Clinical excellence for your eyes
NEW THINKING
In a sector traditionally focused on technique and medical products, APPLE TREE proposed a different approach: humanising clinical excellence.
Applying NEW THINKING, the challenge was to translate Clínica Rementería’s medical rigour and technological innovation into a positioning that felt relevant, approachable, and distinctive, capable of connecting emotionally with patients without ever compromising scientific credibility.
INVESTIGACIÓN & INSIGHT
Strategic analysis revealed a clear insight:
Visual health is not perceived solely as a medical service, but as a fundamental part of people’s quality of life. Through the study of user digital behaviour, analysis of the ophthalmology sector, and an in-depth understanding of the clinic’s internal culture, a clear opportunity emerged: to build a brand that integrated clinical excellence, continuous innovation, and genuine human care, an approach rarely developed in a truly holistic way within the category.
ESTRATEGIA & CREATIVIDAD
Building on this insight, APPLE TREE defined Clínica Rementería’s new positioning around the concept:
“Clinical excellence for your eyes.”
A strategic territory that reflects the clinic’s approach to ophthalmology, anchored in three core pillars:
- Commitment to medical excellence
- Personal, human care and guidance
- A distinctive clinical culture rooted in rigour and innovation
Creatively, this positioning was expressed through a clear, honest, and approachable narrative, designed to live consistently across all of the brand’s digital touchpoints.
PLANIFICACIÓN
- Defined and developed the clinic’s new brand positioning.
- Led a complete rebrand and website redesign, with a strong focus on user experience and SEO.
- Shaped the brand’s new digital strategy.
- Developed a tailored media plan.
- Managed and activated social media channels (Instagram and TikTok).
- Launched TikTok as a new social territory for the brand.
- Created informative, educational, and engaging content.
- Delivered UGC activations and paid media campaigns.
IMPACTO
The new strategy enabled Clínica Rementería to evolve from purely informational communication into a brand with a distinctive digital voice, strengthening its position as a reference in ophthalmic health.
The launch of TikTok marked a significant milestone, bringing the clinic closer to new audiences through accessible, dynamic language aligned with social trends, while maintaining the medical rigour that defines the brand.
