BRANDAY Medical Marketing logo

The department that runs the strategy after we leave

Roles, hiring, written briefs for every function, training, and the chain of who does what. We build the marketing team inside the clinic and hand over a system that works without us.

Built by Anna Shevchuk, who has structured marketing functions for clinics from single practices to networks inside the top 10 private multi-specialty groups in Russia

The problem

Where the need for this work begins

  1. 01

    You do not know where to start.

  2. 02

    The process broke and the direction is unclear.

  3. 03

    The team is not delivering and you do not know who to hire.

What we do

The stages, in order

  1. 01

    Function map

    What marketing in this clinic actually has to do, based on the strategy. Which functions are permanent, which are seasonal, which are better bought than hired.

  2. 02

    Roles and structure

    The roles the clinic needs, in what order to fill them, and what each one is accountable for. Who reports to whom, and who signs off on spend.

  3. 03

    Hiring

    Job descriptions, screening criteria, test assignments and interview questions written for medical marketing rather than marketing in general. We take part in the interviews and assess candidates with you.

  4. 04

    Written briefs for every function

    What each role does, to what standard, in what format and by when. Content, advertising, reception handling, reputation, doctor promotion.

  5. 05

    The chain of interaction

    How marketing connects to reception, to the doctors and to the owner. Who passes what to whom, what happens to an enquiry, who answers when something breaks.

  6. 06

    Training

    We train the team on the strategy, the briefs and the tools, including the front desk, since they hold the last step of the funnel.

  7. 07

    Reporting and control

    The metric set, the reporting format and the review rhythm. The owner sees what changed and who is responsible for it, without asking for a special report.

What you receive

  • Function map and department structure
  • Job descriptions, test assignments and interview criteria for each role
  • A written brief for every function, with standards and deadlines
  • Interaction map between marketing, reception, doctors and the owner
  • Training for the team and the front desk
  • Reporting templates and the metric set
  • A supervision period while the department starts running

After handover

The clinic owns its marketing function

At the end the clinic owns its marketing function. We are available afterwards as a control layer, not as a supplier the clinic cannot operate without.

Who leads it

Anna Shevchuk, Co-Founder and Strategy Director

Portrait of Anna Shevchuk, Co-Founder and Strategy Director at BRANDAY Medical Marketing
Anna Shevchuk writes the strategy and builds the department that runs it.
Read the full profile

Price

One-time fee

from AED 10,000

The scope depends on how many roles are being built, whether the clinic already has people in place, and how much hiring is involved. We state the fixed price before we start. This service follows the strategy: building a department before deciding what it is supposed to do produces roles nobody can brief.

Related services

What clinics usually combine with this

Questions

What clinics ask before starting

  • Yes. The department is built to execute something specific. Without the strategy we would be designing roles against assumptions, and the briefs would have nothing to reference.

  • Fewer than most owners expect. Some functions are permanent and belong inside, others are cheaper and better bought. The function map decides this before anyone is hired.

  • We prepare the descriptions, test assignments and criteria, screen candidates and take part in the interviews. The hiring decision is yours, and so is the employment relationship.

  • Then we start from what they cover and build around it. In most cases the person is capable and has never been given a brief, a standard or a way to prove their work.

  • It depends on how many roles are being filled. We state the timeline before starting, after the function map is agreed.

  • From AED 10,000. The final figure depends on team size, the amount of hiring involved and what already exists. We name the fixed price before we begin.

Start with the diagnostic

We take four clinics a month. The calls are run by the founders.