Dr. Elie Abdelhak
The problem.
A premium clinic competing against discount-clinic noise on the same ad channels.
The strategic insight.
In aesthetic medicine, the surgeon's point of view is the brand. Feeds that hide the doctor behind stock visuals lose to the doctor who shows up.
The method.
Built the surgeon's editorial voice into a weekly content engine, then funneled attention into consultation requests with premium positioning.
Instagram + TikTok · weekly surgeon-led cuts · consult booking funnel.
- 01
Voice discovery
Defined what the surgeon actually believes about aesthetics and outcomes, so the content carried a point of view instead of generic clinic messaging.
- 02
Weekly surgeon-led cuts
Short weekly pieces on a phone: one question, one demonstration. Credibility came from proximity to the practice, not production value.
- 03
Before/after UGC system
A disciplined before/after and patient-perspective system that answered the questions a feed audience actually has, within platform rules.
- 04
Consult funnel
Attention was routed into consultation requests with premium positioning, so the practice competed on the doctor, not on discount pricing.
The verified result.
- Consult requests are the commercial metric — interest converted into booked conversations.
- Engagement quality matters more than follower count for a premium practice.
- Paid only amplified creative that organic had already proven.
The forward play.
Launch an Arabic-language content line for the Gulf market.