Everything a hospital has. None of the hospital.
For the Al Sahafa branch in Riyadh, MAZ NEXA proposes a focused monthly campaign: refined creative, precision-targeted digital advertising, and messaging built on what actually separates My Clinic — 27 specialties and same-visit diagnostics under one roof. The objective is commercial, not cosmetic: qualified patient interest and booked appointments.
Engagement at a glance
The capability is real. The market just cannot hear it.
My Clinic is a premium outpatient group founded in 2017, running six branches — five in Jeddah plus Al Sahafa in Riyadh — with 390 doctor profiles live on its own directory. Awareness in Jeddah is real. Almost none of that scale reaches the market as a reason to choose it. The gap is executional, not structural.
The capability is invisible
The site says “27 specialties”. It never says that radiology, laboratory, pharmacy and physiotherapy sit in the same building — the one thing that separates My Clinic from a standalone clinic.
The paid journey leaks
The ads landing page renders 390 doctor cards that cannot convert, and its form asks Name, Phone and City — never branch or specialty, the two fields that decide routing and lead quality.
Nothing is attributed
One unified number across six branches means no call can be attributed to a campaign, branch or keyword. WhatsApp runs with no conversion event. All three conversion routes work — none of them are measured.
The app contradicts the promise
50K+ installs, but 3.7 stars on iOS and 3.8 on Android, with repeat complaints about unavailable slots and refunds that never arrive.
Riyadh is under-built
Only 74 of 390 doctors sit in Riyadh — 19% of supply in the Kingdom’s most expensive search market, and the market Al Sahafa competes in.
Publishing is thin
1,845 Instagram posts against roughly 4,000 for the two category leaders — even though each My Clinic post earns more followers than either of them.
Four objectives that drive every decision in this campaign.
Make the capability famous
Move from “a clinic” to “hospital-grade outpatient care” — 27 specialties, 390 consultants, same-day diagnostics.
Build Riyadh deliberately
Riyadh holds only 19% of doctor supply. Concentrate on the Al Sahafa branch and a local search programme around it.
Fix the conversion path
Rebuild the paid path around branch and specialty, with call, WhatsApp and form measured as conversion events.
Close the cadence gap
18 creative assets a month on a disciplined calendar — because each My Clinic post already works about 46% harder than the leader’s.
The opportunity
Outpatient is the largest slice of a USD 71B market and its fastest-growing segment at 6.75% CAGR. 47.4% of Saudi patients already book digitally. The hospital groups are strong on brand and weak on outpatient specificity — that gap is the opportunity.
Sell the building, not the appointment.
Every competitor advertises a booking. My Clinic can advertise the building where the consult, the scan and the prescription all happen in one visit.
Prove the capability
27 specialties, and on-site diagnostics: radiology, laboratory, pharmacy and physiotherapy.
Own specialty-plus-city search
Five specialties carry 228 of the 390 doctors — and they are what patients actually search.
Localise to the branch
Al Sahafa is marketed as a local business in its own district, against “near me” intent, not as a generic national brand.
Access without friction
Same-day diagnostics and evening slots. Speed of access is the product, not a feature.
Proof over claim
CBAHI accreditation, Bupa direct access in Riyadh with no prior approval, and published consultant credentials — all carried into paid creative.
The app as the retention layer
Booking, payment and results in one place — answering the published complaints directly and turning installs into repeat visits.
Five tabs — from the market to the money.
Outpatient is the centre of gravity, not the overflow.
Outpatient is already the largest single segment of Saudi healthcare and is growing faster than every other end-user category. Vision 2030 is pushing volume downward: low-acuity procedures are being moved out of hospitals into clinics — exactly the model My Clinic already runs.
Vision 2030 & the Health Sector Transformation
- Care is moving out of hospitals. The programme shifts low-acuity diagnosis and day procedures into clinics and ambulatory centres.
- Private delivery is being scaled on purpose. A 35% private-share target sends demand to operators who can prove quality — CBAHI accreditation and payer partnerships become commercial assets.
- 295 hospitals and 2,259 health centres are earmarked for privatisation by 2030.
- The patient relationship is digital-first. Sehhaty at 31M users and Seha Virtual Hospital at 16M+ consultations have trained patients to expect booking and records in an app — which makes a 3.7-star app a liability.
