Paz Holandesa

Industry: Healthcare
Year: 2017 – 2024
My role: Account direction at the Liberte agency
Disciplines: Strategy, Campaigns and performance, Web and UX, Video

A non-profit children's clinic that needed to sustain itself with its own services, not just donations.

My role

I was part of the Liberte agency team that worked with the clinic from 2017 to 2024. I directed the account: every month I met with the director to set the month's agenda and ideas, and the team executed them.

A social cause also needs a business to sustain it.

The challenge

Paz Holandesa serves children and families with strong social work, funded in part by donors from the United States and Europe. Donations weren't enough to sustain a medical operation that isn't cheap: marketing had to grow the services that pay for the clinic.

What we decided

Focus everything on its natural audience: maternity and children. Every campaign, piece of content and landing page aimed at bookings and leads, and the leads were connected to sales.

How we worked

Content calendars every week, a KPI report every month and a marketing plan every year.

Campaigns

“Prevention in your children's dental health” piece with a girl at the dentist

Maternity piece “Choose the best for you and your baby” with a pregnant woman

Christmas piece “The best gift is their health” with a family and Santa Claus

“Caring for our country's future” piece with children in traditional Peruvian costumes

Dates and content

Independence Day campaign “Peru's future is in its children”, with original photography at the clinic

Independence Day campaign with José Olaya on the clinic's examination table

Piece for Arequipa's anniversary with a child in traditional costume

Línea de tiempo

2017

First campaigns: original photography and Independence Day.
2019

Annual marketing plan, website redesign and e-books with a download landing page to capture leads.
2020

During the pandemic we proposed virtual care, in psychology and the specialties that allowed it, to keep the flow of patients.
2021

Paz Salud health plan, online appointment booking and monthly webinars with the doctors. International exposure in It's Nice That.
2022

KPI dashboard and video content: reels and live consultations.
2023

The peak production year: new visual line and a donation campaign for individuals and companies.
2024

Maternity campaigns and digital booking spots. We closed a seven-year relationship.