How to communicate about a product that has no analogues and does not fit into the usual concepts of medicine?

Neuro Implant Clinic approached us with a challenge: to promote an innovative treatment method that is neither a drug nor a procedure in the classical sense. This technology requires in-depth explanation, the right framework of trust, and a complete reformatting of the customer journey — from initial contact to decision-making.

This case study is about a strategy for a niche medical business where there is no room for superficial assumptions and cookie-cutter tools.
The focus is on building a marketing system that adapts to the language, culture, and level of skepticism in each country.

How long did it take to develop the strategy? 150 hours, 6 working weeks
What is the composition of the marketing strategy development team? Head of Marketing Team, Head of PM Team, Head of Content Team, Project Manager, Operations Marketer, SMM Marketer, Head of PPC Department, PPC Facebook Specialist.
How were the results of the work used? Independent implementation by specialists on the client’s side.
This case study will be useful for those working in complex niches: we explain how to present an innovative product, generate demand where there is none yet, and build trust in a new solution.

Product, audience, and goal

Purpose of the analysis

Our team’s task was to explore two key areas of development for the clinic: the Russian-speaking and English-speaking markets. We had to determine:

  • potential for advancement;
  • how different these markets are in terms of perception, language, “pain”;
  • how to build communication in such a way that it does not cause resistance, but rather creates trust.

Strategic diagnostics of the business in the medical niche was important, requiring the most delicate approach possible.

Product: titanium “eternal needles”

The product is based on the work of German neurologist Ulrich Wert. In 2001, he developed a method for treating Parkinson’s and Alzheimer’s diseases that seemed like science fiction at the time: implanting a titanium microelement (2 mm, the thickness of a hair) into the patient’s ear.

The method is based on a combination of:

  • knowledge of Eastern medicine about active points;
  • principles of the French acupuncture school;
  • principles of modern neuroscience.

The goal is to stimulate dopamine production, improve quality of life, and reduce medication load.

Why is this important? It is an alternative treatment, because for many patients with Parkinson’s and Alzheimer’s, conventional medicine has its limits. And the side effects of traditional medicines only worsen the condition. 

Target audience

Often, it is not the patient themselves who participates in the decision about treatment, but their family. Therefore, we have identified two segments:

  • People who are already experiencing symptoms (60+).
  • People close to the patient (aged 35–65) who are looking for an effective, safe, and gentle solution.

The average service cost is €5,000–6,000, so our strategy focuses on a solvent audience with established demand and a deep interest in alternative/integrative medicine.

Do you have a complex innovative product and don’t know how to talk about it?

Market analysis: medical innovations in a complex information environment

Every strategy begins with this stage. Before promoting anything, we need to understand who we want to influence and where. In the case of Neuro Implant Clinic, this meant going beyond the cliché of “advertising for patients” and delving into the cultural, economic, and ethical specifics of each market the brand operates in.

This section is about how communication changes depending on language, mentality, level of medical literacy, and economic readiness to pay for innovative services.

4.1 Geography: multilingualism as a barrier and an opportunity

Neuro Implant Clinic works with various countries: Spain, Germany, Turkey, Kazakhstan, Ukraine, and, to some extent, the USA and the UAE.

This means:

  • varying levels of trust in private healthcare;
  • different legal status of implants;
  • different decision-making mechanisms (the patient themselves or their relatives);
  • and, importantly, different terminology, which influences the customer’s choice.

This means: a single landing page or advertising message does not work. You need segmentation, a flexible content structure, and scenarios for different audiences.

4.2 Sensitivity to deadlines

We analyzed over 100+ key Google queries related to the treatment of Parkinson’s, Alzheimer’s, implantation, and acupuncture.

It turned out that:

  • The term “implantation” causes anxiety among some members of the audience.
  • The word “needles” has associations with pain or alternative medicine, which reduces trust.
  • Softer formulations work better: “neuromethod,” “point therapy,” “cell regeneration”.

