How I Increased Patient Bookings by 25% in Just One Month for Al Jalila Children’s Hospital

When I joined Al Jalila Children’s Hospital, the Emergency Department (ED) was underutilized despite being the only dedicated children’s emergency department in Dubai and the UAE. The challenge was clear: people didn’t know it existed. The campaign successfully raised awareness, reaching over 8.5 million people, engaging the community with a 64% engagement rate, and resulting in a 25% increase in patient bookings in just one month. Here’s how I made it happen.

Step 1: Identifying the Core ProblemThe Emergency Department was empty, and parents were unaware of the specialized pediatric emergency care offered by the hospital. My goal was to drive awareness and position the ED as a critical service for children’s emergencies in Dubai.

• Key Insight: The message had to reassure parents that Al Jalila Children’s Hospital offered prompt and specialized care for children in emergencies, unlike other hospitals where long waits were the norm.

Step 2: Crafting the Campaign Storyline and MessagingI developed the campaign around the message ‘Get Treated, Not Seated,’ emphasizing the hospital’s ability to provide immediate care for children. The campaign aimed to address the frustration parents often feel when waiting for hours in emergency departments, and offered Al Jalila’s ED as the solution.

• Action Steps:

  1. Created a the campaign’s video, radio ads, Newspapers and magazine features using the core message to target parents directly.

  2. Produced social media videos highlighting real-life emergency scenarios and showing how quickly children were treated at Al Jalila Children’s Hospital.

  3. Developed content tailored to parents’ concerns about wait times, positioning Al Jalila’s ED as the fast, effective alternative.

Step 3: Casting and Training the TeamI personally handled casting, selecting real families and staff to make the campaign relatable. I also trained the hospital staff to confidently present themselves on camera, ensuring they communicated the hospital’s values of care and efficiency.

• Action Steps:

  1. Cast real families to create an emotional connection with parents who would see the ads.

  2. Trained hospital staff to present the message clearly on camera, reinforcing the ‘Get Treated, Not Seated’ message.

  3. Filmed real scenarios showing the speed and professionalism of the ED team in action.

     
     

Step 4: Developing a Multi-Platform Media PlanI developed a comprehensive media plan that included Social media, radio, Newspapers, and magazines. The goal was to reach parents across multiple channels and make the message of fast treatment widely known.

• Action Steps:

  1. Launched a multi-channel campaign across radio, magazines, newspapers, and digital platforms, ensuring broad visibility.

  2. On social media, I achieved over 3.5 million video views and a reach of 8.5 million, with a 64% engagement rate.

  3. Targeted ads on Facebook, Instagram, and Twitter specifically reached parents in Dubai, with Twitter achieving the highest video completion rate of 49%, despite its smaller reach.

Step 5: Editing and Launching the CampaignI managed all editing to tailor the content for each platform. From short-form videos for social media to longer features for YT, I ensured the message ‘Get Treated, Not Seated’ was consistent and impactful across all channels.

• Action Steps:

  1. Edited the content to optimize it for each platform—short clips for social media and full-length ads for YTand magazines.

  2. Launched the campaign across all channels, monitoring real-time engagement and adjusting the strategy where needed.

  3. Optimized video performance, ensuring that the message resonated with parents and encouraged action.

Step 6: Measuring Success and ImpactThe campaign was a resounding success. It reached over 8.5 million people, achieved more than 3.5 million video views, and had a 64% engagement rate. Most importantly, it led to a 25% increase in patient bookings for the Emergency Department within one month.

• Key Metrics:

  • Reach: 8,571,580

  • Video Views: 3,548,944

  • Engagement Rate: 64%

  • Page Views: 7,379

  • Patient Bookings: +25%

Conclusion:This campaign demonstrated the power of targeted messaging and multi-platform execution in driving real-world results. If you’re looking to create impactful campaigns that resonate with your audience and deliver measurable outcomes, let’s connect!

The Campaign's Video

The Social Cuts: