Social media management in Dubai Healthcare City that sounds like your business and shows your street
Instagram, LinkedIn and Google posts for the opticians, clinics and cafes between Wafi City and Creek Park, planned on a calendar the business can keep, filmed on its own street and priced after one look at the accounts.
Social media for a Dubai Healthcare City optician whose customers walk past twice a day and never look up
An optician on the ground floor of a building in Dubai Healthcare City has 2 kinds of customer: the patient referred from the eye hospital across the road, and the nurse, student or administrator who walks past the window twice a day on the way to the Metro. The first arrives with a prescription and finds the shop by typing optician near Dubai Healthcare City Metro Station. The second never types anything, and will only come in if something on a phone reminds them the shop is there. The optician's Instagram, a grid of frames on a white background, reminds nobody of anything. The feed we plan for a Dubai Healthcare City business starts from the people who pass it: the lunchtime crowd from the hospitals, the students at the university, the families at Creek Park on a Friday. One call sets a calendar the shop can keep and a price; every post after that is filmed on the shop's own street and ends in a WhatsApp thread.
A calendar a Dubai Healthcare City optician can keep for a year
A burst of 20 posts in the opening month, then silence from February, is the commonest plan in the city, and it tells a passer by the shop has run out of things to say. Ours is the opposite: a calendar the business can sustain for a year with the time it actually has. For an optician in Dubai Healthcare City that might be 3 Instagram posts a week, 1 on the Google profile and 1 on LinkedIn for the hospitals' buyers, scheduled a month ahead. No number of posts is promised; promised volume is how feeds fill with stock photographs. The number that matters is how many weeks in a row the shop has shown up, and the calendar is built to make that number large.
Who actually scrolls in Dubai Healthcare City between appointments
The research lists the people here: patients and families seeking specialist care, healthcare professionals, medical students, healthcare companies. For an optician that is 4 audiences with 4 habits. The patient, referred and in a hurry, who looks at the Google profile and nothing else. The professional on a break, scrolling Instagram in the staff room, who wants a prescription turned round before the shift ends. The student, who wants a price and a frame she can show her friends. And the procurement manager at a hospital, who reads LinkedIn and buys safety eyewear by the hundred. Which of the 4 pays the rent in Dubai Healthcare City gets settled on the call before anything else, and the platforms follow from that.
An optician's feed for all Dubai, against one filmed in DHCC
An optician in Dubai Healthcare City with a feed aimed at all Dubai posts what every optician posts: frames on a white background, a model on a beach the zone does not have, a caption about vision and style. The nurse walking past twice a day sees nothing that places the shop on her route. Content built for the zone says it in every frame: the window at 8 with the Metro crowd going past, a same day prescription filmed start to finish, a fitting for a surgeon who wears a loupe all day, a Friday family at Creek Park trying on children's glasses. Under each post a WhatsApp link naming Dubai Healthcare City and the service, and behind it the district page with prices and hours.
The monthly note that tells a DHCC optician what the posts actually brought
The note arrives on the first of the month and is written for the person who signs the cheque. It opens with money: which posts opened WhatsApp threads, and how many of those threads ended in an eye test, a pair of frames or a corporate order from one of the hospitals. It goes on to the Google profile, where an optician in Dubai Healthcare City gets most of its referred patients, and reports visits, calls and direction requests. Then LinkedIn replies, Instagram saves, message response times. Follower growth is the last line and gets one sentence. Posts that brought nothing are named and dropped. If the threads dry up, the note says so before the owner has to ask, and the calendar changes.
What a Dubai Healthcare City feed looks like without the stock sunglasses
The generic optician feed is obvious: a model on a beach, a skyline from a tower the shop has never been in, a frame on white that could have been photographed in any country, a caption about seeing life clearly. It says nothing to the nurse who walks past daily and nothing to the patient leaving the eye hospital with a prescription. Content from Dubai Healthcare City looks like the zone: the window with the Metro station behind it, the lens lab at 9, the Creek Park walk on a Friday, the lunchtime queue from the university, the optician explaining a progressive lens in 20 seconds. It takes longer to make, nobody is named without consent, and it is the only content the people here recognise as theirs.
Dubai Healthcare City posts built from the station, the park and the university
The research hands an optician more settings than a year can use, none invented. Dubai Healthcare City Metro Station, open since 2011, where the morning crowd passes the window: the setting for the opening hours post and the walk from the platform timed on a phone. Creek Park, next door, where families spend Friday: the setting for children's eye tests and sports frames. Mohammed Bin Rashid University of Medicine and Health Sciences, with its colleges of medicine, dentistry and nursing: the setting for the student discount post. Phase 2 on the Al Jaddaf waterfront, with its heart, lung and oncology centre under construction in 2022: the setting for a post about where the zone is heading. Nothing from a stock library, nobody named without consent.
