Client story: „Medcentras“
“Medical Diagnostics and Treatment Center” (now recognized as "Hila") – one of the largest private healthcare institutions in Lithuania, founded in 1995.
“One of the things we value most when working with the NFQ team on “Medcentras” newsletters is the valuable expert insights based not only on their experience but also on their deep understanding of our specific audience and their consumption habits. Together, we explore new ideas and suggestions on how to further improve our newsletters and expand our subscriber base. This collaborative effort has strengthened our company’s relationship with clients, helping us understand them better and successfully apply this knowledge.”
Key Services Provided:
– Subscriber reactivation project;
– Subscriber growth strategy, database management, and updates;
– Activation of automated scenarios (Welcome emails, Birthday greetings, etc.);
– Evaluation, creation, and management of the newsletter communication plan;
– Email marketing consulting on technical, strategic, and content-related matters.
Driving Success Through Content and Database Quality
The name “Medical Diagnostics and Treatment Center” (now recognized as “Hila”) is frequently seen in the public space due to its strong focus on content marketing in the field of health and wellness.
To ensure that the most engaged followers never miss relevant news and articles, the communications team, with our support, decided to revive newsletter communications with clients in 2020, later extending the initiative to employees as well.
However, after a long period of inactivity, the nearly six-figure subscriber database required a complete overhaul to maintain the sender’s technical reputation. In all our collaborations, we encourage businesses to prioritize quality over quantity.
Phase One: We used specialized tools to verify the validity of collected email addresses.
Phase Two: After aligning legal considerations, we sent strategically crafted reactivation emails to assess whether recipients wished to continue receiving valuable content.
This complex and time-intensive project, along with additional recommended measures, proved successful. Now, several times a month, an expanding base of high-quality subscribers continues to receive themed health newsletters featuring expert articles, doctor recommendations, and exclusive service offers.
Today, the brand’s specialists, guided by our expertise, successfully manage and optimize this channel on their own.
Noteworthy Results and Insights:
– The launch of an internal newsletter for employees revealed that recipients valued this concise format for company updates. Many admitted they rarely check the company intranet or social media, making newsletters a key tool for keeping them informed.
– Partnering with Medcentras.lt, we conducted a subscriber survey—an uncommon yet highly effective approach—to evaluate and refine newsletter content. Thousands of responses were collected, providing insights that shaped the newsletter strategy, optimized communication across multiple channels, and influenced business expansion decisions.