Project: Turning Medical Science Into Human Connection
Client: ANR Clinic (Global Opioid Dependency Treatment)
Industry: Healthcare / Medical
Services: Social Media Strategy, Content Production, Paid Advertising
World-Class Science, Disconnected Brand.
Despite treating over 24,000 patients, the clinic’s social presence failed to reflect its medical authority. Instead of a world-class institution, visitors encountered a disorganized feed that created immediate skepticism rather than trust.
The Core Problems:
Visual Dissonance: The grid was cluttered with irrelevant stock imagery—ranging from unrelated sports and lifestyle photos to generic landscapes—which diluted the brand message and confused potential patients.
Obscured Value: High-value video content was hidden behind dark, unbranded thumbnails. Without clear packaging or hooks, engagement stagnated at just ~300 views per post.
The Trust Gap: The absence of a professional aesthetic or consistent “face” created a high drop-off rate, preventing interested users from ever reaching the inquiry stage.
Limited Recognition: For a global leader, the digital footprint was too small. The content wasn’t reaching new audiences, meaning this groundbreaking treatment remained unknown to the millions of people actively looking for a solution.
A Complete Visual & Strategic Transformation.
The goal was to stop selling a “procedure” and start building a community. The feed needed to look less like a generic ad and more like a trusted resource.
The “Humanizing Science” Approach:
A Strategic Content Mix: The content shifted to a balanced combination of educational carousels and video storytelling. Carousels broke down complex science into easy steps, while videos focused on connecting emotionally.
Real Faces, Real Trust: Dr. Waismann and actual patients were placed front and center. Showing the real people behind the success stories was key to removing the anonymity and building trust.
Smart Expansion & US Targeting: The brand footprint expanded organically to X, LinkedIn, Pinterest, and Threads. However, the primary focus remained on Instagram, Facebook, and TikTok, where posts were specifically boosted to a US audience to reach the right patients.
The Message That Drives Data.
The results came from synchronizing every part of the strategy: the branding, the content, and the visuals. By utilizing video storytelling and targeting exactly the right people, we turned the social channels into a trusted resource that drives real numbers across Facebook, Instagram, TikTok, and YouTube.
Total Ecosystem Performance (6-Month Snapshot)
Our consistent strategy delivered over 900k total views across the web. We maintained a large, steady audience with 317k views on Facebook, 264k on TikTok, and 111k on Instagram, proving the long-term value of the content.
Performance by Platform:
Meta (The Traffic & Awareness Engine): By synchronizing Facebook and Instagram, we created a loop of high visibility and conversion. Together, they drove over 428k combined views. Crucially, this awareness converted into action: we generated 7.2k direct link clicks to the website and over 5.4k social interactions. We amplified this organic foundation with targeted Instagram boosts, expanding our reach by 28k unique US accounts. This strategy was highly efficient, achieving engagement for just $0.01 and driving profile visits for as low as $0.34.
TikTok (The Discovery Engine): Video storytelling resonated strongly with a new audience, delivering 264k views and 6.9k likes. To maximize our footprint in the US, we deployed targeted campaigns that generated 147k impressions, securing focused 6-second views for as low as $0.01.
YouTube (The Search & Authority Engine): We managed a dual-strategy focusing on both long-form education and Shorts discovery, delivering 208k total views. Shorts drove massive discovery (154k views) with 74% of traffic coming directly from Search, proving that patients are actively looking for answers. This high-intent viewership resulted in 3,000 hours of watch time and +663 new subscribers.
Direct Response (The Patient Acquisition Engine): Distinct from our content boosting, we ran dedicated performance campaigns focused purely on patient acquisition. We rigorously tested multiple variables—including broad US targeting versus specific high-value states (FL, CA, NY, TX) and various creative formats.
Consistent Efficiency: Regardless of the audience or creative variation, the results were remarkably stable. We generated 180 qualified leads with the cost remaining consistently around $30–$31 per lead across all three major campaigns.
Massive ROI Potential: Considering the $20,500 treatment cost, acquiring high-intent patients for ~$30 represents exceptional leverage, delivering high-value prospects at a fraction of the industry standard.
This report serves as a snapshot of the current landscape. The strategy hasn’t just been shifted once; it is constantly being tweaked, tested, and adjusted to keep results climbing. A “set it and forget it” approach simply doesn’t apply here. As the lead campaigns demonstrate, continuous testing of new creatives and audiences ensures costs stay low while lead quality remains high.
While 900k views and stable $30 leads prove the system is effective, the work continues every day to make it sharper. This is about building for the long term. By staying agile and listening to the data, the goal is to continue expanding ANR’s reach, ensuring the clinic isn’t just seen, but recognized as the undisputed leader in the field.