💡 The tone of communication should be scientific and informative, but empathetic, and critically important — without pathos or “miraculous promises.”

4.3 Price elasticity

An average price of €5,000–6,000 is a serious investment decision for a family.

Conclusions from the analysis of market solvency:

For Spain, Germany, and the UAE For Kazakhstan, Ukraine, Turkey
Acceptable level provided that the value is presented correctly. It is necessary to emphasize savings on future expenses (medicines, care, deterioration of health).

4.4 Reputation framework: the market of skepticism

Innovative medicine often faces skepticism: “Are these just more charlatans?”, “Are there any certificates?”, “Why isn’t this available in all hospitals around the world?”

We researched forum posts, reviews, and typical audience objections: trust in the clinic is built on results, real cases, and video reviews. But this is not enough without strong medical expertise, a scientific basis, and openness to questions.

To reduce skepticism, it’s worth working in three directions:

  1. publish materials in reputable sources;
  2. create an FAQ section to dispel common myths;
  3. introduce an “open interview” format with a doctor.

This will help build trust not only in the method itself but also in the people behind it.

Any company entering new markets or operating in a niche with a high trust threshold must conduct an in-depth market analysis:

  • how the audience shapes decisions;
  • who influences her;
  • what communication triggers fear or mistrust;
  • how the information ecosystem around the topic has been formed.

Do you operate in several markets and use a single promotion strategy? This only works in the short term. Let’s discuss how to adapt communication to the mentality and realities of each country.

Project analysis 

In order to develop a strategic plan and outline the tools for achieving business goals, it is important to conduct a thorough diagnosis of the current state of the project and the market in which it is being promoted.

Our approach is to build a systematic marketing strategy where every element—from positioning to technical aspects of the website—works toward a comprehensive result.

In each project, we assess how the business looks through the eyes of a potential customer, what hinders growth, and where trust is lost. This is especially important when it comes to medical services with high prices and low market awareness.

We conducted a complete overhaul of the project’s marketing presence: from the website to social media, from positioning to technical advertising settings.

3.1 Positioning

Neuro Implant Clinic offers a unique medical method, but in the information space, it did not seem unique. The clinic’s positioning was blurred: too many messages, attempts to tell about everything at once. 

Conclusion: A communication strategy should be based on a single thesis that can be adapted but not changed. Only in this way can a brand consistently build a clear perception of its offering. 

3.2 Website

We examined five websites of the clinic in different languages. They differed significantly not only in language but also in structure, design, and logic.

Main problems:

  • Different logos, different styles — visually reminiscent of five different companies.
  • Poor technical optimization, especially in the mobile version.
  • Lack of important information: treatment steps, standard descriptions by doctors and no videos with reviews.
  • Some websites do not work properly or have critical errors (404, no language switching).
  • Unrealized SEO potential.

We have created step-by-step instructions on how to fix these shortcomings, structure information, tell about doctors, make a convenient UX, and ensure SEO optimization. 

We also conducted an audit of all the clinic’s social media accounts, including YouTube and Instagram, and provided additional recommendations for improvement.

3.3 Blog

A blog is a powerful tool for attracting a “warm” audience, but right now it is operating at 30% of its potential.

We noticed:

  • no publication dates;
  • non-functional banners;
  • lack of SEO structure in articles;
  • weak integration of calls to action.

Recommendations included: keyword optimization, implementation of structured CTAs and addition of affiliate materials from related niches (dietetics, neuroscience, biohacking).

💡Insight: It is difficult to analyze a project from within the business. It is important to involve external experts with experience in various niches, as this perspective allows you to see systemic problems and discover new growth points. A comprehensive external audit is a strategic tool for managers who want to make informed decisions.

3.4 Lead generation

Google Ads is potentially the main channel for attracting clients to the clinic, but our Google Ads audit showed that the campaigns were not optimized:

  • conversions are not tracked;
  • keyword match types are outdated;
  • inappropriate betting strategies were used;
  • no segmentation of campaigns by geography;
  • The headlines are not informative, and there are errors in some places.