How Saudi patients actually choose a clinic
- Digital booking is the default expectation — ahead of records, prescriptions and messaging.
- Trust is built before contact. Reviews, credentials and specialty depth are checked on Google and Instagram before a call is placed.
- Conversion still happens on the phone. Call and WhatsApp remain the closing channel — which makes response time, not ad spend, the real constraint on cost per appointment.
- Proximity decides the branch. With six branches across two cities, the winning campaign is not one campaign but a set of local ones — and this proposal begins with Al Sahafa.
- Insurance does the qualifying. Payer networks and direct-access arrangements — like My Clinic’s Bupa relationship in Riyadh — decide the shortlist before the patient ever searches.
Same-day, one-roof care
Consult, imaging, labs and pharmacy in a single visit — patients increasingly refuse multi-site journeys.
Doctor-led discovery
Patients search the consultant, not the facility — named-doctor pages outrank brand pages.
Payer-driven shortlisting
Insurance rules pre-filter the choice set — Bupa direct access is a differentiator patients never hear.
Chronic-care continuity
Diabetes and endocrine demand is structural, not seasonal — retention economics beat acquisition economics.
The hospital groups treat outpatient as an annex.
Competitive intensity is HIGH: Jeddah and Riyadh private healthcare is contested by hospital groups with far bigger brand budgets. But every one of them is a hospital first — and in the outpatient conversation specifically, My Clinic is already the largest voice.
Fakeeh Care
The highest-authority private healthcare brand in Jeddah, extended into Riyadh, Madinah and Dubai. Communication is hospital-led and published at high volume in both languages.
Saudi German Health
11 hospitals across four countries, the highest publishing cadence in the set, run with per-city accounts: 63K in Jeddah and 57K in Riyadh.
Dr. Sulaiman Al Habib (HMG)
The most commercially mature private healthcare group in the Kingdom and the dominant player in Riyadh — exactly where Al Sahafa competes. Its app is the category benchmark.
Andalusia Health
A Jeddah-rooted operator running hospitals and clinics across the Western Region, communicating through per-hospital accounts rather than a single group voice.
Measured, not assumed.
Every figure below was pulled from the live accounts on 23 August 2026. My Clinic is 4th on followers and 1st on efficiency.
| Account | Followers | Posts | Followers per post | What it means |
|---|---|---|---|---|
| My Clinic | 44K | 1,845 | 23.8 | Highest in the set — each post works about 46% harder than Fakeeh’s. |
| Fakeeh Care | 65K | 3,980 | 16.3 | Largest scale, lowest efficiency — reach bought with volume. |
| Saudi German Health — Jeddah | 63K | 4,048 | 15.6 | Very high cadence at diminishing returns. |
| Saudi German Health — Riyadh | 57K | 4,512 | 12.6 | Most posts, least efficient in the set. |
| DSF Medical Center outpatient arm | 9.1K | 643 | 14.2 | Fakeeh’s outpatient arm — just 14% of the parent account’s scale. |
| Andalusia Group | 2.2K | 260 | 8.6 | Minimal central presence across fragmented accounts. |
The conclusion: My Clinic is not losing on content quality — it is losing on volume. Doubling output closes most of the follower gap without touching media budget. Source: Instagram public profiles, 23 August 2026.
Where My Clinic stands today.
Strengths
- 390 listed consultants across 27 specialties
- In-house radiology, laboratory, pharmacy and physiotherapy
- Six branches spanning Jeddah and Riyadh
- CBAHI accreditation at Al-Muhammadiyah
- Bupa direct access in Riyadh — no prior approval
- 50K+ app installs and 44K Instagram followers
Weaknesses
- App ratings 3.7 / 3.8 against a 4.5 benchmark
- No call, WhatsApp or form attribution
- The landing form omits branch and specialty
- Cadence under half the leaders
- Riyadh holds only 19% of doctor supply
- No specialty-plus-city or branch landing pages
Opportunities
- Outpatient is the fastest-growing segment at 6.75% CAGR
- 47.4% of Saudi patients already book digitally
- Hospital groups field weak outpatient sub-brands
- Six Google Business Profiles are untapped inventory
- A corporate line via the Bupa relationship
Threats
- Hospital groups outspending and out-publishing 2:1
- Insurer and aggregator journeys intercepting demand
- Seha and Sehhaty compressing low-acuity demand
- Rising CPCs in Riyadh healthcare search
- Negative app reviews visible at the decision moment
Four people every message is written for.
