CI / Brand Identity
Visual language, tone, and identity standards for Phoenix Health Care Group
Primary Colours
- Navy (#0D1B2A) — authority, trust, professionalism
- Teal (#0B8B8B) — health, care, compassion
- Gold (#C9A84C) — premium, warmth, excellence
Typography
- Headings: Cormorant Garamond — refined, trustworthy
- Body: DM Sans — modern, readable, accessible
- Accents / Labels: DM Mono — technical, precise
Brand Voice
- Warm — approachable, never cold or clinical
- Expert — authoritative but clear
- Compassionate — especially for sensitive services
- Empowering — patients take control of their health
- Discreet — privacy as a core communication value
Visual Style
- Clean, uncluttered layouts with generous white space
- Professional photography — real, diverse, South African patients
- Avoid stock imagery that feels generic or foreign
- Consistent use of brand colours across all touchpoints
- Icons and graphics should be simple, modern, and accessible
Logo Usage
- Always use the approved logo file — no distortions or recolouring
- Minimum clear space equal to the height of the logo mark
- Approved on: white, navy, and cream backgrounds only
- Do not place on busy or low-contrast backgrounds
Tone Across Channels
- Facebook & Instagram: Friendly, informative, community-led
- LinkedIn: Professional, data-informed, B2B
- X / TikTok: Concise, educational, accessible
- WhatsApp: Warm, concise, action-oriented
- Print / Clinical: Formal, clear, reassuring
Identity Promise
Every piece of content — a social post, a WhatsApp message, a waiting room flyer — should make the patient feel seen, respected, and safe. This is non-negotiable across all Phoenix communications.
Brand Positioning
Where Phoenix sits in the market and why patients choose us
Brand Positioning Statement
"Phoenix Health Care Group is South Africa's trusted partner in comprehensive, compassionate, and confidential healthcare — from sensitive reproductive services to corporate wellness and aesthetic treatments."
Market Position
Phoenix occupies a critical and underserved niche in the South African healthcare landscape — bridging the gap between public healthcare limitations and expensive private medical facilities. Positioned as a trusted, confidential, and accessible private healthcare provider that does not compromise on clinical quality, compassion, or patient dignity.
Three Core Differentiators
Confidentiality-First
Many clinics offer reproductive and sexual health services but fail to communicate the discretion and dignity patients need. Phoenix makes confidentiality a core brand promise.
Whole-Person Wellness
Phoenix uniquely combines primary care, sensitive services, and premium aesthetics — offering patients a complete wellness journey under one roof rather than fragmented care.
Accessible Premium Care
Positioned above public health but accessible for working families — Phoenix fills the gap that neither public healthcare nor high-cost private hospitals serve effectively.
Target Audience & Persona
Primary patient segments and primary audience persona
| Audience Segment | Demographics | Primary Needs | Key Channel |
|---|---|---|---|
| Women — Reproductive & Maternal Health | Women 18–45, working class to middle income, South African urban | Confidential reproductive care, TOP services, antenatal, contraception | Facebook, WhatsApp, Instagram |
| HIV-Positive Patients | Adults 25–55, all genders, stigma-sensitive, seeking ongoing care | ARV management, stigma-free support, viral load monitoring, counselling | WhatsApp, Facebook (discreet) |
| Families — Primary Care | Parents 28–55, family decision-makers, suburban South Africa | Reliable GP, preventative care, child health, chronic disease management | Facebook, WhatsApp |
| Men — Health Screening | Men 30–60, working professionals, often reluctant healthcare seekers | Prostate, cardiovascular, testosterone, diabetes screening | Facebook, LinkedIn |
| Corporate Clients | HR managers, business owners, decision-makers at companies 50+ staff | Employee wellness programmes, on-site screenings, productivity ROI | LinkedIn, Email, Direct outreach |
| Young Adults — Sexual Health | 18–30, both genders, urban, privacy-conscious | STI screening, contraception, sexual health education, confidential consults | Instagram, Facebook, TikTok |
| Wellness & Aesthetics Seekers | Women and men 25–50, middle to upper income, appearance and health focused | UV therapy, body treatments, wellness programmes, aesthetic consultations | Instagram, Pinterest, Facebook |
Primary Audience Persona — Women's Health & Fertility
Nomsa, 32
Primary Persona · Women's Health & Fertility Services28–38
Mid-level professional — teacher, nurse, office administrator, or small business owner
Urban or peri-urban South Africa. Busy schedule, managing work and family. Health-aware but time-constrained. Researches health decisions online before acting.
