Clinica Baviera is a European leader in the laser correction of eye disorders, specializing in the use of refractive surgery to correct visual defects such as myopia, hypermetropia and astigmatism and in the treatment of cataracts and presbyopia.
Clinica Baviera ophthalmic center uses rigorously tested cutting-edge technology to offer its patients a definitive solution to their vision defects.
Clinica Baviera has more than 200 ophthalmologists and 80 centers in 4 European countries. In Italy it is present with 5 clinics in Milan, Turin, Varese and Bologna.

NEEDS

Developing an integrated social media marketing strategy across the entire customer journey to enhance brand awareness and reputation through quality content in line with the target audience.

Consolidating the reputation of Clinica Baviera in Italy as an advanced ophthalmic center for the correction of visual defects

Strengthening the positioning of Clinica Baviera on the Italian market as a leader in refractive surgery

Engaging the fanbase to drive conversations about the brand and its services

Attracting new clients potentially interested in a medical examination or surgery at Clinica Baviera

SOLUTION

A brand new Social Strategy

In order to respond effectively to the client’s needs and maximize the impact of its digital communication, the MazzMedia team has outlined a strategic plan of intervention based on the results gathered in the auditing and listening phase.

Social objectives

Brand
Reputation

Engagement

Lead
Generation

Brand
Awareness

Social
Listering

STRATEGY AND EDITORIAL PLAN

The proposed social media strategy included the re-tuning of the tone of voice, authoritative and at the same time fresh and engaging, and the creation of new visual formats with high emotional impact.

The editorial strategy involved the following steps:

Social auditing and listening
Definition of the strategy and mix of integrated digital channels
Identification of buyer personas
Definition of contents and formats per channel
Design and development of editorial plans
Implementation of shared metrics to monitor progress

Identified channels

The digital strategy consists of several aspects:

Type of content
Sharing frequency
Engagement tactics
Identification of the target audience for each type of content
Publication plan
Promotion plan

We have developed a communication and visual concept in order to achieve the channel’s objectives and make the brand’s contents easily identifiable. The editorial calendar has provided a variety of formats and identified the most effective to achieve the agreed objectives (Engage, Inspirational, Corporate, Promotional posts).

An optimized Instagram feed structure was proposed to link the different types of content (Inspirational, Corporate, Promotional, UGC posts) and achieve the channel’s objectives. We have identified a series of relevant hashtags and constantly monitored user contents to be integrated into editorial plans.

The LinkedIn company page was used to position the brand as an influential leader in the industry and inspire and inform employees, associates and stakeholders.
To achieve these objectives, the channel was re-tuned in line with the brand image and graphic identity of the other social channels.
For the editorial plan, we created contents aimed at conveying the brand identity towards a B2B and professional audience.

SOCIAL ADS

In order to achieve the agreed goals, we proposed to support the editorial plan with a promotional budget and additional ADV campaigns with targeted objectives.

The investment in support of editorial activity is essential, as the organic reach (i.e. the visibility of non-sponsored content) is extremely low. Therefore, careful planning becomes important to show the content to the most suitable audience.

Depending on the sponsored content, campaign objectives can be:

Interaction
Traffic
Lead Acquisition
Fan Acquisition
Reach

Monitoring & Reporting

We have produced monthly reports with customized formats and focus on the KPIs defined with the client.

RESULTS

Since the start of our collaboration, we have achieved:

+ 73%

Fanbase growth on Instagram

+ 280%

Cross-channel impressions

+ 166%

Cross-channel interactions

Clinica Baviera