Rayane Hammoud
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01 · Azoury IVF Clinic · Healthcare — fertility · Lebanon & Iraq

Fertility education, briefed with the treating physicians.

In eight months the account published 133 posts, 91 Reels and 764 stories, and took Facebook engagements to 47.2K and saves up 271%. It is the only account here with published analytics.

Azoury IVF Clinic treats patients in Lebanon and Iraq, and most of that audience reads Arabic. Fertility is a subject people research privately and ask about carefully, so the account had to make complex clinical topics understandable without ever overstating what treatment can do.

Client
Azoury IVF Clinic
Sector
Healthcare — fertility
Markets
Lebanon · Iraq
Period
Reported period 1 January – 6 September 2026
My role
Account Manager
What I owned
Content strategy, the editorial calendar, the Arabic and English copy, the physician briefings, and the reporting
Team context
An agency account at Reelly, Dubai. Design and production ran through the studio team; I owned the direction, the writing and the client relationship
Languages
Arabic and English
Channels
Instagram feed, carousels, Reels and Stories · Facebook · printed patient collateral
Reporting
Iconosquare, 1 January – 6 September 2026, against the preceding equivalent period
Brief

Educational content, awareness, patient-focused communication, doctor-led — the clinic’s own terms. The audience is people making a private decision under time pressure, and the category is regulated. A wrong claim in fertility is a compliance problem, not an engagement problem.

Decision

Build the calendar around the questions patients actually ask, not the services the clinic sells — what egg freezing costs in time, what happens in the lab, what one cycle involves. Then split the formats by intent rather than by convenience.

What shipped
  • Every clinical topic briefed directly with the treating physicians before writing, so the medical substance comes from them and the language comes from me. I write and produce the content; I do not perform the medical review.
  • A clinical register where the content explains a procedure, and a plainer conversational one where the post is speaking to a patient rather than teaching them.
  • Carousels to walk a patient through a process step by step, Reels to reach people who were never going to search the topic, Stories to answer what came back.
  • The same education put into print, so it exists as something handed across a desk in a consulting room and not only as something found on a phone.
Result

Iconosquare, 1 January – 6 September 2026, against the preceding equivalent period. Every figure below is the clinic’s account performance, not mine.

The honest read on this account is that saves, comments and story replies are the patient-intent signals. Reach is the bigger number and the softer one, so it sits underneath them.

What the eight months produced

Counted engagement — what people did
47.2KFacebook post engagements+67.62% · absolute count
2.3KSaves+271.38% · the strongest patient-intent signal in the set
2.9KComments+213.14% · averaging 21.8 per post
10.3KReel shares+166.56% · 15K Reel reactions on Facebook, +135.52%
30.2KLikes received+109.58%
426Replies to Stories+54.35% · from 764 Stories posted, +49.51%
Volume — what was published
133 postsInstagram feed posts in eight months+114.52%
91 ReelsReels produced on Instagram+89.58% · plus 67 on Facebook, +21.82%
764 StoriesStories posted, 3.1 a day+49.51%
Scale — how far it travelled
5.7MFacebook reach+1,060% · from 7.6M views, +759.72%
3.2MInstagram reach, estimated by platform+514.03% · Iconosquare flags this figure as estimated data
3.5MInstagram views+174.63% · 3M of them on Reels, +170.26%
1.5M viewsBest-performing single post6.3K likes, 1.2K comments
103.9KAccount followers+91.6K over the period
52.7% / 47.3%Women / men in the audiencePatient audience concentrated in Iraq and Lebanon
Instagram carousel post for Azoury IVF Clinic shown on a phone, with the carousel frames fanned out behind it, Arabic copy, Lebanon and Iraq.
A carousel rather than a single post, because a treatment cycle has steps and a patient should be able to move through them at their own pace. The layout is built around the Arabic, so each headline breaks where the sentence breaks rather than where an English grid wanted it to.
Portrait Instagram feed post creative in Arabic for Azoury IVF Clinic, fertility education, Lebanon and Iraq.
One post, one question. The topics were split so each creative answers a single patient question end to end — a post that tries to summarise a whole treatment gives the reader nothing worth saving, and saves are what I was reporting on.
Second portrait Instagram feed post creative in Arabic for Azoury IVF Clinic, patient-education series, Lebanon and Iraq.
Every clinical line here was briefed with the treating physician before I wrote it. The copy stays inside what the doctor will stand behind, and the warmth is carried by the framing and the design instead.
Three phones side by side showing three Azoury IVF Clinic Reel covers in Arabic, with money, house and laboratory imagery.
Reels carry the topics nobody types into a search bar. Each cover leads with an everyday object — money, a home, a lab bench — so the subject is legible mid-scroll without a clinical word sitting on a thumbnail that a shared phone might show.
Printed Arabic accordion brochure for Azoury IVF Clinic, unfolded flat with its cover beside it, Lebanon and Iraq.
The same education, printed. A fertility clinic’s audience includes people who will not search a sensitive topic on a phone, so the content had to exist as something handed across a desk — an accordion fold, opened one panel at a time in roughly the order a consultation runs.
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