 is a private clinic that specializes in early rehabilitation for people, who have suffered from strokes, traumas, and other neurological diseases. I started working as an SMM manager 4,5 years ago. In my first year I received the "Opening of the Year" award and was promoted to the position of editor. In January 2021 I continued to work as the lead of media department. Here are some examples of the problems and tasks that I and my team solved. 

When I first joined the team, the clinic had an outdated website. We collaborated with designers from the Orientir agency and updated it.

Our team discussed the concept and structure.  After the meetings I wrote texts, selected photos, and posted them on the clinic's website. My tasks included properly formulating the idea and the tone of voice, conveying information about the clinic, its values, and rehabilitation. The new site was user-friendly, and some articles received about 10,000 visits per month. People with neurological diseases could easily find answers to their questions about rehabilitation on the site and quickly contact clinic specialists.

In early 2020, the COVID-19 pandemic spreaded, and some patients were afraid to travel for rehabilitation from other cities.

People with strokes and injuries were discharged from hospitals quickly, as most departments were overcrowded with people with COVID. At pandemic time I was writing texts about essential topics. We also needed to support patients who could not come to the clinic due to the pandemic.

Together with the team of managers, we opened a new product for patients — online rehabilitation. In addition, we launched a special project "Keep Moving" about how people with neurological diseases can take care of their health during quarantine. Eventually the clinic had a queue for reservations. Three sisters received more loyalty and good reviews.  The clinic received media coverage and was awarded the "Made in Russia" prise by Snob magazine.

4 years ago the clinic had weak representation on social media.

Social media is one of the important ways to promote the clinic and communicate with specialists. I launched channels on different social media platforms and established a regular release of publications. Currently, we have over 12 thousand followers on 

. Several videos have gathered over a million views on 

. In addition, clinic receives leads from patients on social media every day.

2 years ago we realized that not only patients were reading our content, doctors were too. So we decided to segment our audience. I found a medical editor and together we launched a 

. We share information about new researches in rehabilitation and cases from medical's practice. This allowed us to increase trust among the medical community and the number of patients who learned about the clinic from doctors.

Despite being considered the best clinic in Russia by neurologists, Three Sisters had almost no media coverage.

I organized articles with clinic specialists and got them published in various media outlets, such as The Village, TV Rain, Meduza, Reminder, Kommersant, Cuprum, and many others, as well as professional medical channels like Namochi Mantu and cardiologist channel 

. Some media outlets had several publications, most of which were journalistic and independent, while others were partnerships with native advertising.

After February 2022, several harsh laws were passed in Russia that effectively declared military censorship. Furthermore, we lost our usual communication channels and part of advertising.

My team developed a strategy that allowed us to emphasize the company's democratic values. We launched new sections and started posting more publications. This allowed us to return to the previous levels of traffic and leads by March 2023.

I also started paying more attention to SEO and increased the number of leads from website pages in search results. This allowed us to minimize the loss of audience from Google Ads, which is blocked now in Russia.

 about the effects of stroke and recovery from it. It helps to dispel the myth that early rehabilitation is dangerous.

I appreciate the opportunity to collaborate with the Three Sisters clinic. Working at the clinic has allowed me to develop new skills and gain expertise in areas that were new to me.

Three Sisters Clinic: writing, editing, creative strategies and PR

Hospice charity fund Vera helps incurably ill people to live out their lives with dignity and without pain. I received an offer to an editor position after completing a test assignment and internship at the First Moscow Hospice. During the internship, I assisted the staff in caring for patients, including feeding, accompanying them on walks, and making beds. It was really important to understand whether I could work in a place where people live out their final stages of life, as well as to gain a good understanding of the topics that I would be working with. 

Me and my senior colleague worked together to create a website for three different audiences: patients, relatives, and doctors. When I joined the team, the website's initial design had already been created. My responsibilities included creating a content plan, researching topics, and writing most of the materials for the different audiences of the website, often in the form of expert interviews. In addition, before launching the website, my colleague and I tested it for errors and formatted the content in the CMS. I was also responsible for publishing website content on social media.

