Upila Case Study - Upturnly | 21 Qualified Appointments in 4 Months

Upila

Performance Marketing Agency

Client Hafis Mohammed

Role Founder

Industry Performance Marketing

Market UAE Healthcare

Channel Cold Email

Duration 4 Months

Website LinkedIn

The Background

Performance Marketing Agency Seeking Predictable Growth

Upila is a performance marketing agency specializing in running high-impact Meta ad campaigns for businesses looking to scale efficiently. Founded by Hafis Mohammed, the agency has built strong expertise in performance-driven growth, particularly for service-based businesses.

As Upila began expanding deeper into the healthcare sector in the UAE, the need for a predictable and consistent lead flow became critical. Relying on referrals and sporadic inbound interest was not enough to support sustained growth.

The Challenge

Breaking Through in a Competitive Healthcare Market

Healthcare marketing in the UAE is highly competitive and regulated. Reaching the right stakeholders—those with authority over marketing decisions—was the biggest hurdle.

Right Decision-Makers

Reaching marketing heads and directors at healthcare companies in the UAE

Regulated Industry

Navigating the competitive and regulated healthcare marketing landscape

Qualified Appointments

Delivering consistent, high-quality appointments not just volume

Upila needed a structured outbound system that could target healthcare businesses in the UAE, reach senior marketing decision-makers, and deliver qualified appointments consistently.

Ideal Customer Profile

Precisely Defined Target Audience

For this campaign, the ICP was clearly defined to ensure strong alignment and conversion potential.

Target Businesses

Healthcare companies operating in the UAE—clinics, hospitals, and healthcare service providers actively investing in paid advertising on Meta.

Target Decision-Makers

Marketing Heads, Marketing Directors, and senior marketing leaders responsible for growth and performance with decision-making authority and active marketing budgets.

Medium Used

Strategic Cold Email Outreach

We implemented a structured outbound outreach process focused on engaging healthcare marketing decision-makers in the UAE.

Cold Email Outreach

Structured outbound strategy with industry-specific messaging

The outreach strategy was designed to:

Reach prospects directly with relevant, healthcare-specific messaging
Start high-intent conversations around paid ads and performance growth
Maintain consistency and lead quality over time

This approach allowed Upila to build momentum in a highly competitive niche while keeping lead quality high.

The Nurturing Process

From Cold Email to Qualified Appointment

See how our strategic email sequence built trust and converted a cold lead into a qualified appointment for performance marketing services. Scroll to follow the conversation.

Initial Outreach

Email 1 of 9 Day 1

Rasha Riyas

to Marketing Director @ Healthcare Clinic

Sent

Healthcare marketing in the UAE

Hi Ahmed,

This may feel out of place, but growth in the healthcare space requires real returns, not just campaigns.

Many clinics find it hard to see real ROI from their Meta ads, and that's where we can help. We've helped healthcare brands in the UAE boost patient inquiries and see measurable growth through optimized ad campaigns.

If this sounds useful, I can show a brief report demonstrating how your clinic can improve results and reach higher ROI.

My intention is to add value, but if you don't want messages from me, just reply No.

Best Regards,
Rasha Riyas
Account Manager, Upila

Key Tactic: Direct, honest approach with clear value proposition and an easy opt-out to build trust

Email 2 of 9 Day 2

Ahmed Hassan

Marketing Director, Premium Care Clinic

Re: Healthcare marketing in the UAE

Hi Rasha,

Thanks for reaching out. We've actually been struggling with our Meta campaigns lately—costs are going up but patient inquiries aren't matching.

What kind of results have you seen with other healthcare clients in the UAE? I'd be interested to see that report you mentioned.

Ahmed Hassan
Marketing Director

Result: Interest sparked! The prospect shares their pain point (rising costs, declining inquiries) and asks for proof.

Milestone Day 2

Interest Confirmed

Prospect Engaged

Ahmed shared his specific challenge with Meta ads and requested more information—moving from cold to warm.

Email 3 of 9 Day 2

Rasha Riyas

to Ahmed Hassan

Sent

Re: Healthcare marketing in the UAE

Hi Ahmed,

Rising ad costs with declining returns is a common challenge we see—especially in healthcare where patient trust matters more than impressions.