We have created a detailed map of errors and recommendations: from changing the account structure to new ad formats and correct goal settings.

Not sure who your audience is and how to segment it correctly for a complex medical service? Sign up for a free consultation — and we will discuss your project.

Competitor analysis

Those who don’t have a strategy follow those who do. 

In the medical niche, where health and quality of life are at stake, competition takes on a special form. It is a battle for trust, and it is here that it becomes clear who is really working systematically and who is just accumulating reviews and relying on word of mouth.

We conducted a detailed competitive market audit to assess the ability of key competitors to influence the decisions of potential customers.

We have identified five categories among our competitors:

  • The creators of the methods (such as Ulrich Wert himself).
  • Private practices working with implant acupuncture.
  • Medical brands with strong offline authority. 
  • Specialists in Eastern medicine with a strong local reputation.
  • Technological clinics that use advanced methods of treating Alzheimer’s and Parkinson’s diseases.

But despite all the differences, the market faces the same problems:

  • no need to travel for treatment (especially important for patients with limited mobility);
  • insufficient digital presence;
  • narrow segmentation or its complete absence;
  • focus on the doctor’s personal brand rather than on the clinic’s brand as a treatment system.

5.1 Digital presence 

For the client, we compiled all the data into a table for better comparison and separately wrote down expert conclusions. Here are some general observations:

  • Most clinics have one website with language versions which is not adapted to local markets.
  • Rely on SEO and reviews without utilizing other customer acquisition channels.
  • Social media accounts are updated periodically, with Facebook, Instagram, and YouTube being the most popular channels.
  • An interesting fact: some competitors create separate landing pages for diseases, actively add patient reviews and interactive blocks (FAQ, chats, appointments).
  • Intermediary platforms such as Bookimed, Mediglobus, and Hospital Israel are often used.

Do you suspect that you have not fully realized the marketing potential of your product? Come for a free consultation — we will discuss where to start the audit.

5.2 Personal brand of a doctor

Competitors with strong personal brands, such as Dr. Fabio Lodo in Italy or Dr. Rolf Wlasak in Germany, regularly maintain social media accounts, share interviews and publications, and even publish books on Amazon. However:

  • The content is almost always universal, not tailored to different segments (patients, families, the medical community).
  • Videos rarely have high view counts and formats are not adapted to social networks.
  • A successful doctor brand has little to do with the clinic brand, and therefore cannot be scaled.

5.3 Cost as a filter 

The closest competitors in terms of method (implant acupuncture) do not have a clear price positioning. Large clinics operate in a price segment similar to that of Neuro Implant Clinic.

However, only a few:

  • justify the price through the value and duration of the result;
  • focus on comfort and service for relatives;
  • have a transparent policy regarding treatment and aftercare.

Explaining the cost through the transformation of the patient’s life and that of their family works as an additional factor in gaining the trust of potential customers.

Analysis helps identify a niche where the brand can sound confident and build on its unique advantages. It provides an understanding of which promotion channels work, where there is oversaturation, where there is mistrust, and what to build on when forming positioning.

What next?

Neuro Implant Clinic operates in an extremely complex but promising niche—innovative treatment that balances science, technology, and the delicate emotional decisions of patients’ families. 

Such a product requires precise positioning, audience segmentation, intercultural adaptation, and trust building—both in the method itself and in the specialists who represent it.

After analysis, we always develop a recommended development strategy and outline step by step what stages are involved and what tools will be needed.

Examples of strategic objectives:

  • Formulation of a clear positioning statement highlighting key advantages.
  • Working with partnerships, specialized media, ratings, and Google Maps as additional channels of social proof.
  • Long-term development through SEO, content, franchising, and establishing an offline presence.

We develop marketing strategies according to different goals: startup launch, scaling, new products, and sales growth.

We also provide targeted assistance with specific elements of the strategy: 

For clients looking for a way to get marketing functionality without having to build a department within their company, we work as a remote marketing department.