Nouf — the family health gatekeeper
- Paediatrics, vaccinations, dentistry
- Short waits, female practitioners on request
- Searches a specialty plus her district
- Discovers on Instagram, books by WhatsApp
- Is Riyadh as complete as Jeddah?
- One visit. Consult, lab and pharmacy in the same building.
Faisal — the time-poor professional
- ENT, dermatology, orthopaedics
- Evening slots that actually start on time
- Searches on mobile at the moment of need
- Converts by WhatsApp, not by phone
- Will I be seen at the time I booked?
- Evening appointments — and the scan happens the same visit.
Abdulrahman — the chronic-care patient
- Endocrinology, internal medicine, nutrition
- The same consultant, one medical file
- Attends every 8–12 weeks; highly loyal once trusted
- Uses the app for reports and repeats
- Will I see the same consultant every time?
- 33 endocrinology consultants, one file, one coordinator.
Hanan — the corporate health buyer
- Annual check-ups, flu programmes, pre-employment screening
- Coverage in both cities
- Researches on LinkedIn and by referral
- Evaluates accreditation, capacity and reporting
- Can you screen 400 staff in one cycle?
- CBAHI-accredited, Bupa-connected, six sites — one contract.
The awareness stage decides the message — not the platform.
Every campaign is assigned an awareness stage. The stage decides the hook, the format and the KPI.
| Awareness stage | What the patient believes right now | The message that moves them |
|---|---|---|
| Unaware | A clinic is where you go when a hospital is too much. Routine care can wait. | Outpatient is 32.8% of Saudi healthcare and the fastest-growing segment. The care moved. |
| Problem aware | I need a specialist, the wait is the problem, I will end up at a hospital. | 27 specialties, 390 consultants, evening slots. The specialist is not the bottleneck. |
| Solution aware | I know clinics like this exist. I do not know why this one is different. | Consult, MRI, blood work and pharmacy in one visit, one building, one day. No second site. |
| Product aware | I have seen My Clinic. I am unsure about cost, insurance and quality. | CBAHI accredited. Bupa direct access in Riyadh, no prior approval. Named consultants, published credentials. |
| Most aware | I am already a patient. Booking is the friction, not the decision. | Book, pay, get results and speak to your doctor in the app. One file, one coordinator. |
| Lapsed | I went once. Something went wrong and I did not go back. | A direct answer to the three published app complaints: real availability, a registration that completes, refunds on time. |
Where each figure comes from.
- Saudi market size and growth — USD 71B in 2026 to USD 105B by 2031 at 6.70% CAGR; outpatient share 32.8% / USD 18.7B compounding at 6.75%. Mordor Intelligence, 2026
- KSA healthcare providers — market structure and segment behaviour. Research & Markets, KSA Healthcare Providers
- Digital health adoption — 47.4% of patients book digitally; 86% of Saudi health apps ship with booking. MDPI Healthcare 2024; MOH; mHealth review 2025
- Privatisation pipeline and Vision 2030 — 295 hospitals and 2,259 health centres by 2030; a 35% private-share target. Vision 2030 Health Sector Transformation Programme
- Share of voice and competitor figures — followers, posts and per-post efficiency for each account. Instagram public profiles, pulled 23 August 2026
- My Clinic’s own assets — 390 doctor profiles, 27 specialties, six branches, app ratings, and the audit of the paid landing page. My Clinic corporate site, ads landing page and both app stores — August 2026
Everything a hospital has. None of the hospital.
The paid strategy rests on one argument, repeated in every format and both languages, until the market can finish the sentence: one building holds the consultant, the scan, the blood work and the pharmacy — so care that takes three visits takes one.
One visit instead of three
Consult, imaging and laboratory work completed in a single appointment window, so a diagnosis does not cost three separate days.
The relief of finishing
Walking out with the diagnosis and the results in hand — no second appointment, no second site.
