During 2023, Polyclinic Dijamant recognized the need for significant improvements to follow its ambitious plan to expand its hair transplantation services in Sarajevo. As a new player in the hair transplantation market, their digital presence and brand did not sufficiently reflect the quality of the services they offer. The goal was clear – to become a regional leader in this specific field, attract a larger number of patients and raise awareness of the benefits of hair transplantation.

To achieve these goals, Dijamant Clinic hired us to develop and implement a comprehensive marketing strategy, focusing on key points such as rebranding, website redesign, ad optimization, and lead generation. We embarked on this transformation step by step.

Step One: Rebranding and Positioning

One of the key weaknesses at the beginning was the unrecognizability of the brand. Polyclinic Dijamant had solid foundations, but was not recognized on the market. Our first task was to strengthen the visual identity and position Polyclinic Dijamant as a high-quality, but more affordable option for hair transplantation. We kept the logo they already had, but refreshed the key visuals and chose new brand colors to create a modern, dynamic look that reflects the quality and professionalism of their services.

The slogan “Change from the roots” was designed as the central message of the brand – a simple but powerful expression that symbolizes not only the physical change through hair transplantation, but also the inner transformation that patients experience by regaining self-confidence. This message stands out in all marketing materials, from the website to social media campaigns.

Step Two: Website Redesign and SEO Optimization

When we took over the management of the digital strategy of Polyclinic Dijamant, we found a simple one-page website with minimal content and inadequate information for potential patients. This did not meet the needs of the market or the expectations of users.

Through a thorough redesign of the website, we created a modern and functional platform that offers all the key information about the clinic and its services. We added new sections such as About Us, where we introduced the Polyclinic’s expert team, and Hair Loss, where we described in detail the causes and available transplantation methods. The Results section offers before and after treatment photos, showing the real results of patients. One of the most important new functionalities was an advanced contact form that allows users to precisely enter information about the stage of hair loss, which facilitates faster processing of inquiries and a personalized approach to each patient.

SEO optimisation was also a key part of this transformation. We conducted research on key search terms, integrated all the necessary tracking tools (Google Analytics, Meta pixel, etc.), and through targeted content increased the page’s visibility in searches. Due to the large number of patients from abroad, we have translated the entire page into English.

Third step: Optimization and planning of marketing campaigns

After successfully laying the foundations for the new brand and redesigning the website, a phase of intensive and continuous marketing followed. We created an annual campaign plan for 2024, where we divided each month into different thematic units to take advantage of seasonal opportunities and relevant events.

For example, during the summer season we focused on promoting hair restoration treatments, while for this year’s sporting events such as the European Championship and the Olympic Games we created thematic campaigns that had a wider audience. Each campaign was precisely optimized, with testing of different visual solutions and creative approaches.

We used advanced targeting capabilities to reach specific regional audiences while constantly testing ads to achieve the best return on investment.

Step Four: Building a lead base and email marketing

At the beginning of our engagement, Polyclinic Dijamant had a very small contact database. We reorganized the existing Excel spreadsheets with a limited number of email addresses and phone numbers and transferred them to omnichannel marketing software that allows sending personalized messages through various channels – email, SMS, push notifications and WhatsApp messages.

In order to expand this database, we launched lead campaigns and organized prize games, which significantly increased the number of potential clients. We also launched a monthly newsletter, which regularly informs users about the latest offers, treatments and patient experiences.

Results: Measurable change

Already in the first few months of cooperation, the results were more than encouraging. The number of leads increased drastically, thousands of new contacts were collected. The performance of the website has been significantly improved, with an increase in the average time users stay on the page by more than 40 seconds. Optimized campaigns brought a greater number of inquiries for services, and continuous presence through various channels enabled Dijamant Clinic to achieve a significant step forward in user recognition and trust.

This success is just the beginning – Polyclinic Dijamant continues to strengthen its position in the market, and we are proud to be part of this process and look forward to the future results that will follow.

If you have a problem with hair loss, we heartily recommend Polyclinic Dijamant and their professional team, and if you have a problem with the reach of your campaigns, sales or want to improve your marketing, there is our marketing agency – MITA Group. Contact us and together we will develop solutions that will support the growth and success of your business, just as we did for Polyclinic Dijamant.