Medshield Medical Scheme is all about making quality health cover accessible and affordable for South Africans.

Through smart, high-impact Meta paid advertising, we’ve not only met but also exceeded Medshield’s annual lead generation goal of 35,000+ leads, year after year. Our structured organic content strategy keeps Medshield’s audience engaged, informed, and connected, building brand awareness and trust across multiple platforms.

The challenge

Medshield needed a digital partner who could:

  • Generate high-quality leads through efficient, cost-effective paid advertising.
  • Boost brand visibility and drive meaningful engagement on social media.
  • Educate potential and existing members about their medical aid products and value-added services.
  • Manage a structured, strategic content calendar aligned with health trends and brand messaging.

At Coffee Creative, we ensure their message reaches the right people, in the right way, at the right time.

Strategy & Execution

Paid Performance Marketing

We design and execute high-converting Meta ad campaigns, ensuring every Rand spent delivers real results.

Our approach includes:

  • Lead Generation: Surpassing the 35,000 annual lead target consistently.
  • Targeted Advertising: Precision-focused campaigns tailored to specific age groups and demographics.
  • Product-Centric Messaging: Ads that highlight Medshield’s 8 different medical aid plans, making health cover choices clear and compelling.
  • KPI-Based Budgeting: Separate budget allocations to push additional goals, such as driving app downloads.

Organic Social Media Strategy

Every month, we craft a comprehensive social media content plan, delivering between 15-20 high-quality posts across six key content pillars:

  1. Health Days: Raising awareness with content aligned to the South African Government calendar.
  2. Campaigns: Quarterly initiatives designed to amplify Medshield’s key messages.
  3. Value-Added Services: Showcasing offerings like SmartCare, Medshield Mom, Medshield Movement, Medshield App, and Whatsapp Support Line.
  4. Products: Educating audiences on Medshield’s 8 different medical aid plans and their varying benefits.
  5. Brand Awareness: Reinforcing Medshield’s story, values, and identity.
  6. Special Days: Engaging audiences by celebrating key national and global events.

To keep everything running smoothly, we provide:

  • A detailed monthly social media matrix for strategic content planning.
  • Post-approval documents that are sent to Medshield ahead of each new content cycle.
  • Custom-designed social media artwork tailored to enhance engagement.

Ad-hoc content creation in response to trending topics or real-time updates.

Value-Added Content and Engagement

Beyond regular social media posts, we drive engagement through additional content initiatives, including:

  • Medshield Movement Workout Videos: Monthly fitness sessions with ambassador Mapule Ndhlovu, keeping audiences active and engaged.
  • Medshield Movement and Medshield Mom Articles: Informative health and wellness content that adds real value to Medshield’s community.
  • Podcasts: Monthly Medshield Connect episodes, hosted by Dr Fezile Mkhize, featuring in-depth discussions with Medshield executives healthcare and wellness experts.

Influencer and Ambassador Collaborations: Strategic partnerships that expand reach and credibility.

Results

Medshield’s digital presence has grown significantly through our data-driven approach. With 92.7K total fans (+13%), we’ve expanded their audience while generating 56.2M total impressions to strengthen brand awareness. Video content has performed exceptionally well, achieving 6.3M views (+72%), and our AI-enhanced acquisition strategy has delivered 52,170 total leads across social, Google, and web platforms. Medshield now holds a 21% share of voice in the digital healthcare space, reinforcing its position as an industry leader. By combining precise targeting, compelling content, and continuous optimisation, we ensure Medshield remains at the forefront of digital healthcare marketing.

Conclusion

At Coffee Creative, we believe great marketing is about more than just numbers. It’s about creating a meaningful brand presence. Our ability to blend high-impact paid performance marketing with engaging, consistent organic content keeps Medshield ahead of the game.

A goal-driven digital strategy is essential for brands looking to increase leads, strengthen engagement, and build long-term customer relationships. Let’s make it happen.

Let’s bring your vision to life.

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