Instagram Strategy for an Aesthetic Surgeon

In aesthetic and maxillofacial surgery, communicating on social media requires precision, clarity, and sensitivity. Over the course of four months, I supported a medical professional in structuring and managing her Instagram presence, combining strategic planning, content development, and visual coordination.

The project began with a strategic foundation: defining presence goals, identifying the target audience, clarifying core messages, and establishing a tone suited to the patient-professional relationship. A hashtag strategy and posting schedule were also outlined to ensure consistency.

Once the foundations were in place, we moved into content production. Collaborating with a photographer and a graphic designer, I helped organize photo shoots and created diverse formats including Reels, educational carousels, and static posts. The aim was to make medical information more accessible while reinforcing the doctor’s brand and expertise.

Topics ranged from technical procedures (like rhinoplasty and jaw treatments) to behind-the-scenes content: professional events, testimonials, clinic visuals, and practical information.

The result was a structured, reassuring presence on Instagram, with a solid editorial framework for future communication.

Main actions taken:

• Definition of the social media strategy

• Identification of goals, audience, and key messaging

• Development of a coherent hashtag strategy

• Editorial planning: FAQs, behind-the-scenes, testimonials

• Calendar and content scheduling

• Creation of Reels, carousels, and visual content

• Coordination with photographer and graphic designer

A project that combined technical precision with a human approach, aiming to deliver expertise with care — in a field where trust is everything.

Creating a professional and consistent presence on Instagram in a sensitive medical field