Specialty depth + in-house diagnostics
27 specialties and 390 consultants, with radiology, laboratory, pharmacy and physiotherapy inside the building.
Value to the patient
Fewer visits, fewer days off work, one medical file, one coordinator — and faster answers.
Proof carried in the ad
CBAHI accreditation and Bupa direct access in Riyadh with no prior approval — in the ad itself, not just on the page.
Brand alignment
Consistent with the existing premium navy identity and the “exceptional care, delivered seamlessly” promise already live.
Three distinct, actionable stages.
reach, video views and link clicks — the widest possible coverage of the target audience
everyone who viewed or engaged with the awareness ads, or visited the landing page
conversion and in-platform lead-form ads — the objective is a booked appointment
Campaign details — as set out in the scope of work
Duration: ongoing / monthly · Types: awareness, engagement and conversion (bookings) · Number of campaigns: 2 per month · Audience location: Riyadh — KSA · Number of platforms: up to 3 · Recommended platforms: Instagram, TikTok, Snapchat, Meta Ads · Ad copy languages: Arabic & English · Landing page: provided by the client, or direct booking links.
Each platform’s role, its formats and the metric it is judged on.
Three platforms are in scope in any given month. The four below are the recommended set to choose from, each with a defined role and a single primary KPI.
| Platform | Role in the funnel | Primary formats | Primary KPI | Budget share |
|---|---|---|---|---|
| Instagram / Meta | Build the one-roof argument and retarget non-converters — the strongest owned audience in the category. | Consultant reels, facility walk-throughs, carousels, lead ads | Cost per qualified lead | 45% |
| TikTok | Top-funnel reach and explanation for people who have never heard of My Clinic, weighted to Riyadh. | Short vertical explainers, myth-busting, behind-the-scenes | Cost per view, assisted leads | 24% |
| Snapchat | Cheap local reach around the Al Sahafa catchment, tuned to the local school and working day. | Vertical ads, radius targeting, geofilters | Cost per reach, assisted leads | 19% |
| Google & YouTube | Capture existing intent — specialty, branch and “near me” queries — and build consultant authority. | Responsive search ads, call and location extensions, in-stream and bumper ads | Cost per booked appointment | 12% |
The budget shares above are the advertising-spend allocation from the indicative media plan below. They are not MAZ NEXA’s fees and are not paid to MAZ NEXA. See the Delivery & Commercial tab for the fee breakdown.
What can be bought on each platform.
Instagram & Facebook
- Ad types: awareness, engagement, traffic, conversion, lead generation, video views
- Ad assets: static, video, carousel
- Stories & Reels: the same objectives, with static and video assets
TikTok
- Ad types: awareness, engagement, traffic, conversion, lead generation, video views
- Spark ads — boosting an existing post under the account’s own identity
- Ad assets: video
Snapchat
- Ad types: awareness, engagement, traffic, conversion, video views
- Radius targeting around the branch catchment
- Ad assets: static, video, geofilters
Google & YouTube
- Search: text, dynamic and call ads — awareness, traffic, conversion, lead generation
- Display: static, GIF and video
- YouTube: skippable and non-skippable in-stream, in-feed video and bumper ads
An indicative advertising-spend plan.
The table below is the media plan set out in the technical proposal, shown as an allocation with its original figures at a total budget of SAR 720,000. That budget is My Clinic’s own advertising spend, paid directly from its own ad account — it is not part of MAZ NEXA’s fees. The percentages are what get approved first; actual spend is then scaled to the monthly budget agreed.
