Client Case Study
Rxilient
Building Singapore’s First Patient-Centric Vitiligo Support Ecosystem
At a Glance
Launched Singapore’s first vitiligo-focused support platform
filling a long-standing national gap.
Established a sustainable patient-first ecosystem
integrating digital, community, and clinical touchpoints.
Created a foundation for long-term advocacy
for Singapore’s vitiligo community, extending beyond a single campaign cycle.
Background
The Challenge
The campaign needed to address three critical barriers preventing vitiligo awareness and support in Singapore:
Stigma
Vitiligo sufferers often hide their condition due to fear of judgment or misunderstanding.
Silence
Few patients were willing to speak publicly, making it difficult to build visible awareness.
Healthcare Communication Restrictions
Strict regulatory guidelines governing medical advertising in Singapore limited traditional promotional approaches, requiring a credible, compliant, and cause-led strategy.
Beyond awareness, the goal was more ambitious: to create Singapore’s first credible, patient-first vitiligo support ecosystem, one built for long-term impact, not short-term visibility.
Our Approach
Rather than launching a conventional awareness push, Rxilient and Brew built Singapore’s first vitiligo-focused cause platform, centred on real patient voices and supported by medical expertise.
The campaign, dubbed “Every Patch Has A Story”, was grounded in a simple insight:
That behind every visible patch of skin is a deeply personal experience.
For many sufferers, vitiligo is not just a dermatological condition, but one that also carries emotional weight, social anxiety, and lived stigma.
The campaign targeted Singaporeans living with vitiligo, as well as their families, caregivers, and the broader public to build empathy, awareness, and understanding.
Each stage was intentionally structured to move audiences from discovery to trust, and ultimately to sustained participation.
1. Established the Vitiligo Patient Support Group
The priority was to create discoverability in a space where public conversation was almost non-existent.
We launched the Vitiligo Support Group microsite as a centralised, medically credible hub, housing patient stories, educational resources, FAQs, and pathways to community engagement. The site served as the campaign’s foundation and long-term anchor.
To ensure reach and accessibility:
- An Instagram platform (@vitiligosupportgroupsg) was developed to share patient-led storytelling, myth-busting content, and expert-backed educational posts.
- A Telegram community was created to provide a more private, lower-barrier entry point for sufferers hesitant to engage publicly.
- Educational content addressed common misconceptions, emotional challenges, and treatment pathways, written in accessible language and reviewed by medical professionals for compliance.
Working alongside both doctors and patients, the campaign secured early coverage in mainstream and lifestyle publications. Importantly, vitiligo was not framed solely as a clinical condition, but through lived experiences.
This marked one of the first times vitiligo was discussed in Singapore in a human-centred way
2. Events to Foster Community Support
To move beyond surface-level engagement, Brew introduced structured, patient-first community initiatives as part of the campaign, including:
- Closed-door support events designed to create safe, moderated environments for sharing.
- Specialist-led sessions featuring dermatologists and psychologists to address both medical and emotional aspects of vitiligo.
- Collaborative content pieces where doctors and patients appeared together, reinforcing credibility while maintaining relatability.
- Offline clinic materials to reach individuals who may not be active on social platforms but are seeking treatment or advice.
These touchpoints were intentionally designed to lower psychological barriers. Participation did not require public visibility. Individuals could engage privately, anonymously, or gradually, depending on their comfort levels.
A High Tea Mixer gathering where VSG members shared their experiences of dealing with the condition. A dermatologist was also invited to speak at the session.
The ‘Raising Resilience’ Talk, where VSG members exchanged how they dealt with the impact of vitiligo on their daily lives, including mental health struggles.
A Make-Up Event where VSG members learned how to apply specialised vitiligo makeup for themselves, helping them feel more confident and secure.
3. Advocacy & Action
With a strong level of trust established among the campaign’s target audience, the campaign ecosystem expanded toward long-term sustainability.
- Ongoing patient storytelling continued to normalise lived experiences.
- Select influencer partnerships amplified reach while remaining aligned with the campaign’s human-centric positioning.
- Doctor-led newsletters and educational updates reinforced the platform’s credibility.
- Community members began contributing content, sharing stories, and inviting others, shifting the dynamic from brand-led to community-supported.
The Results
Within the first 12 months of launch, the Vitiligo Support Group (VSG) evolved from a concept into a recognised patient-led platform in Singapore, delivering measurable impact across awareness, engagement, and community building.
Community Growth & Engagement
● Membership grew from 0 to 280+ registered members within the first year.
● Telegram community reached an equal number of participants, with consistent weekly engagement.
● Average event attendance: 40–60 participants per session (online & physical combined).
● 78% of surveyed members indicated they “feel more supported” after joining VSG.
● 72% reported that VSG helped them better understand their condition.
Public Awareness & PR Reach
● Secured coverage in:
○. Channel News Asia (Online feature)
○. The Straits Times
○. Berita Harian
○. Zaobao
● Total estimated PR impressions: 2.2 million+
●. A feature interview focusing on bullying and psychological burden generated significant public discussion.
●. Media coverage positioned VSG as Singapore’s first structured vitiligo support initiative.
Website & Knowledge Hub Performance
●. Website attracted 52,000+ unique visitors in the first 9 months.
● Average time on page: 3 minutes 45 seconds (above industry benchmark for healthcare education sites).
●. 65% of traffic came from organic search.
●. 18% of visitors clicked through to dermatologist directory listings.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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