality of leads coming through WhatsApp exceeded form leads; In some countries, WhatsApp funnel has become the main conversion channel.
International Marketing Strategy
Country-based growth strategy
The global campaign was managed with one language, one message and one budget model. An approach that worked in the Iraqi market was not producing results in Europe.
We prepared market analysis, competitor evaluation and patient profile for each country. Language, channel, message and budget were designed separately. WhatsApp-dominant markets and form-dominant markets were optimized independently of each other.
Active patient flow was established in 10 different countries. While Iraq and the Balkans produced the highest volume, the European market became the market with the highest patient value.
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