Dr.Online

Overview

Dr.Online, a leader in telemedicine in Portugal and other countries, recognized the need to establish a stronger organic content strategy. Despite its success in digital healthcare, the brand lacked a human connection with its audience. The goal was to create proximity with both doctors and patients, giving the brand a face and a voice, while producing content that could also be repurposed for advertising and awareness campaigns.

Challenges & Approach

The challenge was to create engaging and insightful content that would position Dr.Online as a trusted authority while remaining accessible and relatable. The strategy needed to balance credibility and expertise with approachability and storytelling.

To achieve this, we designed and produced a podcast series featuring 10 in-depth conversations with healthcare professionals. The episodes were hosted by Dr.Online’s co-founders, José Lima and Tiago Cadeiras, reinforcing the brand’s leadership and commitment to telemedicine. By inviting respected practitioners to share their experiences, insights, and perspectives, we created a content format that was both educational and engaging.

The episodes were structured to: (1) Bridge the gap between doctors and patients, fostering trust, (2) Humanize the brand, positioning Dr.Online as more than just a digital service, (3) Generate high-quality content that could be used in ads, social media, and awareness campaigns.

To maximize reach and engagement, each full-length episode was chopped into short-form content designed for TikTok, Instagram Reels, YouTube Shorts, and other platforms. These bite-sized clips quickly gained traction, reaching hundreds of thousands of viewers and further amplifying Dr.Online’s brand presence.

The result

The Dr.Online Podcast successfully launched as a 10-episode series, with one new episode going live each month. The content not only engaged audiences organically but also became a valuable asset for paid media campaigns. By providing expert-driven insights in a conversational format, the podcast strengthened Dr.Online’s position as the go-to platform for telemedicine, making the brand more relatable, trusted, and deeply connected to both patients and medical professionals.

The strategic short-form content approach ensured ongoing visibility and engagement, turning each episode into a continuous source of brand awareness across multiple digital platforms.