Positioning A New Hair Health Clinic in Colombia's Competitive Market: Capimedix
The Challenge
Capimedix needed to launch and establish its specialized hair implantation and health treatment services in Neiva, Colombia, during the first semester 2024. The challenge was to communicate their core promise, “Your hair health in the best hands”, while:
- Creating awareness about their innovative hair restoration and health treatments
- Positioning Capimedix as the premier destination for hair implantation in the Neiva region
- Developing consistent, compelling messaging across multiple platforms and formats
- Converting regional interest into patient consultations and treatments
- Emphasizing their medical expertise and cutting-edge technology
The Solution
As the Copywriter for Room4 Media’s campaign for Capimedix, I developed a strategic messaging framework and developed content for three stages:
- Stage 1: Awareness Campaign
- Amplified the “Your hair health in the best hands” tagline across all materials
- Highlighted five key advantages: Advanced Technology, Expert Medical Team, Personalized Treatment Plans, Natural-Looking Results, and Comfortable Experience
- Crafted copy for a conversion-focused landing page with SEO optimization; 15 engaging social media posts; 1 social media carousel; a 30-second video advertisement, and 4 external banner ads targeting specific demographics around the clinic.
- Stage 2: Launch Campaign
- Developed 2 packs of newsletter series, nurturing potential patients through the decision-making process
- Created 3 Google Banner Ad campaigns targeting users actively searching for hair restoration solutions
- Scripted 2 impactful 15-second video advertisements highlighting quick before-and-after transformations
- Refined messaging to emphasize Capimedix’s unique position as Neiva’s premier hair implantation specialist
- Stage 3: Culturally-Relevant Marketing during the San Pedro Festivities
- Created a specialized newsletter series connecting hair confidence with traditional festival participation
- Produced 4 festival-themed social media posts aligning Capimedix’s services with local cultural values
- Designed a carousel post showcasing “Festival-Ready Transformations”
- Wrote 4 Google banner ads with festival-specific copy to capture seasonal interest
Results
The three-stage Capimedix campaign established the clinic as:
- 🌟 The leading destination for hair implantation treatments in Neiva and surrounding regions
- 🏥 A provider of premium healthcare experiences with exceptional patient care
- 👨⚕️ A clinic with a widely recognized trained medical team specialized in hair restoration
- 📱 A digitally accessible brand with a strong online presence and engagement
- 🎭 A culturally connected healthcare provider supporting local traditions and celebrations
Key Skills
Healthcare copywriting balancing medical professionalism with emotional appeal
Multi-channel content development across diverse platforms
SEO-optimized digital content creation
Conversion-focused landing page and ad copy
Email marketing and nurture sequence development
Culturally-relevant messaging for local market engagement
Consistent brand voice across three distinct campaign phases
Results-driven messaging prioritizing patient transformation stories
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