MyCyber Clinics
Service: Digital Marketing Industry: Telemedicine / HealthTech
Duration: (3 Months) Oct – Dec ’25
The Challenge
MyCyber Clinics launched with a noble mission: to simplify healthcare access in Nigeria by connecting patients directly to medical providers via a digital platform. However, like many HealthTech startups, they faced a critical hurdle. While previous marketing efforts had generated general awareness, they had not translated into paid users. The platform had onlookers, but not paid users/members.
The core problem: The gap between “knowing” about the app and committing via payment to become a paid user was too wide.
Objectives
- Shift focus from vanity metrics to user acquisition.
- Drive paid subscriptions and actual consultations.
- Maintain brand visibility while aggressively targeting bottom-of-funnel conversions.
Our Solution: A 3-Pronged Strategic Overhaul
To turn the tide, we moved away from generic “spray and pray” advertising and implemented a data-backed, high-intent strategy.
1. Communication Audit (Review)
We began by dismantling the existing messaging. We identified that previous communications were feature-heavy rather than benefit-led. We realigned the brand voice to speak directly to specific user pain points—such as the anxiety of waiting in hospital queues or the need for private, discreet access to specialists like Gynecologists and Dermatologists.
2. Audience Mapping (Research)
We conducted extensive research to identify not just who needed care, but where they looked for it. We mapped out distinct user personas (e.g., The New Mom needing pediatric advice, The Busy Professional needing a quick check-up) and determined the specific digital channels where they spent their time.
3. Precision Execution
Our execution strategy was built on segmentation and high-intent capturing:
Vertical-Specific Landing Pages: Instead of sending traffic to a generic homepage, we designed dedicated landing pages for specific verticals (General Consultation, Gynecology, Dermatology). This ensured that a user searching for “skin care doctor” landed on a page specifically about dermatology, drastically increasing relevance and conversion rates.
The “Pincer” Channel Strategy:
- Meta (Facebook/Instagram): Used for Demand Generation. We targeted specific interest groups (e.g., health enthusiasts, new mothers) with creative assets designed to interrupt the scroll and introduce the solution.
- Google Ads: Used for Demand Capture. We targeted the bottom-of-funnel audience. This included:
Search Intent: Capturing people actively looking for “doctors near me” or “online gynecologist.”
Competitor Domination: Bidding on competitor keywords to offer MyCyber Clinics as a superior alternative.
Brand Defense: Ensuring anyone who saw the ads on Social Media and searched for the brand found us immediately.
The Results
By shifting the focus to high-intent search and specific landing pages, we successfully bridged the gap between awareness and revenue. In just 90 days, the campaign delivered:
250,000+
People Reached
4,000+
Website Visitors
220+
New Users
30+
Paid Users