- Access confidential, non-judgmental reproductive care
- Understand her fertility and reproductive health options
- Find a trusted provider she can return to over time
- Receive care that respects her dignity and privacy
- Fear of stigma or judgement at public clinics
- Uncertainty about what services are legal and available
- Difficulty finding a provider she can trust with sensitive issues
- Limited time for appointments; needs efficient, warm service
Facebook, Instagram, WhatsApp. Watches short educational videos. Uses Pinterest for health research.
Educational carousels, empowerment quotes, myth-busting posts, clear FAQs, relatable infographics. Responds to warm, non-clinical language.
Core Services
Service portfolio offered by Phoenix Health Care Group
Reproductive Health
Termination of pregnancy services, women's reproductive care, contraceptive counselling, and confidential patient management in a safe, non-judgmental clinical environment.
Maternal Care
Ante-natal and post-natal wellness support, expectant mothers' health monitoring, nutritional guidance, and birth preparation consultations.
Sexual Health
Confidential STI screening, sexual health education, contraception, and specialised care for young adults in a safe, private setting.
Men's Health Screening
Prostate, cardiovascular, diabetes, and testosterone screening. Preventative health packages and men's wellness assessments.
Family Primary Care
General GP consultations, acute care, chronic disease management, family wellness plans, and preventative health for all ages.
HIV+ Patient Support
ARV management, viral load monitoring, counselling, TB co-management, holistic support, and stigma-free care for HIV-positive patients.
Corporate Wellness
Workplace health screening, chronic disease management, occupational wellness, employee wellness day programmes, and corporate retainer packages.
Aesthetics & Wellness
UV treatments, tummy tuck procedures, aesthetic consultations, body treatments, health optimisation services, and patient wellness programmes.
Brand Message
Core messaging pillars and what Phoenix communicates to the world
Master Brand Message
"Your health. Your dignity. Your choice. At Phoenix Health Care Group, we provide compassionate, confidential, and comprehensive healthcare — without judgement, without compromise."
Content Pillars
Education
Healthcare education content that builds trust and positions Phoenix as the expert. Myth-busting, condition explainers, service guides, and health tips.
Empowerment
Content that empowers patients to take control of their health. Women's wellness guides, men's health checklists, HIV management tips, family health planning.
Community Engagement
Building connection and trust with the Phoenix audience. Patient stories (consented), awareness campaigns, community health events, and responsive engagement.
Awareness Campaigns
Tied to national and global health calendar moments — Women's Month, World AIDS Day, Movember, and local SA health awareness periods.
Service-Specific Key Messages
| Service | Core Message | Tone |
|---|---|---|
| Reproductive Health | Safe, legal, confidential — we support your right to choose without judgement | Compassionate, empowering |
| HIV Support | Live well with HIV — expert ARV management, ongoing care, and stigma-free support | Dignified, hopeful, factual |
| Family Care | Your family's health, in trusted hands — from newborns to grandparents | Warm, reassuring |
| Men's Health | Real men get checked — early detection saves lives | Direct, motivating |
| Corporate Wellness | Healthier employees. Stronger businesses. Measurable results. | Professional, ROI-focused |
| Aesthetics | Look and feel your best — science-backed wellness treatments | Aspirational, premium |
Healthcare Compliance Reminders
- Never advertise specific termination services on social platforms directly — use educational framing
- All clinical claims must be medically accurate and verifiable
- Include disclaimer where applicable: "For medical advice, consult a qualified healthcare professional"
- Do not publish identifiable patient images or stories without written consent
- HIV-related content: always maintain dignity-first, stigma-free, empowering language
- Pricing for sensitive services should be discussed via WhatsApp/private channel — not public posts
60-Day Rollout Plan
Phased content and brand activation over the first two months
Days 1–30: Foundation & Launch
- Confirm and document brand identity (logo files, colour codes, font licences) in Google Drive
- Design and approve all six social media brand templates — store in 📁 Brand Assets → Social Templates
- Set up and optimise all active social media profiles with correct services, contact details, and cover images
- Set up Zoho Social and connect all active platforms — configure posting schedule (08:00 / 13:00 / 19:30)
- Grant Google Drive access to all relevant team members — folder structure confirmed
- Create content approval workflow in Google Drive (Draft → Review → Approved)
- Launch first Facebook and Instagram content campaigns: Women's Health, Family Care, Men's Screening
- Publish first week of content across all platforms using approved templates
- Create downloadable lead magnets: "Women's Wellness Checklist" and "Men's Health Screening Guide"
- Collect and publish minimum 10 Google reviews from existing patients
Days 31–60: Momentum & Consistency
- Achieve consistent 3-posts-per-day cadence across all active platforms
- All content routed through the content approval process before publishing
- Respond to all social comments and messages within 24 hours via Zoho Social inbox
- Launch #WomensWellness or #KnowYourStatus awareness campaign (dependent on month)
- Publish 4 additional educational posts and at least 2 service-highlight posts per week
- Send corporate wellness outreach via LinkedIn and direct email to 10 target businesses
- Review Zoho Social Insights at Day 30 and Day 60 — adjust content mix based on engagement data
- Ensure all approved content is filed correctly in Google Drive with date and approval status
- Launch first community health awareness campaign (HIV, Women's Health, or Family Care)
- Monthly performance report completed and reviewed with Practice Manager
60-Day Success Benchmarks
- All active platforms posting consistently at 3 posts per day
- All 6 brand templates designed, approved, and in active use
- Content approval workflow operational — no posts published without sign-off
- Google Drive organised with all brand assets, content calendar, and approved posts filed
- Zoho Social live and managing scheduling, publishing, and engagement monitoring
- Minimum 20 Google reviews published
Social Media Brand Templates
Required template set to be designed and approved before content publishing begins
Before any social media content is published, the following brand templates must be designed, approved, and stored in Google Drive under 📁 Brand Assets → Social Templates. All templates must align with the approved CI: brand colours, typography, logo placement, and visual style.
Quote Templates
- Branded background with brand colours
- Clean typography hierarchy — quote prominent, source smaller
- Logo placement bottom-right or bottom-left
- Variants: light background, dark (navy) background
- Formats: square (1:1) and portrait (4:5)
Carousel Templates
- Cover slide with title and brand accent
- Consistent inner slide layout — heading + body + icon/visual
- Final slide: CTA with contact details and logo
- Colour-coded by content pillar (education, empowerment, etc.)
- Format: square (1:1), minimum 3 slides per set
Testimonial Templates
- Warm, human-centred design — not clinical
- Space for anonymised patient quote and service category
- Subtle brand watermark or logo
- Avoid anything that identifies the patient
- Formats: square and story (9:16)
Promotional Templates
- Clear headline — service or offer name prominent
- Supportive subtext and single CTA (e.g. "WhatsApp us")
- Brand colours, no clutter
- Must comply with healthcare ad policies — no prohibited claims
- Formats: square, landscape (1.91:1), and story
Story Templates
- Vertical format (9:16) only
- Bold headline area at top or middle
- Swipe-up / link sticker placement zone reserved
- Sets: educational tip, awareness, booking CTA, poll/engagement
- Animated version (if capacity allows) — static version required first
Reel Cover Templates
- Eye-catching title text overlay on brand-consistent background
- Consistent look so Reels grid appears cohesive
- Logo or brand mark visible but not dominant
- Format: vertical (9:16), optimised for Reels thumbnail crop
- Note: Video production on hold — covers ready for when production resumes
Template Delivery Checklist
- All 6 template types designed and saved as editable files (Canva, Adobe, or Figma)
- Master files uploaded to 📁 Brand Assets → Social Templates in Google Drive
- Export versions (PNG/JPG) ready to use saved in 📁 Brand Assets → Ready-to-Use Exports
- Templates reviewed and approved by Practice Manager before first use
- Content creator trained on correct usage of each template type
Social Media Strategy
Platform strategy, content pillars, posting schedule, and visual guidelines
Platform Overview
| Platform | Primary Goal | Audience | Content Focus |
|---|---|---|---|
| Facebook & Instagram | Awareness, education, engagement | Women 25–50, families, young adults | Health tips, carousels, empowerment posts, service awareness, community campaigns |
| X (Twitter) | Health updates & traffic generation | Health-aware adults, professionals | Short health facts, awareness day posts, links to educational content |
| Professional content & partnerships | HR managers, corporates, healthcare professionals | Corporate wellness insights, thought leadership, partnership announcements | |
| TikTok / Reels / YouTube Shorts | Educational short-form video | 18–35, young adults, health-curious | Myth-busting, quick health tips, service explainers — on hold until production resumes |
| Infographics & educational visuals | Women 25–45, wellness seekers | Health infographics, wellness guides, reproductive health education, aesthetic content |
Content Pillars
Education
Myth-busting, health explainers, service guides, and tips that build trust and establish Phoenix as the expert voice in community healthcare.