Here's what we recently achieved for a similar clinic in Dubai:

Case Study: Reduced cost per patient inquiry by 42% while increasing quality leads by 65% through better audience targeting and creative optimization on Meta.

The key was shifting from broad targeting to high-intent audiences and optimizing for actual appointments, not just clicks.

Would a 15-minute call work to discuss what's specifically happening with your campaigns? I can share some quick wins you could implement immediately.

Best,
Rasha

Key Tactic: Specific, measurable results from a similar client plus a low-commitment call offer with immediate value promise

Email 4 of 9 Day 3

Ahmed Hassan

Premium Care Clinic

Re: Healthcare marketing in the UAE

Rasha,

Those numbers are impressive. A few questions before we schedule:

1. How do you handle healthcare regulations in the UAE for ad content?
2. What's your typical engagement model—project-based or retainer?
3. Do you work with our existing campaigns or start fresh?

Thanks,
Ahmed

Result: Deep engagement! Technical and business questions show serious evaluation—not just curiosity.

Milestone Day 3

Qualified Interest

Evaluating Partnership

Ahmed is asking about compliance, engagement models, and process—clear signs of budget authority and serious intent.

Email 5 of 9 Day 3

Rasha Riyas

to Ahmed Hassan

Sent

Re: Healthcare marketing in the UAE

Great questions, Ahmed—let me address each:

1. UAE Healthcare Regulations: We have deep experience with UAE healthcare advertising guidelines. All ad copy goes through our compliance review before submission, and we stay updated on MOH requirements.

2. Engagement Model: Most healthcare clients prefer our monthly retainer model—it allows for continuous optimization and testing. We also offer project-based work for specific campaigns.

3. Existing vs. New: We typically audit your existing campaigns first. Often there's 20-30% performance improvement possible without starting from scratch—then we build from there.

These are exactly the questions we'd cover in more detail on a call. Would Thursday or Friday work for 15 minutes?

Best,
Rasha

Key Tactic: Thorough, specific answers that demonstrate expertise plus a clear call-to-action with specific time options

Email 6 of 9 Day 4

Ahmed Hassan

Premium Care Clinic

Re: Healthcare marketing in the UAE

Rasha,

Thanks for the detailed response. The audit approach makes sense—we've invested a lot in our current campaigns and would prefer optimization over starting over.

Thursday at 11 AM UAE time works for me. Can you send a calendar invite?

Also, I'd like to include our CMO on the call if that's okay.

Ahmed

Result: Meeting confirmed with additional decision-maker! The CMO joining signals this is being taken seriously at leadership level.

Email 7 of 9 Day 4

Rasha Riyas

to Ahmed Hassan

Meeting Booked

Re: Healthcare marketing in the UAE

Perfect, Ahmed!

I've sent a calendar invite for Thursday at 11 AM UAE time. Absolutely bring your CMO—the more context we have from leadership, the better.

I'll prepare:

- Quick overview of our healthcare marketing approach
- Preliminary audit notes on publicly visible campaign elements
- 2-3 quick wins we typically find for clinics in your position

Looking forward to the conversation!

Best,
Rasha Riyas
Account Manager, Upila

Qualified Meeting Booked!

Discovery call with Marketing Director + CMO scheduled for Thursday 11 AM

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How Upila Scaled Healthcare Clients in the UAE with Consistent Qualified Appointments

Upila

Performance Marketing Agency Seeking Predictable Growth

Breaking Through in a Competitive Healthcare Market

Right Decision-Makers

Regulated Industry

Qualified Appointments

Precisely Defined Target Audience

Target Businesses

Target Decision-Makers

Strategic Cold Email Outreach

Cold Email Outreach

From Cold Email to Qualified Appointment

Rasha Riyas

Ahmed Hassan

Prospect Engaged

Rasha Riyas

Ahmed Hassan

Evaluating Partnership

Rasha Riyas

Ahmed Hassan

Rasha Riyas

Qualified Meeting Booked!

7 Emails. 4 Days. 1 Qualified Meeting with Leadership.

Consistent Growth in a Competitive Market

A Steady Inflow of Qualified Conversations

The Transformation

The Impact

Public Recommendation

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