01
The objective
The clinic wanted social media to bring in patients, not only likes. The Q4 plan set three goals: generate leads that book appointments, position the clinic as an expert in cosmetic and personal care, and grow awareness as a trusted name.
02
Who it speaks to
Skincare enthusiast
Married mother in her thirties who researches products on Instagram and forums.
Anti-aging seeker
Woman in her forties who reads reviews before choosing a clinic.
Acne sufferer
Young adult who relies on forums and referrals.
Pre-wedding planner
Engaged woman preparing her skin for the big day.
Beauty-conscious professional
Young professional who discovers treatments on TikTok and Snapchat.
03
Content pillars
01
Educational content
Infographics and reels on healthy skin habits.
02
Testimonials
Patient stories and reviews, shared with consent.
03
Behind the scenes
Clinic tours and a look at how treatments are done.
04
Expert insights and news
Myth-busting, qualifications and research updates.
04
Channels
InstagramTikTokSnapchatGoogle Business Profile
05
The plan
- 1Build authorityWeekly expert content and educational series to earn trust.
- 2Engage the communityLive Q&A, monthly challenges and user-generated content.
- 3ConvertTargeted paid campaigns with A/B testing and flash promotions that lead to bookings.
06
Content ideas
- "Expert Tip Tuesday"
- "Ask the Dermatologist" sessions
- Live Q&A sessions
- Monthly challenges with a dedicated hashtag
- Themed campaigns such as sun protection in summer
- Community spotlights
07
How success is measured
Engagement rate
Reach
Click-through rate
Conversion rate
* A summary of the strategy as delivered. Budgets and internal client information are not shown.