Empowerment
Content that supports patients in taking ownership of their health — checklists, guides, and encouraging messaging across all service areas.
Community Engagement
Interactive and conversational content. Patient stories (consented), polls, Q&As, and community health discussions that build audience connection.
Awareness Campaigns
Tied to national and global health calendar moments — Women's Month, World AIDS Day, Movember, Father's Day, and SA public health periods.
Daily Posting Schedule — All Platforms
08:00 — Tip / Myth Busting
Morning health tip or myth-busting post. Short, punchy, shareable. Designed to educate and drive early engagement. Quote or single-image format.
13:00 — Educational Carousel or Video
Midday deeper content. Educational carousel on a health topic, or short-form educational video (when production resumes). Uses the Education and Empowerment pillars.
19:30 — Testimonial / Quote / Empowerment
Evening community and trust-building content. Anonymised patient testimonial, empowerment quote, or awareness message. Warm, human, and inspiring tone.
Frequency: 3 posts per day across all active platforms. Consistency is the priority — maintain this schedule before increasing volume.
Visual Style Guidelines
Warm & Inclusive
Imagery and design should feel welcoming to all patients regardless of background, age, or health concern. Diverse representation in all visuals.
Professional Healthcare Look
Clean, clinical credibility balanced with approachability. Avoid overly sterile or cold design — Phoenix is premium but human.
Clean Educational Layouts
Information is easy to read at a glance. Clear hierarchy: headline → key point → CTA. Never overcrowd a post with text.
Friendly Typography
DM Sans for body copy on social. Cormorant Garamond for elegant headline moments. Avoid condensed or hard-to-read fonts on mobile.
Campaign Calendar
#KnowYourStatus — HIV Awareness
World AIDS Day (1 December) and HIV testing awareness months. Educational, stigma-reduction, and testing CTA content. Compassionate tone across all platforms.
#WomensWellness — August
South Africa's Women's Month. Reproductive rights, maternal wellness, and women's empowerment. Female-led content, patient empowerment focus.
#MovemberMens — November
Men's health awareness. Prostate, cardiovascular, mental health. Booking CTA targeting men 30–60. Direct, motivating tone.
#FamilyHealthFirst — Ongoing
Year-round family care content — child vaccinations, elderly parent care, chronic disease management. Builds the family GP relationship with Phoenix.
Compliance Reminders
- Never advertise specific termination services directly — always use educational or awareness framing
- All clinical claims must be medically verified before posting
- Include disclaimer on health advice posts where applicable
- Do not share identifiable patient images or stories without signed written consent
- HIV content: dignity-first, stigma-free language at all times
- Sensitive service pricing must not appear in public posts — direct to WhatsApp
- All paid/boosted posts for sensitive services must comply with platform healthcare ad policies
June Content Plan
Week-by-week content framework for June — themes, messages, and post directions
Phoenix Health Care Group Social Media Content — June 2026 Strategy
This content plan is built around a 3-posts-per-day publishing cadence at 06:45 / 13:00 / 19:30 (SAST), covering four core health pillars across the full month of June 2026.
