Miami Plastic Surgeon — Higher-Intent Consults Without Promotional Drift
We don’t chase lead volume. We protect your schedule and your margin first—then scale responsibly.
Client: Board-certified plastic surgeon, boutique aesthetic practice (fictional, anonymized for case study purposes)
Location: Miami Metro, Florida
Focus: Facelift/Neck Lift; Breast Revision; Body Contouring
Engagement: 90-day build + ongoing optimization
Constraints: Reputation-first positioning; consult quality inconsistent; surgeon time limited for approvals
The Challenge
The Situation (Before)
- High awareness, but consult mix included expectation-misaligned patients (trend-driven, unrealistic recovery/pricing assumptions).
- Social content cadence was inconsistent and risked brand drift toward generic promotional content.
- Approval time burden limited consistency; surgeon required defensible governance and a professional posture.
ContentClicks Approach
- Pre-consult education asset: procedure-specific expectations guide (candidacy, what varies, recovery timeline, investment framing).
- Website filtering: simplified consult pathway; clearer ‘appropriate / not appropriate’ language to self-qualify.
- Governance system: written surgeon sign-off (batched), version history, and a 12-month archive of approved assets.
- Social system: standards-and-process content (education-first), anchored to the guide to reduce wrong-fit demand.
- Measurement: UTMs + form event mapping to attribute consult requests to specific assets and channels.
Outcomes
Early Outcomes (60–90 Days)
- More prepared consult enquiries referencing the guide; fewer wrong-fit bookings reaching the schedule.
- Cleaner attribution tied to consult requests; easier decision-making on what to continue vs. stop.
- Reduced surgeon admin load through structured, time-boxed review packs rather than ad-hoc approvals.
Beyond 90 Days (Optimisation)
- Extend the education + filtering system to two additional procedures.
- Quarterly refresh + conversion QA under the same governance and archive standards.
- Refine follow-up to reduce late cancellations and decision-stage drop-off (without increasing volume).
Why This Worked
- We started small and incrementally increased the marketing coverage.
- We worked with the surgeon’s lack of time, adopting a report and monitor mindset.
- We disrupted patterns that were established but not working for the better of the practice.