| Share | Platform | Objective | Spend (SAR) | CPM | Impressions | Clicks | CPC | CTR |
|---|---|---|---|---|---|---|---|---|
| 10% | Awareness — reach | 72,000 | 12 | 6,000,000 | 36,000 | 2 | 0.60% | |
| 8% | TikTok | Awareness — reach | 57,600 | 18 | 3,200,000 | 19,200 | 3 | 0.60% |
| 5% | Snapchat | Awareness — reach | 36,000 | 60 | 600,000 | 3,600 | 10 | 0.60% |
| 2% | Google & YouTube | Awareness — search visibility | 14,400 | 25 | 576,000 | 2,880 | 5 | 0.50% |
| 10% | Consideration — engagement | 72,000 | 25 | 2,880,000 | 12,000 | 6 | 0.42% | |
| 6% | TikTok | Consideration — video views | 43,200 | 22 | 1,963,636 | 8,640 | 5 | 0.44% |
| 4% | Snapchat | Consideration — engagement | 28,800 | 80 | 360,000 | 2,057 | 14 | 0.57% |
| 5% | Google & YouTube | Consideration — traffic | 36,000 | 60 | 600,000 | 3,000 | 12 | 0.50% |
| 25% | Lead generation | 180,000 | 200 | 900,000 | 10,000 | 18 | 1.11% | |
| 10% | TikTok | Lead generation | 72,000 | 130 | 553,846 | 2,400 | 30 | 0.43% |
| 10% | Snapchat | Lead generation | 72,000 | 130 | 553,846 | 2,400 | 30 | 0.43% |
| 5% | Google & YouTube | Lead generation | 36,000 | 50 | 720,000 | 2,400 | 15 | 0.33% |
| 100% | Total | 720,000 | 68 | 18,907,329 | 104,577 | 6.88 | 0.55% | |
Read this plan as an allocation, not a commitment
The CPM, CPC and CTR figures above are planning estimates based on platform benchmarks — they are not guaranteed results. Actual costs move with auction, season and competition in Riyadh healthcare search. This plan was also built at whole-brand level: it must be rescaled to the actual monthly budget for Al Sahafa before launch, keeping the allocation percentages.
Four thematic clusters — Arabic first.
Saudi healthcare search is overwhelmingly Arabic and overwhelmingly mobile. Each ad group is built around one cluster, with ad copy that mirrors the language of the query itself.
Brand & branch
Specialty + city intent
Diagnostics & in-house services
Access, insurance & service
Eight steps, repeated every month.
Define goal & audience
Goal: booked, attended appointments. Audience: the four personas within the Al Sahafa catchment.
Campaign objective
Capacity fill by specialty, day and daypart.
Choose the platform
Up to three platforms a month from the recommended set, chosen against that month’s objective.
Ad creative
Consultant-led vertical video and one-roof proof — paired with impactful copy.
Ad format
Single image, carousel, reels and lead ads — sized per platform.
Set the budget
A daily or lifetime budget, split across the three funnel stages per the media-plan allocation.
Launch
With call and WhatsApp tracked as conversion events from day one.
Monitor & optimise
Weekly review against cost per appointment, adjusting creative, copy, ad type and budget.
Eighteen creative assets every month — not a promise of effort.
The account is under-published, not under-performing: each My Clinic post earns about 46% more followers than the category leader’s. So the scope commitment is countable, not a form of words.
Creative design and content management — in full.
Content strategy
- A monthly content calendar aligned to the My Clinic brand identity, setting out what will be published and when
- Consistent communication across all managed platforms
- Every campaign assigned to one awareness stage, which decides the hook and the format
Content production
- 10 static creatives a month — custom-designed posts with clear, visually appealing messages
- 5 animated creatives a month — motion visuals that boost engagement
- 3 short reels a month — short, high-impact video
Captions & hashtags
- Concise, relevant captions crafted for each post
- Strategic Arabic hashtags to improve reach and visibility
- All copy in Arabic and English
Posting & scheduling
- Publishing across the selected platforms in line with the approved content calendar
- Timing driven by audience behaviour, not scheduling convenience
Community management
- Daily interactions: replies to comments, messages and DMs
- Oversight by a dedicated account manager handling daily operations
- Conversion happens on phone and WhatsApp — so response time is part of the scope, not an extra
Measurement & reporting
- A comprehensive monthly report (PDF/slides) covering key metrics
- Hashtag effectiveness, audience engagement, follower growth and strategic recommendations
- A live dashboard with automated updates on content performance and insights
What My Clinic actually publishes — and what it does not publish today.
Today’s content is dominated by doctor introductions, specialty announcements and awareness days. It is clean, institutional and reassuring — but informational rather than persuasive, and objections (wait, price, insurance) are never addressed. The five pillars below close that gap.
One roof
Consult, scan and pharmacy in a single continuous take. The least-published format — and the one argument no competitor can follow.
