How to build an expert medical brand from scratch in a year?
Senare - the first year of communication implementation
Senare is the first center in Poland that comprehensively diagnoses and treats all sleep problems – regardless of their cause. The company was founded out of the need to create a place combining the expert medical knowledge of doctors and specialists with a holistic, partner-like approach to the patient.
The brand’s mission is not only treatment, but also education and supporting patients on their way to better sleep and a better life. Senare is a space of modern sleep medicine, without white coats and distance – but with empathy, knowledge, and a modern approach to health, supported by the latest scientific research.
How did we start?
- We developed the branding, a ready brand and communication strategy. This was our essential foundation to start creating the new brand.
- Website launch – zero visits, zero searches for “Senare” in Google.
- Nobody knew about this brand. It was not on the internet, it did not exist in patients’ minds.
However, we had a clearly defined goal of where we wanted to be in 18 months:
- we are generating interest in healthy sleep,
- Senare’s experts and founders receive inquiries and invitations to speak as experts on the topic of sleep,
- Senare Sleep Medicine Center gains awareness and recognition and is directly searched for in Google using brand phrases.
What strategy did we adopt?
We focused on the model of “building trust before the need arises”. We decided on consistent branding and awareness activities based on a marketing funnel instead of aggressive sales from the first months.
The main pillars of our strategy are:
- 360° Marketing
We ensured a consistent presence of Senare at every stage of the patient’s journey – from building awareness in social media, through visibility in Google, up to sales activities. - Snowball effect
We consciously gave up trying to achieve everything at once, dividing the first year of the brand’s existence into an investment stage and a harvesting stage. We dedicated the first 6 months exclusively to building trust and presence in patients’ awareness (building brand awareness), which was essential to create a base of people returning for treatment today. The current brand recognition makes performance and conversion-driven campaigns more effective (ROAS 6.03 in the 4th quarter), and patients make the decision to contact faster. As a result, the patient acquisition cost dropped to a level where revenue from diagnostics covers marketing expenses. - Closing the patient acquisition process
Patients come to Senare’s offices already decided on specific solutions (consultations with doctors and specialist examinations). This is proof that our ecosystem of touchpoints (Social Media + SEO + expertise in podcasts and media presence) successfully closes the decision-making process. - Public relations
We took care of media relations and the presence of Senare experts in leading podcasts, conferences, and co-created publications.
Results
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We are building brand awareness on a large scale
Thanks to Meta Ads campaigns, our educational and sales content was displayed to our potential target group over 4,500,000 times.
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We familiarize patients with difficult topics
We have built a community of nearly 2,500 people on the brand’s social media who regularly follow our materials on sleep apnea and sleep hygiene.
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In total, in 2025, we acquired almost 300 new leads.
Brand recognition makes campaigns more effective, and patients make the decision to contact faster.
