Executive Summary

I created the concept of the Dental Mystery Box as a unique internal marketing initiative to promote the dental department within Dr. Sulaiman Al Habib Hospital. The campaign was strategically designed to boost patient engagement, increase the volume of dental procedures, and raise internal awareness of the department’s services and specialties.

Campaign Overview

• Duration: 28 Nov 2024 – 28 Feb 2025
• Enhance Patient Engagement: Transform routine dental visits into interactive experiences.
• Boost Appointments: Drive patient inflow with innovative offers.
• Internal Promotion: Increase staff awareness and participation.

Market Research

• Improve patient retention and attract cash clients.
• Drive engagement through rewards.
• Leverage staff as campaign ambassadors.

SWOT Analysis

• Strengths: Strong brand, trusted professionals.
• Weaknesses: Low dental service awareness.
• Opportunities: Patients from other departments, Cash offers, social media virality.
• Threats: Discount competition from clinics.

Digital Content Strategy

• Social Media: Create engaging visuals and short video clips to highlight the mystery box experience. Share patient success stories and testimonials, focusing on patient satisfaction and fun experiences.
• WhatsApp Engagement: Use WhatsApp to send out personalized updates on the mystery box campaign, ensuring that patients feel involved in the process.
• Website & Blog: Add a dedicated campaign page to the website, featuring behind-the-scenes footage, patient interviews, and key campaign insights. A blog post series can also discuss the benefits of the campaign.
• Internal Communication: Develop infographics, flyers, and email templates for staff members, ensuring they are well-informed and motivated to spread the word internally.
• Interactive Contests: Run a series of online polls and quizzes related to dental care, using social media platforms to encourage participation and raise awareness.

Target Audience

• Primary: Cash-paying dental patients.
• Secondary: Internal hospital staff.

Marketing Mix (4Ps)

• Product: Dental services with rewards.
• Price: Discounted packages and bundles.
• Place: In-hospital service and visibility.
• Promotion: Social media, WhatsApp, internal media.

Campaign Execution

• Design and distribute promotional materials.
• Train reception staff on campaign procedures.
• Engage followers via social media content.
• Analyze KPIs and produce final video.

Results

• Total Revenue: Over AED 1 million in December.
• Campaign Revenue: AED 274,915 from special offers.
• Patient Participation: 121 patients with scheduled follow-ups.

Budget & Timeline

• Budget: AED 6,000 for all promotional needs.
• Timeline: 3 months campaign duration.

Conclusion

This campaign proves the power of creative marketing in healthcare. Future campaigns can replicate this model for sustainable growth.