The consultant answers
One specialist, one condition, sixty seconds — built on questions patients actually search. The format that performs in Saudi health content.
Access & insurance
Bupa direct access, CBAHI accreditation, evening slots and “what to bring”. Objections answered head-on instead of ignored.
Al Sahafa, locally
The branch as a local business in its own district: hours, parking, proximity, and which consultants are available this week.
Myth-busting
What actually requires a hospital and what does not. This is the pillar that moves “unaware” to “problem aware”.
Continuity & chronic care
The same consultant, one file, one coordinator — aimed at the highest-lifetime-value segment.
Same brand, a different job on each channel.
| Platform | Scale today | Role in this engagement | What changes |
|---|---|---|---|
| 43.5K | The lead channel — the strongest owned audience in the entire category. | Double the cadence, and shift reels from doctor announcements to answers to questions patients search. | |
| TikTok | 12.8K | The biggest untapped format fit — explanation and myth-busting for an audience that has not heard of My Clinic. | From dormant to regular: sixty-second vertical explainers from named consultants. |
| Snapchat | — | Local reach around the Al Sahafa catchment, tuned to the school and working day. | Primarily a paid channel here — radius targeting rather than follower building. |
| 22K | A reinforcement and retargeting layer beneath Instagram inside Meta Ads Manager. | Stays largely mirrored from Instagram — it does not warrant separate production. | |
| 163K | The group’s strongest B2B asset and its least used — the corporate line’s channel. | Out of scope in this engagement today; noted because it is the clearest next opportunity. |
Follower figures pulled from the public profiles on 23 August 2026. The platform-management scope covers all platforms as set out in the scope of work; the paid campaigns are limited to up to three platforms a month.
One monthly approval cycle — no surprises.
What we own
- Strategy and calendar — what is published, when, on which platform and for which awareness stage.
- Creative production — all 18 assets a month: design, motion, edit, sound and subtitles.
- Copy in both languages — captions and ad copy written natively in Arabic and English, not translated.
- Publishing and community — posting and daily replies, under a dedicated account manager.
- Campaign management — setup, targeting, daily optimisation, budget pacing and retargeting.
- Measurement — the monthly report and the live dashboard.
What we need from you
- One contact with authority to approve the calendar, designs and ad copy.
- Administrator access to the existing social accounts and the ad account.
- Brand guidelines, brand assets and branch photography.
- Consultant availability — a short monthly filming window for doctor content and reels.
- The landing page or booking links the campaigns point to, with the booking path confirmed.
- The media budget inside My Clinic’s own ad account — spent directly, not paid to MAZ NEXA.
One monthly report, and a live dashboard in between.
Performance report
- Key metrics across all managed platforms
- Hashtag effectiveness and reach performance
- Audience engagement and follower growth
- Campaign results against their stated objectives
- Strategic recommendations for what changes next month
Live dashboard
- Automated, real-time updates on content performance
- Live campaign performance against the previous month
- Insights that surface what is working before the month ends
- Direct access for the My Clinic team at any time
Today’s conversion routes are unmeasured: one unified number across six branches, and WhatsApp with no conversion event. The dashboard keeps performance continuously visible — so budget can move toward what actually converts, instead of waiting a month for a report.
From access to the first booked appointment — then the same rhythm every month.
The engagement is monthly and ongoing, with no minimum term. The purple and blue rows below happen once, at kick-off; the green and amber rows are the recurring monthly cycle that runs continuously for as long as the service is live.
What is in scope — and what is not.
Included in the monthly fee
- A monthly content calendar aligned to the My Clinic brand identity
- 10 static, 5 animated and 3 short reel assets every month
- Caption writing and strategic Arabic hashtags for every post
- Posting and scheduling across all managed platforms
- Daily community management under a dedicated account manager
- 2 digital campaigns a month — awareness, engagement and conversion — across up to 3 platforms
- Ad copy in Arabic and English, targeting, daily optimisation and budget pacing
- A monthly performance report (PDF/slides) + a live dashboard
- All deliverables in bilingual format — Arabic and English
- Up to 2 design revisions within the agreed scope and timeline
Not included in the monthly fee
- Paid media budget — spent directly from My Clinic’s own ad account
- Professional on-site photography and video production shoots
- Landing-page builds, website development or booking-path engineering
- SEO, the local search programme and Google Business Profile work
- App store optimisation and the ratings-recovery programme
- Branding development, collateral design or strategy workshops
- Influencer fees, sponsorships or any third-party costs
- The corporate B2B line and LinkedIn campaigns
Everything in the right-hand column is available as a separate service and priced separately. Those that are one-time items (video production, branding, collateral, workshops) are settled 100% upfront before the service begins, per the payment terms below.
