Dermal Socials

👋🏻 I’m Kate. I’m a freelance social media manager. PM for training and/or page management
(1)

20/08/2026

Apparently I’m changing dentist because someone told me he’s funny. 😂

That’s it. That’s the evidence.

I hate the dentist. Needles in my mouth, properly anxious, would avoid the whole thing forever if I could.

So when someone I trust said “you’ll like him, he’s hilarious” my brain ran off and decided that meant something.

I’ve never met the man. No idea if it’s true.

But I’d already started imagining the appointment, off one detail that had nothing to do with how good he actually is.

Patients do this constantly. Not instead of wanting a qualified, competent practitioner - as WELL as it.

And no, before anyone takes the wrong lesson from this - you do not need to become funny on Instagram. 😂

19/08/2026

I’ve deleted some of my best lines.

Not because they were ‘bad’.

Because they felt irrelevant. A bit too me. “Nobody needs to know that,” I thought, and out it came.

Funny thing is, those are often the bits people reply to.

The useful stuff matters. Especially in medical aesthetics, where patients need to know you know what you’re talking about.

But five practitioners can all explain the same treatment accurately. So the treatment information probably isn’t what’s helping someone decide between them.

Sometimes it’s the throwaway sentence.

The stupid aside.

The bit you nearly deleted because it added bu**er all to the educational value of the post.

Turns out that might be exactly why it stayed.

18/08/2026

We all start with L plates 🚗💨

Most Instagram advice is about the post you’re making right now.

Is the hook strong enough? Should it be a Reel? Will anyone save it?

That’s where you’re taught to look.

But try this.

Open your grid and look at your last nine posts.

Don’t read them properly or start picking apart the design. Just notice what keeps turning up.

What do you talk about over and over?

What have you already proved about yourself seventeen different ways? 😂

And what would I never know about you, just from scrolling your page?

Because you can have nine perfectly good posts and still be showing me the same bit of you.

Nine times.

Nobody teaches you to check for that. They teach you to make good posts.

There’s more road than that.

13/08/2026

Word of mouth starts waaay before someone actually recommends you.

It starts with what a patient tells her friends about the moment you said no.

Not what you offered. What you turned down.

Because agreeing to more treatment doesn’t make a story. Being told “you don’t need it” does.

That’s the version she repeats when your name comes up.

Your reputation is being built in rooms you’re not in.

12/08/2026

I can usually tell within about ten seconds of landing on a page whether someone chose their Instagram’s personality, or just let it happen to them.

It’s never one obvious thing. It’s not one bad photo or one clunky caption.

It’s more that nothing agrees with anything else.

The bio sounds calm. The grid feels rushed. One caption is warm and personal, the next reads like it was copied from a leaflet.

It’s basically three different women running the account and none of them have met. 😂

Nobody chose that combination on purpose. It’s just what accumulated when nobody was really deciding at all.

And the pages that feel considered? They almost never started out more polished than everyone else’s.

They just stopped letting randomness make the decisions.

If you want to know which one you’re running, don’t reread your bio.

Scroll through your last twenty posts quickly, like a stranger would.

Does it feel like one person talking?

Or does it feel like several different women with access to the Canva password? 😬

11/08/2026

You can spend an embarrassing amount of time tweaking your Instagram bio.

Changing three words.
Changing them back.
Wondering whether “natural results” sounds reassuring or exactly like everybody else. 😅

And yes, your bio matters.

But by the time someone reads it, she’s already seen your profile photo. Your colours. A handful of posts. Maybe your face. Maybe a Reel cover. Maybe the first line of a caption.

She’s already forming an impression of you.

That’s why I don’t think of an Instagram profile as a collection of separate bits that need optimising.

I think of the whole page as one decision environment.

Every part is helping her answer the same questions:

Do I like how this person thinks?
Do I trust their judgement?
Do they understand women like me?
Would I feel comfortable sitting in a room with them?

Your bio can say all the right things.

BUT, the rest of the page is what makes those words believable.

Your bio tells her who you are. Your page makes her believe it.

10/08/2026

I tried working outside my niche.

I didn’t like it. 😂

I didn’t niche down because somebody told me I should. I just gradually realised I’d found the people I work best with.

There’s something about the way medical practitioners think that makes sense to my brain. The accountability. The evidence. The need to understand what’s actually going on before deciding what to do about it.

Turns out ten years in a police control room and medical aesthetics marketing have more in common than you’d think.

Apparently I’ve just found a new place to ask “But how do we actually know that?” for a living. 🙃

06/08/2026

A lot of practitioners name the treatment because they think that’s what selling looks like.

Or because it feels like value.

(And proof they know what they’re talking about.)

Others have been told not to name certain treatments, so naming the others feels like the safer option.

Fair enough.

None of those instincts are daft.

But nobody’s marking your homework here.

Patients aren’t checking whether you know your Radiesse from your Sculptra.

They’re checking whether you’re the kind of person they’d trust to look under the bonnet and tell them what’s actually going on.

Naming the part doesn’t do that.

It just gives them a job that isn’t theirs.

What patients actually want isn’t a parts list.

They want someone they trust to work it out for them.

That’s not really a content problem.

It’s a trust problem.

I write about how patients choose practitioners before they’ve ever met them.

If that’s your kind of thing, stick around.

03/08/2026

If you want to diagnose it yourself before you change anything, start here.

First, ask yourself whether the right people are actually finding your page.

Not just people.

The people who were already looking for someone like you.

Then ask yourself what happens when they first see your profile.

Is it immediately obvious who you help? I don’t mean aesthetics in general - who in particular?

Why should they choose you?

It that clear, or does it take a bit of work to figure that out?

And finally…

Are you measuring any of this?
Or are you guessing?

Sometimes you need more reach.

Sometimes your content isn’t the problem you think it is.

It could be the first impression your profile creates before anyone’s read a single caption.

Diagnose first.

The plan depends on what you find.

24/07/2026

I’ve worked alongside clinics with 25 treatments on the menu.

Twenty-five.

I’ve seen rented machines barely being used. A monthly cost instead of a source of revenue. Some eventually went back because they simply weren’t earning their keep.

Nobody had made a stupid decision.

They’d made a perfectly logical one.

“If I offer another treatment, more people will choose me.”

And sometimes that’s absolutely true.

If patients are already asking for something you don’t offer, adding it is probably a really sensible business decision.

But if you’re hoping another treatment will become another reason for patients to choose your clinic…

you might be trying to answer a completely different question.

And no amount of kit in the treatment room answers it for them.

Before you sign another rental agreement or book another training course, ask yourself this:

Are patients already asking me for this… or am I hoping this will make more patients choose me?

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