🕐 13:00 — Signs & Symptoms
🕖 19:30 — Empowerment Post
💙 HIV Support
👨👩👧 Family Care
💪 Men's Health
Sun → Reproductive
Mon → HIV Support
Tue → Family Care
Wed → Men's Health
Thu → Reproductive
Fri → HIV Support
#HealthcareWithHeart
+ Topic-specific third hashtag
📍 Contact: 010 500 1153 · Edenvale, Johannesburg, 1609 · Mon–Fri 08:00–17:00 · Sat 08:00–14:00
June focuses on Women's Health, Fertility Awareness, and Men's Health — building foundational brand awareness while educating the core audience. All content follows the 3-post daily schedule (06:45 / 13:00 / 19:30).
Introduce the Brand & Women's Reproductive Health
Establish Phoenix's presence and voice. Begin building trust with women's health audience.
Phoenix is your safe, confidential, non-judgmental healthcare partner.
- Who is Phoenix?
- Confidentiality promise
- Women's health basics
- Contraception awareness
- Brand introduction post
- Myth: "Going to a private clinic isn't for me" — busted
- 5 contraceptive options explained simply
- Empowerment quote — your health, your choice
- "What happens at your first reproductive health consultation"
- "5 things Phoenix keeps confidential"
On hold — cover template to be created for future use.
Fertility Awareness & Maternal Health
Educate women on fertility and maternal care options. Drive consultation enquiries.
Understanding your fertility is the first step to taking control of your health.
- Fertility basics
- When to seek help
- Antenatal care
- Post-natal recovery
- "Signs your menstrual cycle may need attention"
- Myth: "Fertility issues only affect older women" — busted
- What to expect at your first antenatal visit
- Empowerment quote for expectant mothers
- "Your fertility by the numbers — what's normal?"
- "Antenatal care timeline — trimester by trimester"
On hold — plan topic: "3 things to ask your doctor about fertility."
Men's Health & Family Care
Reach male audience and family decision-makers. Promote health screening and family GP services.
Real men get checked. Your family deserves a healthcare partner they can trust.
- Men's preventative care
- Father's Day health tie-in (15 June)
- Family GP value
- Chronic disease awareness
- Father's Day: "The best gift — your health"
- "5 health checks every man over 30 needs"
- Family care intro post — who is Phoenix for?
- Myth: "I feel fine, so I don't need a check-up" — busted
- "Men's health screening — what's included and why"
- "How a family GP saves you money long-term"
On hold — plan topic: "Why men avoid the doctor (and why they shouldn't)."
HIV Awareness & End-of-Month Engagement
Build trust around HIV support services. Close the month with community engagement and a CTA push.
You can live a full, healthy life with HIV — Phoenix supports you every step of the way.
- HIV destigmatisation
- ARV awareness
- Living well with HIV
- Month-end CTA
- Myth: "HIV means you can't have a normal life" — busted
- "What ARV therapy means for your daily life"
- Empowerment quote — dignity and strength
- End-of-month CTA: "Book your consultation this June"
- "HIV facts vs myths — what you need to know"
- "Joining Phoenix's HIV support programme — here's how"
On hold — plan topic: "Living well with HIV — what modern treatment looks like."
Content Approval Process
Step-by-step workflow for reviewing and approving all content before publishing
All content — social posts, graphics, campaign copy, and lead magnets — must pass through this process before it is published or distributed. No exceptions.
Approval Workflow
Content Drafted
Content creator drafts the post, graphic brief, or copy in the designated Google Drive folder under 📁 Drafts. File naming: YYYY-MM-DD_Platform_Topic (e.g. 2025-06-05_Facebook_WomensHealth).
Self-Review Against Brand & Compliance Checklist
Creator checks: correct brand voice, no prohibited claims, compliance rules met (no sensitive service pricing, appropriate disclaimers included, no identifiable patient info).
Submitted for Review
Move the file to 📁 Pending Approval in Google Drive and notify the approver via WhatsApp or the agreed channel. Tag with content date and platform.
Approver Review
Practice Manager or designated approver reviews within 24 hours. Checks for: medical accuracy, brand voice, compliance, visual consistency. Can approve, request edits, or reject.