One monthly fee — and exactly what it covers.
The item below is exactly as set out in the commercial proposal dated 24 August 2026: one monthly service. Under it we have itemised everything that fee covers, with quantities — so nothing in the scope is left to interpretation. All figures are calculated on a one-month basis.
| Item | Quantity | Price (SAR) | Total investment (SAR) |
|---|---|---|---|
| Digital marketing campaignsSAR 15,000 a month — campaign management, creative design, community management and reporting | Monthly | 15,000 | 15,000 |
| Campaign strategy & funnel buildawareness → retargeting → conversion, with a distinct objective and KPI per stage | 3 stages | 1,200 | included |
| Campaign setup & structuringcampaign and ad-set build, platform objectives and tracking configured | 2 / month | 900450 / campaign | included |
| Ad copy in Arabic & Englishad copy written natively in both languages, for every campaign and platform | up to 3 platforms | 800 | included |
| Audience targeting & segmentationage, interests, behaviour and lookalike audiences within the Al Sahafa catchment | Riyadh — KSA | 800 | included |
| Daily optimisation, pacing & retargetingcontinuous monitoring with creative, copy and budget adjustments against cost per appointment | daily | 1,700 | included |
| Workstream A · campaign management | 5,400 | of the 15,000 | |
| Content strategy & monthly calendara calendar aligned to the My Clinic identity, setting what is published, when and on which platform | 1 calendar / mo | 700 | included |
| Static creativescustom-designed posts that follow the My Clinic identity and deliver a clear, visually appealing message | 10 / month | 2,500250 / asset | included |
| Animated creativesmotion-based visuals designed to boost engagement through dynamic storytelling | 5 / month | 2,000400 / asset | included |
| Short reelsshort, high-impact video: concept, edit, sound and Arabic/English subtitles | 3 / month | 1,650550 / reel | included |
| Caption writing & hashtagsconcise captions per post with strategic Arabic hashtags to improve reach | 18 posts / month | 350 | included |
| Workstream B · creative design & content production | 7,200 | of the 15,000 | |
| Posting & schedulingpublishing in line with the approved calendar, timed to audience behaviour | all platforms | 450 | included |
| Community managementdaily replies to comments, messages and DMs — the actual closing channel | daily | 700 | included |
| Dedicated account manageroversight of daily operations and a single point of contact for My Clinic | ongoing | 750 | included |
| Monthly performance reportmetrics, hashtag effectiveness, engagement and follower growth + strategic recommendations | 1 report / mo | 350 | included |
| Live dashboardautomated, real-time updates on content performance and insights | always on | 150 | included |
| Workstream C · community, account management & reporting | 2,400 | of the 15,000 | |
| Subtotal (monthly, excl. VAT) | 15,000 | ||
| VAT 15% | 2,250 | ||
| Grand total (SAR / month) | 17,250 | ||
The figures in the price column show how the monthly fee is allocated across its components, weighted by production effort and quantity — not divided evenly. The three workstreams add up exactly to the monthly fee: 5,400 + 7,200 + 2,400 = SAR 15,000. They are shown for transparency and are not severable prices: the components are scoped and delivered together as one service.
Advertising spend is not included — and is not paid to MAZ NEXA
The fees in the table above cover MAZ NEXA’s professional services only. Any paid media budget — the amount spent on Instagram, TikTok, Snapchat, Meta, Google or YouTube — is not included in these prices, is not invoiced or received by MAZ NEXA, and is not guaranteed by us in any form. That budget is spent directly from My Clinic’s own advertising account and remains My Clinic’s sole responsibility, borne entirely by My Clinic. The same applies to influencer fees or any third-party costs. The media plan in the Campaign & Media tab is an indicative allocation of that budget, not a commitment to it.
