https://stan.store/Dermalsocials

Dermal Socials, Lytham St Annes (2026)

03/06/2026

The visual in this reel was made by a child.

That’s not a disclaimer.
That’s the point.
She’s 11 1/2 (that half is important, apparently).

Every week I see the same scripts popping up on clinic pages.

Same hook.
Same structure.
Same call to benefit/action.

Nobody’s doing anything wrong…exactly.

It makes sense. It’s quick. It’s easy.

But

Two practitioners can post the exact same script and get completely different results.

Content isn’t remembered for being technically correct.

It’s remembered for being distinctive.

The clinics I work with use the same marketing principles, but they don’t copy someone else’s personality.

That just makes you sound wooden - literally the opposite to what we’re trying to accomplish.

Your humour.
Your opinions.
Your weird little observations.
Your way of explaining things that nobody else would think to explain like that.

The pages that convert are the ones people recognise before they even see the username.

They don’t know what’s coming, but they know it’ll be worth stopping for.

Back in 1933, Von Restorff discovered something that’s been true ever since.

When everything looks the same, the thing that’s different gets remembered.

The brain just notices what’s different.

Vanilla content is forgettable. And Instagram is absolutely full of it. 🫤

Rate my daughter’s drawing out of 10.

Link in bio if you want me to rate your page.

01/06/2026

There’s a man I think about a lot.

I’ve never met him. But I’ve definitely sat near him.

He’s in a restaurant in Spain. He’s ordered something. The waiter hasn’t understood. So he’s decided the solution is to say the same thing again - but louder. And slower. With significantly more hand gestures.

The waiter is now confused AND has the beginnings of a migraine.

The man is getting redder. The aftersun isn’t working. The Stella isn’t helping.

And none of it - not one single decibel - is getting him any closer to his paella.

Soooo

A lot of clinic Instagram content works exactly like this.

Because it’s written in the language of someone who already knows what they want (treatments, techniques, before and afters) rather than the language of someone who just knows something’s changed and doesn’t like it.

She isn’t looking for a treatment name. She’s looking for someone she feels safe enough to be vulnerable with.

Write like a clever friend. Not a menu.

Because more content, posted louder, in the wrong language…still won’t get you the paella 💃🏻

26/05/2026

Your audience has gone sales blind.

After nearly five years working in UK aesthetic clinic marketing, one of the biggest mistakes I made early on was trying to sell on every post.

I was a good student.
I followed the advice.

And in theory, it makes sense.

In practice, it doesn’t work that way.

Every practitioner on Instagram has the same sales content.

Your audience isn’t stopping for it.

They scroll straight past because they’ve seen it a hundred times this week already.

They stop for something different.

Not different in a flashy or overly polished way.

Different in a way that makes them feel something they weren’t expecting to feel.

You’ve done it yourself.

Paused on something interesting, kept reading, and the next thing you know you’ve added to basket.

It’s not an accident.

That’s content that built a feeling over time, and then let you reach your own conclusion.

Your patients aren’t buying a mascara.

They’re deciding who to trust with their face.

Your content shouldn’t look like an advert.

It should feel like a reason to stop looking elsewhere.

If your content is working hard but enquiries are still unpredictable -
that’s exactly what I look at.

Link in bio.

22/05/2026

Show up. Post regularly. Juggle 3 jobs.
Burn out. Go quiet. Repeat 🐹

Most established practitioners I speak to aren’t “bad” at Instagram.

They’re exhausted.

They care about the clinic.
They care about patients.
They care about doing things PROPERLY.

And unfortunately Instagram tends to get whatever energy is left after life has had first dibs.

The GP work is the safety net.
The clinic is the thing she’s building.
And then there’s a family, admin, actual patients... and occasionally remembering to eat something other than a rogue cereal bar 🙃

So Instagram gets the scraps.
And then it doesn’t perform.

So it gets deprioritised.
Then because it’s deprioritised... it performs even worse.

Round and round we go like a deeply unglamorous little hamster wheel.

The plate keeps falling because it’s always the last one you reach for.

But a page built properly doesn’t need to be first.

It just needs to stop depending on you having capacity you don’t have.

That’s the difference between a page you maintain...
and a page that works while you’re off doing literally anything else.

21/05/2026

This is a story of mud and sparkle in equal measure. The mud was all me.

I was on my way to watch my daughter sing at the Coop Arena (it was a national school thing - she isn’t secretly Beyoncé.)

My car (Twilight) lost power and conked out on the M6.

