Strategy:

Due to the high cost, the strategy chosen was to increase brand awareness through the promotion of useful content. As well as direct sales of the services most in demand by the audience (pregnancy management, making an appointment for the first consultation with any doctor at a discount).

Preparing to launch:

1. Prepare your account for the launch of advertising.2. Creating and setting up an advertising account.3. Analysis of competitors.4. Determination of the client's portrait and segmentation into separate target audiences.5. A strategy for increasing awareness and lead generation was chosen in accordance with the proposal.6. Choosing an advertising format: video and static images (stories and posts).7. Recommendations on creatives were provided (writing scripts for videos, terms of reference for images).8. Recommendations on the landing page were provided.9. Selection of texts for different segments.10. Budget planning for different campaigns.11. Selecting hypotheses for testing.12. Defined KPIs.

Target audience:*

To increase the number of subscribers: men and women aged 25 to 45. Interests: health, healthy lifestyle, self-care. We also selected retargeting and look-a-like audiences based on data from the website and CRM system. 
For sales, the following audience was selected: women, men, 20-35 years old. Marital status: married or in a relationship. Living in Kyiv and the region. Income: average and above average (ability to invest in quality medical services).
Interests: Healthy lifestyle, body care, consulting doctors, finding a doctor.Subscribes to thematic accounts on Instagram, Facebook (about health, other doctors).They read forums and websites about medical health. 

The goal of advertising:

● Increased awareness by increasing the number of subscribers.● Increase in sales through social networks.