What is invoiced, and when.
Applying the payment terms below: monthly services are settled monthly, based on project continuity and that month’s deliverables. This engagement contains no one-time items requiring an upfront payment.
| Stage | What it covers | Net (SAR) | VAT 15% (SAR) | Payable (SAR) |
|---|---|---|---|---|
| End of each month rolling, for as long as the service continues | 18 creative assets + 2 campaigns + community management + report + dashboard | 15,000 | 2,250 | 17,250 |
| Payable every month (SAR) | 15,000 | 2,250 | 17,250 | |
The engagement is monthly and ongoing: no one-time setup fee, no minimum term and no committed number of months. Every month is invoiced at SAR 15,000 net + SAR 2,250 VAT = SAR 17,250, settled at the end of that month based on project continuity and that month’s deliverables — renewing monthly unless stopped.
Payment terms and stated assumptions.
Payment terms
- Monthly services (social media management & monthly performance marketing): settled monthly, based on project continuity and that month’s deliverables.
- One-time services (workshops, strategy development, photo/video production, branding or collateral design): settled 100% upfront before the service begins — none are included in this engagement.
- All prices are exclusive of VAT; 15% is added on invoice.
- All deliverables are provided in bilingual format (Arabic & English).
- The scope includes up to 2 design revisions within the agreed scope and timeline.
- Fully compliant with ZATCA VAT (15%), the PDPL and Saudi commercial law.
What this proposal assumes
- Administrator access to the existing accounts and ad account is granted before month one begins.
- The landing page or booking links are provided by the client — landing-page builds are not in scope.
- Approval within 5 working days on the calendar, designs and ad copy — otherwise the publishing schedule shifts by the same amount.
- The media budget is funded inside My Clinic’s own ad account before any campaign launches.
- Consultant availability for a short monthly filming window for doctor content and reels.
- The figures in the Market and Campaign tabs are planning estimates from published sources and live accounts — they are not guaranteed results.
Who works on the My Clinic account.
What we have done in comparable situations.
Invisalign
A B2B growth strategy targeting dental and medical professionals to become approved consultants. Social and search campaigns, Arabic and English landing pages, full platform management, and lead-generation ads with A/B testing. A 12-month trial extended into a wider engagement across multiple geographies.
Audi (Ali & Sons)
A two-month advertising campaign encouraging prospects to book test drives — a high-intent action, exactly as a booked appointment is for My Clinic.
Specialized by STC
A localised SEO campaign, with HubSpot CRM implementation, customer segmentation, and live performance dashboards monitoring results across stages — the same live-dashboard model included in this engagement.
Jahez
High-volume creative production on rapid request cycles and frequent updates, maintaining visual consistency across many categories and brands — the same discipline the 18-assets-a-month commitment requires.
About MAZ NEXA
MAZ NEXA is a joint venture between the international growth agency NEXA and the Saudi-based group MAZ Holding, with over two decades of experience across local, regional and international markets: 180+ in-house digital marketing specialists, 5 global locations, 300+ active clients, and a place in the top 1% of HubSpot partners globally. Winner at the MENA Search Awards for Best Use of Search, Best Integrated Digital Marketing Campaign and Best Local Campaign, and ISO 9001 certified.
What you receive every month
How we begin.
Review this proposal and confirm the SAR 15,000 monthly item and the start date for month one — the service is monthly and rolling, with no minimum term.
Approve the monthly media budget for Al Sahafa and rescale the media-plan allocation to it — the three funnel stages are built on that number.
Nominate one contact at My Clinic with authority to approve calendars, designs and ad copy.
Grant administrator access to the existing accounts and ad account, hand over brand guidelines and branch photography, and confirm the landing page or booking links.
Issue the PO or contract — immersion and the social audit begin within five working days of signature, so the first campaign launches inside month one.
MAZ NEXA Digital Advertising & Marketing Company · Al Imam Saud Ibn Abdul Aziz Branch Rd, Almasiaf, Riyadh 12465, Saudi Arabia · support@maznexa.sa · www.maznexa.sa — Prepared for My Clinic on 24 August 2026 and valid for 30 days. All prices in Saudi Riyals, exclusive of VAT unless stated otherwise.