AEMI, the Spanish Association of Micro Immunotherapy, came to Dosis Digitales with an outdated digital brand, no social media presence and an outdated communication strategy, focused on older healthcare professionals with little technological knowledge. At the same time, the association wanted to attract a new generation of physicians, but did not know how to adjust the tone or what channels to use to capture their attention.

Objectives

1. Modernize AEMI’s digital communication and attract a younger audience of healthcare professionals.
2. Develop a new web structure and social media strategy that reflects a current and professional image.
3. Improve the use of the association’s database, segmenting it appropriately to increase the effectiveness of its communications and build user loyalty.
4. Increase online event sales through fast and effective digital actions.

Execution strategy

Web redesign and simplification of communication

The first step was to redesign the structure of the website, focusing on a fluid and accessible user experience. Communication was simplified, adopting a clear, direct and customer-focused language. This made the information on micro-immunotherapy more understandable and appealing to both traditional audiences and new generations of medical professionals.

Social media strategy and content management

To capture the attention of the young audience, we created an Instagram account, knowing that this social network was the right channel to attract new healthcare professionals. This step was not without its challenges, as it was necessary to work closely with AEMI trainers to adapt the tone of the content to a more relatable format suitable for the social network. The creation of content suitable for Instagram included informational graphics, testimonials from young doctors and promotions for training events. We managed to transform the perception of the association into a more modern and dynamic space.

Database optimization

AEMI had an extensive database (BBDD) that was not being used efficiently. The first step was to carry out an exhaustive segmentation work, identifying the different interests and profiles of the healthcare professionals who were part of the association. By properly segmenting, it was possible to send more personalized and effective communications, adapted to the different types of training, conferences and content that interested each group.

Lead acquisition and online event strategy

The first quick action was the launch of an online event, which generated more than 2000€ in sales in only 48 hours. This was achieved with small, targeted marketing actions and taking advantage of database segmentation to notify the most interested professionals. Social media campaigns and targeted emails were used to capture attention and close registrations in record time.

Results achieved

1. Brand modernization: The redesign of the website and the creation of the communication strategy in social networks helped to transform AEMI’s image, aligning it with the expectations of the new generations of doctors, without losing the connection with its traditional audience.
2. Fast and effective sales: With a well-executed digital strategy, AEMI sold over €2,000 in an online event in less than 48 hours after its launch.
3. Database optimization: The segmentation of the DB allowed for better communication with the different user profiles, personalizing messages and achieving greater loyalty through the offer of training tailored to their interests.
4. Expansion in social networks: AEMI began to position itself on Instagram, attracting a young audience with content tailored to the social network, which opened up new opportunities for interaction and visibility for the association.

Conclusion

The case of AEMI demonstrates how a strategic approach to digital communication can transform the image of an organization, increase the effectiveness of its actions and generate quick results. Dosis Digitales managed to update AEMI’s brand, efficiently segment its database and create a new communication channel through social networks, allowing the association to grow and reach a new generation of medical professionals.