An optician in Dubai Healthcare City sells to the referred patient, the passing professional, the student and the procurement manager, and each of them looks somewhere different. The first call decides which of the 4 the feed is for, what footage exists, and who answers a message during clinic hours.
Who the shop actually sells to in Dubai Healthcare City, patients, staff, students or companies, and which of them it wants more of. The accounts and the Google profile as they stand, the photographs already on the phone, and the WhatsApp number an enquiry should reach. How much time the business can give to filming each week, since a calendar it cannot keep is worse than none.
- An optician, pharmacy or clinic on a ground floor in Dubai Healthcare City that the 2 Metro stations deliver a crowd past every morning.
- A cafe or restaurant living on the lunch trade from the hospitals and the university.
- A spa, yoga studio or wellness business in Phase 2 on the Al Jaddaf waterfront with a story worth telling as the district fills.
Frequently asked questions
Which platforms should a Dubai Healthcare City business be on?
2 or 3, chosen for the customer, never for fashion. The Google Business Profile is always one, because a referred patient in Dubai Healthcare City looks at the map and nothing else. Instagram is usually the second, where the hospital staff and the students scroll on breaks. LinkedIn is the third for any business selling to the hospitals, the university or the companies in the zone; a corporate eyewear order or a catering contract begins there. TikTok and Facebook wait until there is a reason. 5 platforms done badly lose to 2 done properly, every time.
Do you reply to comments and messages for Dubai Healthcare City businesses?
Yes, and quickly, because in Dubai Healthcare City the customer is often messaging from a 15 minute break. Replies go out within the working day in the business's own voice, from an answer sheet agreed on the first call: prices, hours, same day turnarounds, and the line to use when a question is medical and belongs with the optometrist. A sale in the making goes to the owner on WhatsApp as it happens; a hostile comment is flagged, not answered in haste. The professional who messages 3 shops on a break buys from whichever replied before the break ended.
Will we need to film or photograph anything ourselves in Dubai Healthcare City?
Some, and it is the easy part. Once a month the business gets a short list, usually 6 to 8 shots of 20 seconds on a phone: the shutters going up, the lens lab, a fitting with a willing customer, the walk from Dubai Healthcare City Metro Station with the time on screen. Cutting, captions, subtitles and scheduling happen at our end. Once or twice a year a photographer spends a morning in the shop so the frames are shot in one light. The shop's own footage is the one thing we cannot produce; stock imagery is the one thing we refuse to use.
What counts as a good result on social for a Dubai Healthcare City business?
Something that went through the till and can be traced to a post. Every Dubai Healthcare City post ends in a WhatsApp link whose first line names the service and the zone, so a thread from Instagram is told apart from one from Google, and the monthly note follows each thread to its outcome: eye test, frames, corporate order, nothing. 10 threads from one lens lab clip is a strong month for an optician; a single catering enquiry from LinkedIn can carry a cafe's quarter. Likes and followers appear at the end, in proportion.
We have just opened in Dubai Healthcare City. Where do we start on social media?
With the Google Business Profile, before a single post. A new optician in Dubai Healthcare City gets its first customers from the map, so the profile gets its category, hours, photographs and first reviews in week 1. Then the first call fixes who the feed is for and sets a calendar the shop can keep, since a new business has the most to film and the least time. The first month's posts are the opening itself: shutters up, first fitting, the walk from the Metro, the lens lab arriving. Nothing stock, and a WhatsApp link under every post from day 1.
What happens when a Dubai Healthcare City post deserves ad spend?
It moves from the feed to the campaigns, and the 2 are kept apart. The signal is unusual behaviour: a lens lab clip saved by half of everyone who saw it, a safety eyewear post that drew a message from a hospital. Money behind a clip like that buys more of what already worked. The clip becomes an ad aimed at Dubai Healthcare City and the districts the shop serves; the ad spend stays separate from our fee and goes from your card to Meta; the result is counted on the ads page. Paid ads in Dubai Healthcare City describes that side.
An optician in Dubai Healthcare City posting frames on white is invisible to the nurse who passes twice a day. A calendar the shop can keep, filmed on its own street, aimed at the people who scroll here and ending in a WhatsApp link, gets counted in eye tests each month, priced on one call. Method: our Dubai social media page. Rest: the Dubai Healthcare City district page, Dubai Healthcare City web design, our SEO page for Dubai Healthcare City. Nearby: our Al Karama social media page, social media in Bur Dubai, Oud Metha social media. Book a consultation.
Send us the handle and a photograph of the shop from the pavement, and we will book the Dubai Healthcare City call and name the first post before it.
