Integrated marketing of an expert podcast: the case of Leading People

Business enquiry

Dynasty Stomatology is a premium dental clinic run by a Ukrainian team that has already established itself in Krakow and is now entering the Prague market.

Our team had previously developed an overall strategy for entering the Czech market: we analysed the market, competitors and patient behaviour, and formulated our positioning and promotion channels.

One of the key growth areas identified by the analysis is medical tourism: patients from Germany, England and other EU countries who are willing to fly to Prague for high-quality dental care with premium service and transparent pricing.

Client request during website development:

create a landing page for medical tourism that will convert international traffic into high-quality requests for consultations and treatment, rather than simply “telling people about the clinic”.

I The role of the marketer and the design stage

The marketing strategy forms the basis of the website design.

1. Utilisation of strategy outcomes

At the time we started working on the landing page, we already had:

• deep understanding of the Prague market and demand structure;
  
• audience segmentation (Czechs, expats, diaspora, medical tourists);
  
• framework of patient choice factors;
  
• clear positioning of Dynasty Stomatology as a multicultural premium clinic with quick access to treatment.
  

The marketer used these insights as input data to create:

→ page structure;
→ content logic;
→ key messages and offers.

2. Page structure as a continuation of the funnel

The landing page was not designed “from scratch” — it became a logical continuation of the strategy and advertising funnel.

The marketer structured the site so that it consistently answers the questions of medical tourists:

1. Why this clinic in Prague?

– headline, offer, brief presentation of the clinic.

2. How will the treatment process take place if I come from another country?

– step-by-step “patient journey” section.

3. How much does it cost, and is it worth flying there?

– transparent pricing logic, approximate packages, savings.

4. Can I trust them?

– team experience, real “before/after” cases, reviews, certificates.

5. Will there be any problems with language, organisation, or logistics?

– multilingualism, support, assistance.

6. What should I do now?

– strong CTA: a simple form to request an online consultation or contact via messengers.

3. Content that works for the solution, not just “informs”

Marketer:

• adapted the tone and structure of the text for an international audience, avoiding an overload of medical terms where trust and a sense of control are more important;
  
• separately highlighted advantages for medical tourists (speed of admission, service, transparent conditions);
  
• ensured consistency with the key messages of the strategy: multiculturalism, premium service, speed, and comfort.
  

II Design stage

Once the structure and prototypes have been approved, the design phase begins — the moment when strategy and logic are transformed into a clear, premium, and conversion-oriented interface. Design does not exist on its own here — it continues the work of the marketer and reinforces every key meaning of the page.

• The visual hierarchy emphasises the main triggers (quick recording, comfort, multiculturalism).
  
• separately designed blocks for different language versions;

1. Design concept and style

The UI designer and marketer work together to develop a design concept that matches the clinic’s premium positioning. At this stage, the team prepares several options for the main screen to determine:

• style and depth of premium quality;
  
• a level of minimalism that inspires confidence in medical tourists;
  
• accents that draw attention to the offer and conversion blocks.
  

The concept is agreed with the client and becomes the basis for the entire visual solution.

2. Complete UI design of pages

After the concept is approved, the designer moves on to creating the final UI:

• develops the composition of blocks taking into account the logic of “user path”;
  
• visualises the structure created by the marketer;
  
• selects visual accents that enhance trust (photos of doctors, case studies, certifications);
  
• works with micro-interactions: button states, tooltips, animation markers.
  

The content team is currently working synchronously to adapt the texts to the design so that no block looks “pasted in” but reads naturally and convincingly.

3. Mobile adaptation

Since the majority of traffic in medicine is mobile, a separate mobile logic is created:

• the sequence of sections is optimised;
  
• CTAs are placed in areas that are easy to click on;
  
• block “patient path” is transformed into a compact scroll format;
  
• medical cases are adapted for narrow screens without loss of quality.

Mobile UX is tested internally to ensure that the page works equally well for DE, UK and CZ users.

4. Preparation for layout

At the final stage, the design is transferred to development:

• UI kit, guidelines and technical specifications are being developed;
  
• descriptions of retreats, states, behavioural scenarios and micro-animations;
  
• all graphic materials are prepared in the required formats.
  

III Layout and launch

На финальном этапе дизайн передаётся в разработку:

• UI kit, guidelines and technical specifications are being developed;
  
• describes deviations, states, behavioural scenarios and micro-animations;
  
• All graphic materials are prepared in the required formats.

1. Layout and functional implementation

At this stage, the design project moves into full technical assembly:

• adaptive layout of all pages is performed in accordance with the design system;
  
• mobile and desktop logic developed by a marketer and a UX designer is implemented;
  
• lead capture forms, CRM integration, and analytics tools are connected;
  
• microanimations and interactive elements are added to improve UX without affecting loading speed.

2. Testing and pre-launch verification

Before transferring a page to traffic, we conduct a full technical audit:

• we test download speeds on different devices and networks;
  
• we check the correctness of forms, buttons, and behavioural scenarios;
  
• we test integrations with analytics, CRM, pixels, and events;
  
• we check how the page is displayed in all major browsers;
  
• we test mobile logic on the behavioural patterns of users in Germany, the UK, and the Czech Republic.
  

3. Launch and transfer to marketing

After testing:

• the page is published on the client’s domain;
  
• the correctness of all trackings and events is checked;
  
• monitoring is set up for the first days of operation;
  
• the PPC team receives a fully ready landing page solution that can be immediately launched for traffic.
  

So, the result of this stage is a fully ready, technically stable, and marketing-savvy landing page that works as part of the lead generation system.

Advertising tools

The landing page was designed as a lead generation funnel centre, rather than “just another page on the website”.

Channels for which the project was prepared:

• Google Ads (DE / EN / CZ):
  – search campaigns for queries such as “dental clinic Prague for foreigners”, “dental implants abroad Prague”, “dentist in Prague English speaking”.
  
• Meta Ads:
  – campaigns targeting expats and the diaspora (Ukrainians, Russian speakers, other expats);
  – remarketing to those who watched the video or visited the website.
  
• Organic traffic and SEO potential:  
  – the page structure and content are immediately built with further SEO optimisation for medical tourism queries in mind.
  
• CRM + further communication:
  – the lead capture form is integrated into CRM and the further “warming up” funnel.

Customer review