Approved or Revised
If approved: file moved to 📁 Approved Content with approval date noted. If revisions needed: file returned to 📁 Drafts with comments and loops back to Step 1.
Scheduled & Published
Approved content is scheduled in Zoho Social for the correct date, time, and platform. After publishing, the file is moved to 📁 Published with the live date recorded. No content is published without an approved file on record.
Approval Rules Summary
- No post goes live without written or digital approval from the designated approver
- Sensitive service content (reproductive health, HIV, sexual health) requires Clinical Lead sign-off
- Any content making a clinical claim requires a medical source cited internally before approval
- Emergency or time-sensitive posts must still follow the process — plan ahead
Google Drive Workflow
Folder structure, file naming, access levels, and team protocols
Recommended Folder Structure
📁 Brand Assets
- Logo files (PNG, SVG, all versions)
- Brand colour codes & typography guide
- Approved photography and imagery
- CI guidelines document
- Social Templates (sub-folder)
- Ready-to-Use Exports (sub-folder)
📁 Content Calendar
- Monthly content calendar (Google Sheet)
- Campaign briefs and timelines
- Post schedules per platform
- Content ideas bank
📁 Drafts
- All content in progress
- Named: YYYY-MM-DD_Platform_Topic
- Include draft graphics or copy docs
- Not to be published from this folder
📁 Pending Approval
- Content submitted for review
- Awaiting approver sign-off
- Approver adds comments directly to file
📁 Approved Content
- All approved, ready-to-publish content
- Approval date noted in file name or sheet
- Source of truth for Zoho Social scheduling
📁 Published
- Archive of all published content
- Live date and platform recorded
- Used for performance review and audits
File Naming Convention
| Content Type | Format | Example |
|---|---|---|
| Social post copy | YYYY-MM-DD_Platform_Topic_v1 | 2025-06-05_Facebook_WomensHealth_v1 |
| Graphic / image | YYYY-MM-DD_Platform_Topic_GRAPHIC | 2025-06-05_Instagram_FertilityTip_GRAPHIC |
| Campaign brief | Campaign_Name_BRIEF_YYYY | WomensWellness_BRIEF_2025 |
| Lead magnet | LeadMagnet_Topic_FINAL | LeadMagnet_WomensHealthChecklist_FINAL |
| Brand asset | Phoenix_Asset_Description_Version | Phoenix_Logo_Primary_v2 |
Zoho Social Workflow
Setup, content scheduling, publishing, engagement monitoring, and basic reporting — Months 1–3
During the first three months, Zoho Social is the primary tool for scheduling, publishing, and monitoring Phoenix's social media content across all active platforms.
Initial Setup Checklist
- Create Zoho Social account and connect all active platform profiles (Facebook, Instagram, LinkedIn, X, Pinterest)
- Set brand name, logo, and time zone (SAST — UTC+2)
- Add team members with correct permission levels (Admin, Editor, Viewer)
- Configure default posting times aligned to the 06:45 / 13:00 / 19:30 schedule
- Test post scheduling to confirm all platform connections are live
- Link Google Drive (if integration available) or establish manual upload workflow for approved content
Content Scheduling Workflow
Content Approved
Content is confirmed as approved in Google Drive (📁 Approved Content). Only approved content moves to Zoho Social for scheduling.
Upload to Zoho Social
Content creator uploads the post copy and graphic to Zoho Social. Selects the correct platform(s), assigns the scheduled date and time slot (06:45 / 13:00 / 19:30).
Schedule Confirmed
Post scheduled and visible in Zoho Social content calendar. Team lead reviews the upcoming 7 days weekly to confirm all slots are filled and correctly set.
Published Automatically
Zoho Social publishes at the scheduled time. No manual action needed. Post moved to Published archive in Google Drive after confirmation.
