Yunus Badeci.

One mind behind BTL WORKS

Marketing in healthcare is different from marketing in other sectors. The doctor's voice has to come through accurately. Patient sensitivity has to be protected. Regulation runs through every detail. Conventional agency structure — strategy in one team, content in another, paid media in a third — creates gaps. Patients sense those gaps and walk away.

BTL WORKS was built to close those gaps. For each clinic, everything originates from one mind. While strategy is being set, the creative that will run next month is already being shaped. While a video is being edited, its caption is already being drafted. When messages move on WhatsApp, the brand voice is consistent in every reply.

Maintaining this consistency requires being a boutique studio. We work with few clients, deeply. Each clinic gets a strategy built from scratch. Each piece of content is an extension of the clinic's brand. A view distinct from conventional agency structure.

"A clinic's social media is not a posting calendar — it is the sum of every impression the patient takes from that clinic. When that impression flows from a single source, trust is what comes back."

What I do, in practice

I'm involved hands-on across the full project for each clinic — not as a salesperson, but as the maker. Concretely:

• Strategy. Defining brand voice, mapping the target patient profile, building the social media and digital marketing plan, refining the messaging frame.
• Content production. Concept, shoot, edit, copy, visual direction. Custom for each clinic, not stock.
• Paid media management. Meta Ads and Google Ads — campaign building, optimization, regulatory filter. Budget tightly aligned with strategy.
• Continuity. Monthly creative output, transparent reporting, quarterly strategy review.
• Direct communication. The clinic and I talk directly. There is no account manager translating in between.

Across all of these, regulation sits in the foundation. The Turkish Dental Association (TDB), Turkish Medical Association (TTB), Advertising Board, and KVKK frame every output. Working in healthcare without working with regulation isn't possible.

How BTL WORKS thinks about the field

Healthcare marketing is, beneath the surface, a kind of editorial work. The doctor's body of practice is the source. Patient sensitivity is the frame. Regulation is the boundary. A boutique studio adds an editorial mind to this stack — connecting the doctor's character with the patient experience, and arriving at content that reflects both.

That mindset informs three working principles for BTL WORKS:

• Quality over quantity. Fewer, sharper pieces of content outperform a high volume of mediocre output for a clinic. The work is editorial, not industrial.
• Doctor character. The doctor is the centre, not behind the curtain. Their voice, presence, tone, and depth of expertise are the brand.
• Continuous flow. Healthcare marketing is not a campaign — it is a continuous flow over years. Continuity decides the long-term outcome.

For the full philosophical frame, see philosophy. For methodology, see methodology. For the three core mega guides: Health Tourism Marketing, and Turkish versions of Clinic Social Media Management and Clinic Digital Marketing.

Where to find me

The simplest way: WhatsApp. Or on Instagram: @yunusbadeci.

If you're considering an integrated marketing partner for your clinic, send a message. The first reply comes from me — not a chatbot, not an account executive. From there, we shape something together.

Message on WhatsApp →