It was a great time for my career, as I wrote extensively about pain and painkillers, professional medical care and home care environments for patients, death and quality of life. It was a challenge for me to write topics such as gastrostomy tubes and pressure sores in an interesting, accurate and accessible way. Especially, for people who have recently experienced these issues. You can find examples of my work 

. This was a major project that involved the co-founder of the foundation, Nyuta Federmesser. I was responsible for structuring and gathering information for the guides.

Vera charity foundation: writing about palliative care and launching the website 

I talked to doctors who decided to leave Russia after the beginning of the Russian-Ukranian war about their motivations and struggles they experience.

Setting Up a Gastrostomy for a Teddy Bear: How to Prepare a Child for Medical Procedures Through Play

How to prepare a child for a medical procedure through medical play. My material with expert's comments.

After a bone marrow transplant, Anya became a chimera, with both her original cells and the donor cells functioning in her body. As she adjusts to the new rules of living with her condition, she embraces a more flexible and self-compassionate approach to life, focusing on doing what she enjoys and finding a balance with her disease.

"The death of a close person is an experience that is important to navigate correctly"

Interview with a psychologist Oksana Orlova about the feelings, fears, and needs of a dying person.

A story about Akademgorodok — a place in Siberia where people are immersed in global science, yet much remains unchanged from the Soviet era.

"I had no malicious intent; the references weren't transferred to the abstract."

Renowned Moscow universities appear in anti-rankings for institutions where fraudulent dissertations are defended. My report explores the prevalence of plagiarism in Russian science and the reasons behind the tolerant attitude towards it.

An article about domestication of red foxes in Novosibirsk Institute of Cytology and Genetics

"Once a patient ran into the forest at night"

CEO of the rehabilitation clinic Three Sisters at Moscow Anna Simakova talks in an interview about family dramas at the hospital, competitors disguised as patients, and unusual requests from patients' relatives.

"There are no black people in this house"

Stories of Muscovites encountering everyday racism

In Russia’s car industry, even the dead work overtime

Reportage from "Russian Detroit" – a town of Tolyatti, where the nation's biggest car manufacturer "Avtovaz" is located. This piece is focused on human cost of overtime and overwork at the city’s principal employer. With weak labour protections and union organising, Russia’s car workers face significant exploitation at the hands of management.

A story about Lyudmila who grew up in an orphan house and couldn't finish school on time because of the humiliation from teachers. When she turned 20, she went back to school, then to college, and now works as a physical education teacher with children with disabilities.

"Attend the service, then go practice parkour."

Priest-acrobat, priest-doctor, and priest-TV presenter from the Russian Orthodox Church, known for its conservatism, talk about their service in the church and additional work.

A report about the attempts of Russian Orthodox Church to be present in online space and about the challenges that come with it.

"Fashionable Islamization": How Russian Muslim Women make it to the Catwalks

In Russian Islamic fashion, everything is happening that happened in Russian secular fashion 15 years ago: import substitution, the emergence of new brands, entry into the world arena. But with some differences. The main players are women.

"This is the shooting of an enraged woman"

Interview with art historian and curator Irina Chmyreva, the art director of the international biennial PhotoVisa, about  female photographers of the past and present. Irina has organized over 200 photography and contemporary art exhibitions worldwide. We talked about the first women photographers, gender inequality in the profession, and the special "perspective" of women in photography.

"You Can Do It": Programmer Alla Yakusheva on Women in IT

I spoke to Alla Yakusheva, an user interface developer about where to start if you want to become a programmer, how to fight stereotypes in the IT industry, and how to receive fair pay for your work.

Victims Without a Voice. How Russia is Combating Violence Against Women.

An article about the violence aagainst women in Russia and efforts to fight it.

DIANA KARLINER

My Projects:

Three Sisters Clinic: writing, editing, creative strategies and PR

Vera charity foundation: writing about palliative care and launching the website

Selected publications about medicine, science, business, and social issues