Social Engagement Monitoring
- Check Zoho Social inbox and notifications daily — respond to all comments and messages within 24 hours
- Flag any sensitive enquiries (reproductive health, HIV, personal health questions) for private WhatsApp follow-up — do not respond to sensitive matters in public comments
- Monitor post engagement (likes, shares, saves, reach) weekly in Zoho Social dashboard
- Track which content types generate the most engagement — use data to adjust the weekly content mix
- Report any negative comments, misinformation, or compliance-sensitive interactions to Practice Manager immediately
Basic Reporting — Monthly
| Metric | Where to Find It | Review Frequency |
|---|---|---|
| Post reach & impressions | Zoho Social — Reports tab | Weekly |
| Engagement rate (likes, comments, shares) | Zoho Social — Reports tab | Weekly |
| Follower growth per platform | Zoho Social — Audience tab | Monthly |
| Top-performing content | Zoho Social — Best Time to Post / Content report | Monthly |
| Platform breakdown (which platform drives most engagement) | Zoho Social — Reports tab | Monthly |
Month 1–3 Zoho Social Targets
- All active platforms connected and posting consistently from Week 1
- 3 posts per day scheduled at least 5 days in advance at all times
- All comments and messages responded to within 24 hours
- Monthly report reviewed with Practice Manager — content mix adjusted based on data
- No CRM features activated during this phase — focus is social scheduling and engagement only
Zoho CRM — Long-Term Phase
CRM implementation after Month 3 — lead management, pipeline, automations, and reporting
Once social media workflows are stable and consistent, Phoenix implements Zoho CRM to manage patient enquiries, track lead-to-booking conversion, and automate follow-up sequences. This phase begins when the team has capacity to manage both social and CRM operations reliably.
CRM Implementation Checklist
- Set up Zoho CRM account and configure patient lead categories (Women's Health, HIV, Family Care, Men's Health, Corporate, Aesthetics)
- Define lead stages: New Enquiry → Contacted → Consultation Booked → Converted → Follow-Up
- Assign user access roles (Administrator, Patient Coordinator, Reception)
- Connect WhatsApp Business and Facebook Lead Ads to Zoho CRM for automatic lead capture
- Build follow-up email/WhatsApp sequences for each lead category
- Train all team members before going live on CRM data
Lead Management
| Lead Category | Source | Follow-Up Timeline | Owner |
|---|---|---|---|
| Women's Health / Reproductive | Facebook, WhatsApp, website form | Within 2 hours (sensitive — time critical) | Patient Coordinator |
| HIV Support / ARV Management | WhatsApp, direct referral | Within 2 hours (sensitive) | Patient Coordinator |
| Family / GP Consultation | Facebook, WhatsApp, walk-in referral | Within 24 hours | Reception |
| Men's Health Screening | Facebook, LinkedIn, referral | Within 24 hours | Reception |
| Corporate Wellness Enquiry | LinkedIn, email, direct outreach | Within 4 hours (B2B) | Business Owner / Manager |
| Aesthetics & Wellness | Instagram, Facebook, WhatsApp | Within 24 hours | Reception |
Pipeline Setup
- Create one pipeline per service category with appropriate stage names
- Set probability percentages per stage for revenue forecasting
- Configure pipeline views for each team role — reception sees general enquiries, coordinator sees sensitive categories
- Weekly pipeline review with Practice Manager — identify stalled leads and required follow-up
Automations
- Auto-assign incoming leads to correct team member based on service category
- Trigger WhatsApp or email acknowledgement within 5 minutes of new lead creation
- Automated follow-up reminder if no action taken on lead within 24 hours
- Post-consultation follow-up sequence — thank you message, review request (non-sensitive services only)
- Monthly re-engagement sequence for leads that did not convert
CRM Reporting
| Report | Frequency | Purpose |
|---|---|---|
| Lead volume by source and category | Weekly | Understand which channels drive most enquiries |
| Lead-to-booking conversion rate | Monthly | Measure effectiveness of follow-up process |
| Pipeline value and stage distribution | Monthly | Revenue forecasting and capacity planning |
| Response time compliance | Weekly | Ensure SLA targets are being met per category |
| Lost lead analysis | Monthly | Identify drop-off points and improve conversion |
Zoho CRM Protocols
- Every enquiry must be logged within 30 minutes of receipt — no exceptions
- Sensitive patient data must not be stored in CRM notes in plain text — use service category codes only
- All users must complete Zoho CRM onboarding before accessing live data
- Passwords must be unique per user — no shared login credentials
- CRM data is subject to POPI Act compliance — review data retention policy quarterly