HCC is a new and small clinic located in the Mount Pleasant & Broadway area. This area is extremely competitive as there are many different physiotherapy clinics around, especially around the Skytrain station. Therefore, the goal of the marketing team was to assist the clinic in building their social media & local presence and attracting new clients via online channels.
All visuals were created for Instagram using a combination of Canva and Photoshop, as it served as the clinic's primary social media platform. Bi-weekly, I planned post ideas, descriptions, and hashtags, recording them in an Excel sheet. Topics spanned women's health, clinic services, testimonials, and behind-the-scenes content. Collaborating with assistants, I also produced videos featuring rehab exercises and captured photos of treatments.
These Instagram posts gained attention and engagement mainly from female viewers aged 25 to 55, the clinic's key demographic. I tracked the performance of each post, recording the data in the Excel sheet to analyze and refine our content strategy. Monthly online ad campaigns, each addressing specific niches and prevalent pains, were also launched to expand our reach within the Vancouver community. However, I observed that giveaways and promotions were the most effective methods for driving engagement.
As a result of these efforts, the clinic's social media presence experienced a significant boost, attracting new clients. The Instagram account alone gained over 100 followers when I was managing the account, mirroring growth on the TikTok platform as well.
The physiotherapy benefits of student insurance were largely overlooked by the majority of university students in BC. Our goal was to raise awareness among students about these benefits and encourage them to take advantage of our clinic's services. Recognizing TikTok as an effective platform for spreading information, we want to share physiotherapy knowledge and engage with students, aiming to attract them to our clinic and ensure they benefit from their insurance coverage.
Collaborating with clinic's physiotherapy assistants who were also students, we produced a series of videos covering rehab exercises, patient recovery stories, and glimpses into daily life at the clinic. These videos not only generated interest but also conveyed HCC's personality and professionalism. Taking charge of the entire process, I handled the planning, filming, and editing, ensuring a cohesive and engaging online presence of the clinic's activities.
The videos received more than 3k views in total and were well-received by our target audience demonstrated in the backend data.
The owner regularly participates in health fairs to promote the clinic, so she needs pamphlets and business cards for distribution. These print designs were created with Canva and exported through Photoshop in CMYK format.
Throughout the process of designing these materials, I recognized the significance of simplicity, observing that the most straightforward compositions tended to be more effective. Additionally, I gained insights into the importance of material selection, understanding that the texture of the material can impact how colors appear. This realization prompted a more thoughtful consideration of material choices to ensure that the promotional materials not only look visually appealing but also convey a professional and inviting impression to potential clients at health fairs.
The owner liked it and agreed to print out all of the designs.
The navigation system for the clinic's old website was confusing, the visual design did not match the colour of the logo, and it was not very user friendly and appealing overall. The website's ranking was relatively low as well, so it was not easily discoverable on Google either.
The marketing team consists of a copywriter, technician, and visual designer (me), and we collaborate together to rebuild the website. The technician, who is more experienced with WordPress, taught me how to adjust the visual contents and update the SEO-related information (keywords, meta description, etc.) on Wordpress. My aim is to optimize the website using the user experience and search engine knowledge from BCIT and Brainstation. Here is a list of what I completed to get the website up and running.
Our copywriter works on blogs and content for services and terms, and our technician fixes any bugs and problems with the website. The website's traffic flow increased after we took over, indicating that the website is now ranked higher than before. Based on the backend data on Google Analytics, the peak online traffic was 50% more than before as the result of the optimization.
The owner had the idea to create an affiliate marketing program to sell physiotherapy supplies to massage therapists, chiropractors, and physicians in the industry. If their client has an ailment that requires extra support, the physician would refer them to HCC, and the physician would receive a commission.
We used Asana to organize the tasks over the course of a month. My role in this project was to conduct market research and generate a list of prospects, as well as to conduct a financial analysis of the therapist's gain from the referral and to design the presentation, parts of the landing page, and brochure. This is one of the bigger projects that the marketing team successfully complete, but due to Non-disclosure agreement, I am only allow to give a brief summary of what I did.
Despite the project being unable to be executed due to physiotherapy rules, we successfully established a program that can generated revenue.
The marketing team faced the challenge of creating a business proposal to pitch HCC to Evolve Strength for a space within their new location at the Amazing Brentwood. This project's scope presented a unique and unprecedented challenge, pushing the boundaries of my prior experiences in marketing.
This project demanded a thorough financial analysis HCC. We meticulously gathered data on all revenue streams, calculating the potential earnings over 1-year, 2-year, and 5-year periods, encompassing services, products, and programs on an annual basis. The challenge was intensified by the clinic owner's desire to incorporate numerous ideas, making it particularly challenging to narrow down the most profitable options.
As a marketing team, we collaborated intensively to finalize all the numbers and plans, and I must admit, my brain felt thoroughly taxed by the end of this exhaustive analysis. I used these information and created an extensive PowerPoint to be presented to the owners of Evolve Strength.
The result was a huge success as our presentation convinced Evolve Strength to rent out two rooms for HCC.
During my initial experience working with the owner who was uncertain about her preferences and frequently changed her ideas, I found it challenging to assert myself. As it was my first full-time job, I lacked confidence in defending my design choices when faced with her evolving concepts. This dynamic posed difficulties for our team, leading to inefficiencies and miscommunications, particularly among ourselves.
The lack of clarity on what was acceptable within the physiotherapy industry contributed to the abandonment of projects and campaigns that required extensive time and effort. It was expected that the owner, being part of the industry, would provide essential the knowledge from the beginning. Despite these challenges, she was flexible with us experimenting with different strategies, providing a valuable learning experience from completing different projects.
On a personal note, my time at HCC was draining, leading me to reassess my career path. I realized that the quick and simplistic design approach for marketing did not align with my preferred design style, which requires more time and depth. As a result, I decided to invest more time in honing my skills in graphic and UX/UI design, aiming to add value to my skillsets and build up better reputation.
