Social media in the aesthetic space is a mix of creativity, strategy, and a deep understanding of our patients. When you scroll through our Instagram or watch a quick reel, it might look effortless – but there’s a lot that goes into every post. My role involves a lot more than just posting:
- Planning monthly content calendars
- Capturing photos and videos (sometimes in real time!)
- Writing captions that are informative and brand-aligned
- Scheduling posts
- Engaging with our audience in the comments and DMs
- Tracking what’s working and what’s not through analytics
It’s part marketing, part storytelling, part customer service – and always evolving!
Understanding the Industry from the Outside In
Coming into this role without a clinical background was intimidating at first – but it’s also given me such a unique perspective! I see the patient journey through fresh eyes, which helps me create content that speaks to real concerns and questions patients have before booking a consultation.
The aesthetic industry is about more than just beauty – it’s about confidence, education, and trust. That’s why our content focuses on real results, honest conversations, and highlighting the expertise of our team!
Collaborating with the Clinical Team
Working with medical professionals means adapting to a fast-paced, patient-first environment. Providers are often busy with consultations, treatments, and even surgeries, so I have to be flexible and respectful of their time (and most importantly the patients’ privacy).
Sometimes this means grabbing quick behind-the-scenes clips between appointments or planning content several days in advance. I’ve learned how to communicate efficiently with our team and how to shoot content that’s both HIPAA-compliant and genuinely reflective of the incredible work they do.
Challenges of the Role
Of course, this job comes with its challenges:
- It can be hard to consistently capture content when each provider has their own schedule and I’m juggling how to equally showcase each provider.
- Social media trends and algorithms are constantly changing – what worked last week might flop today.
- And answering questions in the DMs – many of which are deeply personal – requires tact and coordination with our clinical team.
But those challenges also make the role dynamic and rewarding.
Why I Love This Work
There’s something incredibly satisfying about seeing a post you created spark comments, shares, or new patient inquiries. I love when patients say, “I found you on Instagram!” or “Your page helped me feel confident booking my first appointment.”
Beyond the metrics and visuals, social media is about connection. It’s about educating, empowering, and celebrating people as they take steps toward feeling more confident in their own skin!
If you’ve ever wondered what goes into our feed – or if you’re just curious about the magic behind the scenes – I hope this gave you a peek into my world.
And if you’re not already following us, come say hi on Instagram: @stevencampmd and @campbowtiebabes! We’ve got plenty more to share, and I’m always just a DM away!
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