Work / A clinic, launched
A clinic, launched.
A full launch programme for a new medical centre in Westbay — brand photography, press releases, social media strategy, paid media, and editorial partnerships, all tied to a single measurable KPI: appointments on opening week.
· Overview
The brief
Opening a medical centre in Westbay is a specific challenge: high expat density, high health-care literacy, heavy competition from established clinics a ten-minute drive away. A soft "we're open" wouldn't have moved the needle. WestBay Medicare needed a full launch — visible, credible, and bookable — from day one.
Freezil led the whole programme end-to-end. Brand photography with the doctors and the facility. A bilingual press strategy that placed the opening in Qatari and regional media. A social-media plan with content pillars for each department (general practice, dentistry, LASIK, dermatology). A paid-media stack across search, Meta, and local partners. Campaign creative in Arabic and English — the city's actual languages.
The measure of success was never impressions. It was the first month's appointment book. We tracked every channel to booking-source, paused underperformers weekly, and scaled the winners — ending the launch period ahead of the centre's own operational capacity target.
12wk
Launch window
5
Work streams · shoot, PR, social, paid, content
2
Languages · AR + EN
1
Appointment-book KPI
· Approach
How we worked
01 — Photography
Full-day shoot with the centre's doctors, nurses, treatment rooms, and waiting spaces. Real faces, real facility — no stock libraries, no look-we-care photography that reads as stock.
02 — Press & editorial
Bilingual press kit. Placement in Qatari and regional media around opening week. Editorial partnerships with lifestyle publications that our audience actually reads.
03 — Social media plan
A year's content calendar built around the centre's departments. Content pillars for GP, dentistry, LASIK, dermatology. Creative templated for speed, but never feeling templated.
04 — Digital media & paid
Paid search on condition-led keywords. Meta targeting with postcode precision. Google display for clinic-near-me intent. Every ad tagged to a booking-source so we knew what worked.
05 — Weekly optimisation
Every Monday, reports. Every Tuesday, paused underperformers. Every Thursday, new creative in rotation. The centre ended the launch period ahead of its operational capacity target.
· Notes
Photography & creative
Selections from the campaign kit — bilingual social creative, department-specific storytelling, and launch-week photography.
· From the work
A small slice of the launch.
A small slice of the launch — social, photography, and out-of-home.
· Next project
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