Category: Media Capability & Training  

Client: SEHA (Abu Dhabi Health Services)  

Format: Professional Development Seminar

Challenge 

SEHA sought to empower healthcare professionals -not marketers- with the tools to navigate an increasingly digital-first communication environment. Many internal stakeholders were unfamiliar with social media’s role in shaping public trust, managing online reputation, and delivering clear, empathetic health messaging. 

The challenge: build confidence and strategic literacy around digital presence and reputation without overwhelming participants with jargon, platform complexity, or one-size-fits-all content tactics.

What We Did 

We designed and facilitated a tailored seminar built around clarity, strategy, and contextual relevance. The program structure reflected five key modules, each blending expert input, real-life case studies, peer activities, and guided group reflection:

• Reframed social media as a healthcare tool, highlighting risks and opportunities through international examples

• Introduced message design principles, audience segmentation, and platform selection with hands-on group exercises

• Taught reputation management tactics using live roleplay, scenario response mapping, and do/don’t comparisons

• Led a content creation workshop focused on accessibility, credibility, and emotional literacy

• Closed with strategic messaging practices tailored to SEHA’s context, highlighting empathy, cultural nuance, and responsiveness

Throughout, we emphasized healthcare-specific sensitivities: patient confidentiality, regulatory awareness, and the emotional weight of public health narratives.

Impact 

Participants left with a stronger grasp of social media as both a reputational asset and a public health amplifier. Confidence levels increased around creating content, responding to criticism, and managing institutional tone across channels. Several teams began applying seminar frameworks to update messaging templates, refine engagement strategies, and brief their communication departments on internal alignment.

The seminar created not just skills, but strategic ownership of digital identity within healthcare roles.

Takeaway 

In healthcare, clarity builds comfort and tone builds trust. When professionals see communication as care, their messages start healing before the medicine does.