They are tired and they are frightened.
Before they came to your website they asked an AI about the sore throat, and it offered cancer as one of the possibilities. Or the knee, and it offered a joint disorder. Nobody told them what to do with that. So at eleven at night they open their phone and go looking for a clinic near them.
“State of the art facilities. Next generation care. Patient centred approach. 24/7 services.”
They do not feel understood. They feel sold to.
And in this city they have a choice. A patient in Dubai is not assigned to anyone. Nothing holds them to your clinic except the sense that somebody there already understands what they walked in with.
I wrote a profile of a hospital in Al Ain last month. It opened with a two year old who had a cough and a mass in her chest that had pushed her heart across into the other side.
The bed count was in the piece. So were the accreditations, the certifications, the surgical volumes. A doctor reading it needs all of them. They came further down, once the reader had a reason to keep going.
Find the person the writing is for, and start there.
I went independent this month and I am taking on healthcare clients across the Gulf. My email is at the bottom of this page.