The audit
The work started with a social media analysis of the clinic's Facebook page in December 2022. Reach and likes had both slowed over the previous 28 days, down to 13 new likes. The page had no colour identity, thin content, no captions or hashtags, weak search visibility and no CRM behind it.
The audience data told the rest of the story. The core age group was 25 to 34, the women's audience was weak, and a large share of followers sat outside Sudan, because earlier posts had been pushed into foreign groups and the page listed no location for the headquarters.
The plan
Six moves, agreed with the client before any design: build a visual identity, shift to engagement posts to win reach back, complete the page's missing information, answer followers, do the simple search work that lets people find the clinic faster, and post inside medical-field groups where the real audience already is.
A content schedule for 2023 followed. It is bilingual throughout, Arabic first with English beside it, and built on patient education: what an ECG is, why a doctor asks for one, what happens during the test, each with its own hashtags.
The format
A rolling set of square posts built for Arabic-language feeds and produced across several months rather than as a single campaign drop. The consistency comes from the template, not from the subject matter, which changes with whatever the clinic is announcing that week.
The construction
Every post is the same three parts. A photograph fills the frame, a curved white sweep cuts across it carrying the Arabic headline, and the logo locks to the top left. Contact numbers and the Khartoum address run along the bottom edge. Because the sweep is a curve rather than a straight band, it can be repositioned to work around whatever the photograph is doing without the layout looking adjusted.
Typography
Arabic headline type is set large and reversed out of the sweep, with the Latin numerals of the phone numbers set small along the base. The two scripts never compete for the same space.
Range
Service announcements covering CT, ECG and defibrillation; equipment features shot as product photography; and seasonal greetings including Ramadan, which uses the same construction with the headline replaced by calligraphy.
Project details
- Client Orange Medical
- Year 2022 – 2023
- Scope Social media audit, strategy and design
- Deliverables Social media analysis report, 2023 content schedule, social media campaign, post templates
