From Health-Tech Complexity to Human Connection

Project Overview

Ajuda approached us as a health-tech startup with a revolutionary vision but a complex challenge. They had developed a platform designed to digitally organise and centrally store medical records, solving a genuine problem that affects millions across South Africa. However, they faced the common startup dilemma of having innovative technology without the marketing expertise to communicate its value effectively.

The founders understood their product's importance in simplifying healthcare management, but they needed strategic social media support to translate complex features into relatable, engaging content. They required comprehensive social media management across multiple platforms whilst establishing themselves as credible players in a competitive health-tech landscape dominated by established names like Discovery Health and Kena Health.

The Challenge

Ajuda's challenges reflected the broader struggles many health-tech startups face when entering an established market:

• Breaking through market noise: The South African health-tech space was already crowded with established players commanding significant social media presence.
• Complex messaging simplification: Translating technical features like secure digital vaults and one-time medical forms into content that everyday users could understand and relate to.
• Audience targeting precision: Reaching their primary audience of patients struggling with health management, new mothers, parents, and people with chronic illnesses who needed their solution most urgently.
• Multi-platform presence establishment: Creating credible social media accounts across Instagram, TikTok, Facebook, and LinkedIn without dedicated internal content creation resources.
• Professional asset development: The founders needed professional materials for pitching to schools, investors, and potential partners whilst building their brand credibility.

Most critically, they needed to craft their story in a way that would stop people mid-scroll and make them think, "This is exactly what I've been needing."

Our Strategic Approach

We developed a comprehensive social media strategy that focused on creating emotional connections through relatable scenarios highlighting real frustrations people face when managing health information. Our approach balanced trending social media formats with educational value, showing the emotional journey from healthcare chaos to organised calm.

We created a multi-pillar content approach that moved beyond simply explaining features to showing the emotional impact of Ajuda's solutions. Our strategy incorporated hook-focused content designed for maximum engagement, problem-focused scenarios that resonated with genuine user experiences, and educational content positioning Ajuda as a trusted health management authority.

Understanding that each platform serves different audience needs, we crafted unique approaches. Instagram and TikTok became our primary engagement drivers, utilising trending audio and viral formats to increase reach while maintaining Ajuda's professional credibility. Facebook and LinkedIn targeted potential investors and professional networks, establishing the founders as thought leaders in health-tech innovation.

We recognised that authentic founder stories would be crucial for building trust in the health-tech space. Through professional interviews and headshot sessions, we created versatile assets serving multiple purposes, from social media content to pitch presentations for schools and investor meetings.

Our Solutions

We started managing Ajuda's social media presence across Instagram, TikTok, Facebook, and LinkedIn. This comprehensive approach included strategic planning, content creation, filming, editing, and daily account management. Every post was carefully crafted to address specific pain points whilst showcasing Ajuda's solutions in engaging, relatable ways.

We successfully incorporated current social media trends into Ajuda's content strategy, creating videos that felt fresh and relevant whilst maintaining brand credibility. From trending audio clips contrasting chaotic doctor visits without Ajuda versus calm experiences with the platform to relatable scenarios of young adults calling their mothers for medical aid information, we made health management content that genuinely entertained whilst educating.

When Ajuda received press coverage, we transformed formal announcements into engaging social media content that felt organic and shareable. We converted complex press releases about partnerships and technological developments into digestible, exciting updates that celebrated wins with their growing community.

We created polished presentation video edits enabling confident founder pitches to schools and potential partners. Professional headshot sessions provided high-quality digital assets for various platforms and materials, establishing the founders' credibility across different contexts.

We conducted in-depth interviews with the founders, creating valuable short and long-form content for multiple purposes. These interviews became assets for social media content, website materials, and pitch presentations, helping potential users and investors understand the passion and expertise behind Ajuda.

Results and Impact

Our work with Ajuda demonstrates how strategic social media management can transform a startup's market presence. By focusing on genuine user problems and creating emotionally resonant content, we helped Ajuda transition from an unknown startup to a recognised player in South Africa's health-tech landscape.

The multi-platform approach ensured consistent, compelling messaging whether someone discovered Ajuda through a trending TikTok video or a thoughtful LinkedIn post. Most importantly, we created a sustainable content system that continues serving Ajuda's growth objectives whilst building authentic community connections essential for long-term success in the health-tech sector.

Looking Forward

Through our partnership, Ajuda gained a social media brand voice that speaks directly to people who need their solution most, transforming everyday healthcare frustrations into opportunities for meaningful engagement and genuine problem-solving. The foundation we built continues supporting their mission of simplifying health management through innovative digital solutions, positioning them for sustained growth in South Africa's expanding health-tech market.