02 — business overview
A clinic families already trusted in person — invisible online.
HRT Medical & Maternity Clinic offers OB-GYN, pediatric, ultrasound, and general medical services. Patients trusted the clinic in person, but its Facebook page wasn't doing the same job — inconsistent posting made it hard for patients to find schedules, services, or a fast way to ask a question.
03 — challenge & objectives
Patients were searching for answers the page wasn't giving them.
challenges
Ultrasound and consultation schedules changed often, and patients had no reliable, current way to check them on Facebook. Health questions were going unanswered, and the page's tone needed to stay reassuring without ever being alarmist.
objectives
Build a consistent daily presence, keep schedule information current and easy to find, answer real patient questions through educational posts, and respond to every inquiry quickly enough to convert interest into a booked appointment.​
04 — brand audit
What existed before, and what was put in place.
before
-
Inconsistent posting — schedules often outdated
-
No recurring format for ultrasound or service updates
-
Health questions answered slowly, if at all
-
No tracked response time for patient messages
after
-
Near-daily posting — 32 posts in the first three weeks
-
A recurring "Ultrasound Schedule" and "Newborn Post" series patients could rely on
-
Weekly educational health posts in plain, reassuring language
-
Messenger response time under 2 hours, every day
05 — content strategy at a glance
A strategy that fits in a single page.
business goal
Increase patient inquiries and appointment bookings through a consistent, trustworthy Facebook presence.
audience
Expecting and new parents, families needing OB-GYN, pediatric, and general medical services.​
positioning
A clinic patients can reach and trust, online and in person.​
voice
Clear, reassuring, medically accurate, never alarmist.​
pillars
Educate · Services & Schedules · Milestones · Community​
cadence
Near-daily posting, single-platform focus (Facebook)
kpis
Messenger inquiries, reach, engagement, response time​
06 — content pillars
Four pillars. Every post has a purpose.
30%
Educate
Warning signs, pregnancy symptoms, and "why you should see an OB-GYNE" — answering real patient questions.
30%
Services & Schedules
Ultrasound schedules, pediatric consultations, and package details, kept current every week.
25%
Milestones
Newborn posts and seasonal moments like Father's Day and Amun Jadid.
15%
Community
Open-hours updates and direct patient engagement through comments and Messenger.​
07 — patient journey
How Content Turns Scrollers into Patients.
01
Aware
Sees a schedule or health post, stops scrolling.
signal
Reach, views
02
Interested
Follows the page for upcoming schedules.
signal
Follows, page visits
03
Considering
Reads the educational post, checks a package.
signal
Engagement quality
04
Inquiring
Sends a Messenger question about a schedule or services.
signal
Messenger inquiries
05
Patient
Books the appointment.
signal
Booking, repeat visits
08 — monthly report summary
What actually happened, in plain language.
In my first three weeks handling the account, the clinic's Facebook page reached 116K views and generated 169 direct Messenger inquiries — entirely organic, at zero media spend — while maintaining a sub-2-hour response time across all patient messages.
09 — results & lessons learned
What worked, and what I'd do differently.
what worked
-
Recurring formats (Ultrasound Schedule, Newborn Post) gave patients something to expect and check for weekly
-
Fast Messenger response time turned interest into inquiries reliably, at zero ad spend
-
Educational posts written in plain, reassuring language outperformed purely promotional posts
what I'd change
-
Standardize posting times earlier — cadence varied (morning/evening/midnight) more than needed
-
Introduce a simple monthly recap post for patients, summarizing schedule changes in one place
10 — future opportunities
Where this could go next.
A saved "Schedule Hub" post pinned and updated weekly, a light paid boost tested against organic performance to see if ₱0 cost-per-inquiry can scale, and expanding educational content into short video for patients who don't read long captions.
12 — mock promotional material
Mock Promotional Video.
Inspired by emotional storytelling campaigns, the film focuses on a mother's experience instead of directly promoting medical services, allowing viewers to connect with the brand through empathy and authentic storytelling.
