Instituto Moove - Communication Strategy
Briefing
The Communication project was proposed following a diagnosis conducted with the managers and an analysis of the clinic's context. It was identified that there was a need to refine the brand's positioning, both in the digital realm, with social media and a website adhering to SEO best practices, and in the proposed discourse for partner negotiations, participation in events, as well as the format of products and services. The main objective was to increase the number of consultations and sales of service packages offered to patients seeking traditional physiotherapy services and amateur athletes in various modalities such as cycling and street running.
Solution
The solution was to analyze the current positioning and, with this snapshot, understand via feedback and research the main pain points of the target audience. A study was conducted to understand how the public could find Instituto Moove on the main search engines. It was understood that direct communication of the medical service with terms related to physiotherapy was not the most appropriate, as it was too closely linked to academic search intentions. By exploring further, we concluded that communicating about the understanding of the frequent literal pains of the public could increase conversion, given that this was a characteristic of the target audience, who sought medical help after feeling localized pain and then tried to understand what could be happening.
Thus, content, service subdivisions, website texts, and local influencers were proposed with the intention of generating communication vectors that directly aligned with the needs of potential visitors and subscribers to the services. In three months of work, the results were optimized and successfully achieved.
Service
Brand Positioning and Social Media.
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