Case Studies / Medical Wings
Medical Wings asked IFC to build a medical tourism business from nothing and run it. IFC built the patient platform, signed partner clinics and travel agencies, generated demand in Saudi Arabia, and moved the operation from Turkey to Dubai when regulation changed. Twelve patients have been treated, on total media spend of AED 2,070.
A patient considering a hair transplant or dental work abroad has to believe the clinic is licensed, that someone will handle the trip, and that the price is fair. Medical Wings started with none of that: no platform, no partner clinics, no content, no patient pipeline, and no operating process.
The brief was not a media retainer. It was to build the business and operate it through the first treated patient.
Clinics do not sign with a facilitator that has no patients, and patients do not trust a facilitator that has no clinics. The platform had to look established before either side existed.
Later, regulatory changes in Turkey meant the clinical side could not stay there. The business had to move country without rebuilding the acquisition engine.
What converted was narrow: Saudi patients, and two treatment lines, hair transplant and dental. Eight categories stayed on the site. The budget went only to the two that converted.
Aggregated from the shared lead sheet. No patient names, numbers, or emails are published.
| Patients treated | 12 (7 in Dubai, 5 in Turkey) |
|---|---|
| Lines that converted | Hair transplant, dental |
| Total media spend | AED 2,070 |
| Media cost per treated patient | AED 173 |
| Largest campaign | About 200 enquiries in 7 weeks, 86% from Saudi Arabia |
| Destination change | Turkey to Dubai, March 2026 |
Treatment revenue and partner commissions are not disclosed. Media cost per treated patient uses media spend only. It does not include IFC’s operating scope. The next outreach is WhatsApp-first, with agreed response times, and a check that the patient will travel before the lead is handed over.