My boyfriend had just watched a marathon of Final Destination films with Georgie (the non-Beyoncé but still fabulous daughter) so his imagination was a little on the peaked side.

He made me walk half a mile up a field in case a truck crashed into our car and an errant flying tyre decapitated one of us - as they so often do 😆

While we waited for Twilight to be recovered, a client messaged to get my opinion on something.

Truth be told I can’t even remember what it was now. But stuff like this happens all the time.

Did my client know I was messaging from the side of the M6? Not until I put it in my stories later.

Did I solve their problem? Always.

Mud, a field, a recovered Twilight, and a client who never knew any of it.
That’s what it looks like when you have someone you trust in your corner.

19/05/2026

There’s a reason patients go quiet after an enquiry.

It’s not the price. It’s not that they found someone else.

It’s that the fear of the wrong outcome outweighed the hope of the right one.

We all do this - every day.

Kahneman and Tversky called this loss aversion.

The pain of loss hits roughly twice as hard as the pleasure of gain.

Your patients are running this calculation every time they land on your page. Most of them don’t even know they’re doing it.

The clinics with steady enquiries aren’t showing better results. They’re showing less risk.

What does your page currently do to make her feel like she won’t lose anything by saying yes?

18/05/2026

Clinics spend a truly impressive amount of mental energy worrying about Botox content.

What wording is allowed.

What phrasing is safe.

How to stay compliant.

Meanwhile the actual rule is pretty straightforward:
if you provide Botox, you don’t talk about it.

At all.

Not the brand name.
Not the generic name.
Not the indirect version everyone swears is “fine because technically…”

The confusion exists because most of what gets passed around in training courses and Facebook groups isn’t based on the actual ASA and CAP guidance.

It’s based on someone’s interpretation of someone else’s interpretation.

Which is how half the industry ended up playing a giant game of regulatory Chinese whispers.

And clinics are making content decisions - deleting posts, self-censoring, watching competitors and wondering how they’re getting away with it - based on rules nobody officially wrote down.

Meanwhile patients are not sat there critically analysing whether your wording was compliant enough.

They’re stress-testing trust.

And trust is not built by finding the magical safe wording everyone in aesthetics passes around like contraband.

It’s built by understanding what your content communicates to the person reading it.

Patients don’t remember the exact phrasing.

They remember whether your page made them feel:
safe,
calm,
reassured,
or slightly like they’d accidentally wandered into a Facebook argument 👀

DM me BOTOX
if your current strategy is mostly held together by vibes and conflicting screenshots from Facebook groups.

15/05/2026

The practitioners who get this already know their best patients are usually the ones who lurked for months before booking.

They just never had language for why.

This is a real story.

Details changed, but the mechanism is real.
Someone had been messaging my client’s account for months trying to sell a product.

You know the type.
“Just checking you saw my last message 😊”

He wasn’t interested. He’d made that clear (but never rudely.)

I manage his DMs, so it was me replying. I’d keep it light. She was good for engagement and somewhere along the way rapport built without anyone really meaning it to.

Then she booked a consultation.
Which I imagine was quite the plot twist for everyone involved 😆

Before the appointment my client sent a WhatsApp. Polite, warm, unambiguous - his patient time was precious and he needed to know this was a genuine consultation.

She confirmed it was.
She came in.
She booked a treatment course.

At some point she stopped being someone trying to sell to the clinic and became someone who wanted to be treated by it.

Nobody knows exactly when the tables turned.
That’s the point.

Your page is doing this to people right now.
People you haven’t heard from yet.
People who aren’t ready yet.
People who don’t even realise they’re being convinced yet.

The question is whether it’s happening deliberately or by accident.

11/05/2026

When did you last message your own page? 👀

The worst DM automations are the ones that fire every single time someone messages you.

Even if you speak every day.
At that point they’re not helping anyone - all they’re doing is moving an unread message into “replied.”

A “please use the booking link” auto-reply is the digital equivalent of a receptionist saying “I’m busy. Call back later.”

Computer says no.

She messaged because she was ready. Your reply told her to go somewhere else first.

The only automation I’d ever recommend is a welcome message when someone follows.

Warm. Written in your voice. Something that opens a door instead of unintentionally closing one.

Everything after that, I handle personally - which means rapport starts from the first message.

Drop a comment below.

I’ll DM you & we’ll both find out what happens when a patient messages your page for the first time.

Dermal Socials

03/06/2026

01/06/2026

26/05/2026

22/05/2026

21/05/2026

19/05/2026

18/05/2026

15/05/2026

11/05/2026

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