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leads from March to December 2025
Drs. Idries and Jamil Abdur-Rahman are twin OB/GYNs in the Chicago suburbs who became television personalities after season 22 of The Amazing Race. Twin Doctors TV is the media brand that grew out of it: a YouTube channel of short medical answers, regular segments on Chicago's ABC and Fox morning shows, a pregnancy book with a companion app, and their practice, Women's Healthcare Group of Illinois.
In February 2020 they set targets for the year: 25,000 Facebook followers from 21,050, 20,000 on Instagram from 1,657, 10,000 on Twitter from 1,631, 10,000 YouTube subscribers, 1,000 book sales a month, and 75 new privately insured patients a month for the practice. Then the pandemic arrived and the plan had to be run on a reduced budget.
Brand awareness ran on a page likes campaign that was tested creative by creative until the cost per like fell to $0.14, plus a Facebook and Instagram campaign that sent people to the YouTube channel and skippable YouTube ads on the channel's own videos. Twitter ads at $50 a month grew followers, patient lead generation ran on Google Search for the practice, and Amazon ads carried the book. Blogs supported search for the practice site.
Source: Twin Doctors TV Digital Strategy Review, September 25 2020, and marketing intake, January 2020; Facebook Ads Manager, Google Ads and YouTube Studio exports.
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