CASE STUDY: PR Campaign for Polyclinic.ae in the UAE
Client: Polyclinic.ae
Agency: AllYouNeed for Digital Marketing
Location: United Arab Emirates
Format: Ongoing PR & community-driven campaign
The Challenge
Polyclinic.ae is a large multidisciplinary medical clinic serving both UAE residents and visitors, with a strong focus on the Russian-speaking community.
The key objectives were to:
- increase brand awareness among Russian-speaking audiences in the UAE
- build trust and medical credibility
- ensure consistent and visible brand presence
- attract new patients through non-aggressive PR channels
Healthcare marketing requires accuracy, ethics, and long-term reputation building.
Strategy & PR Approach
The campaign was designed as a multi-channel, long-term PR system, combining digital presence, community engagement, and offline activities.
PR Campaign Execution
Digital & Community PR
- Monthly publications in Russian-speaking communities
- Distribution across Dubai WhatsApp groups and Telegram channels
- Presence in niche community chats and forums
Influencer Marketing
- Collaboration with 30-40 Russian-speaking bloggers in the UAE
- Clinic reviews, expert recommendations, and personal experiences
- Focus on trust-based, educational content
B2B Collaborations
- Partnerships with Russian-speaking businesses and services
- Joint PR initiatives and cross-community promotion
- Brand visibility through trusted third-party platforms
Event Marketing
- Organization of 10 community events
- Collaborations with clubs and Russian-speaking communities in Dubai
- Educational and health-focused event formats
Corporate Activities
- Health Days in large Russian-speaking companies
- Preventive check-ups and expert consultations
- Direct access to a highly relevant audience
Social Media Support
- Campaign announcements on Facebook and Instagram
- Consistent informational and promotional content
Media Coverage and PR Support
- Organization and full support of a branded editorial feature about Polyclinic.ae in Aviamost magazine — the first Russian-language industry publication in the UAE, with print and digital distribution across airlines, airports, business lounges, and Dubai’s business community.
Audience Profile
- Russian-speaking residents and visitors in the UAE
- Families, entrepreneurs, and professionals
- Clients seeking reliable, preventive, and multidisciplinary healthcare
Results
- Noticeable growth in brand awareness within the Russian-speaking community
- Strengthened trust and medical credibility
- Estimated total campaign reach (OTS): ~900 000 – 1 100 000 views
- 150+ PR publications and community placements
- Increase in patient inquiries and appointment requests
- Stable and consistent brand presence across key community platforms
- High-credibility media exposure and strengthened trust through authoritative industry coverage.
Key Takeaway
In healthcare PR, visibility alone is not enough.
Trust is built through consistency, education, and presence in the right communities.
Medical PR is not about promotion.
It is about reputation.
