Dermal Socials

11/01/2026

Posting MORE doesn’t fix what’s happening at the top of your profile.

If someone lands on your page and feels unsure, pressured, or confused,
they don’t scroll further to be convinced.
They leave.

Quietly.

That’s why consistency alone doesn’t lead to more enquiries.

Instagram isn’t a volume problem.
It’s a first-impression problem.

And most clinics are trying to fix it in the wrong place.

09/01/2026

09/01/2026

Posting more doesn’t fix what’s happening at the top of your profile.

That’s where most decisions quietly happen.

If someone pauses on your page and feels unsure, pressured, or confused, they don’t scroll further to be convinced.
They leave.

Quietly.

That’s why consistency alone doesn’t lead to more bookings.

Instagram isn’t a volume problem.
It’s a first-impression problem.

And most clinics are trying to fix it in the wrong place.

08/01/2026

Your content isn’t being judged evenly.

Most clinics optimise their grid like people are carefully browsing.

They’re not.

Eye-tracking research shows people scan Instagram profiles in an F-pattern:

profile photo → name → first 1–2 lines of the bio.

THEN they decide whether to stay or leave in around 2–3 seconds.

That’s it.

Not:
• your highlights
• your pinned posts
• your best carousel from last month

Those come later - if you pass the first glance.

So if the top of your profile doesn’t instantly answer:
“Is this safe?”
“Is this for me?”
“Do I trust this person?”

People don’t scroll to decide.
They scroll to rule clinics out.

Your job isn’t to impress.
It’s to remove hesitation - fast.

08/01/2026

Your content isn’t being judged evenly 👀

Most clinics optimise their grid like people are carefully browsing.

They’re not.

Eye-tracking research shows people scan Instagram profiles in an F-pattern:

profile photo → name → first 1–2 lines of the bio.

THEN they decide whether to stay or leave in around 2–3 seconds.

That’s it.

Not:
• your highlights
• your pinned posts
• your best carousel from last month

Those come later - if you pass the first glance.

So if the top of your profile doesn’t instantly answer:
“Is this safe?”
“Is this for me?”
“Do I trust this person?”

People don’t scroll to decide.
They scroll to rule clinics out.

Your job isn’t to impress.
It’s to remove hesitation - fast.

07/01/2026

Most clinics think Instagram is where patients decide.

It isn’t.

It’s where they quietly rule options out.

They’re not asking:
“Is this the most impressive clinic?”

They’re asking:
“Does this feel safe?”
“Will I look obvious?”
“Will they rush me?”
“Will I regret this?”

That’s why loud, sales-heavy, transformation-obsessed content so often attracts:
• low-intent enquiries
• price shoppers
• people who need convincing

Reassurance doesn’t kill bookings.
It filters for the right ones.

Instagram doesn’t need to make people choose you.
It just needs to make them feel safe enough to keep going.

05/01/2026

Instagram isn’t a portfolio.
Patients aren’t browsing. They’re deciding.

You’ve been told to be consistent.
To post more.
To make your content “more engaging”.

(Usually by people who’ve never sat in a consultation room.)

But when someone lands on your clinic’s Instagram,
they’re not excited.
They’re cautious.

They’re quietly asking things like:
• Will I still look like me?
• What if I regret this?
• Will they listen… or sell?
• Can I change my mind without pressure?

That’s why “wow” results don’t always convert.
And why reassurance usually outperforms promotion.

Instagram isn’t where people get brave.
It’s where they decide whether they feel safe enough to take the next step.

So if bookings feel inconsistent, it’s rarely about how often you post or how “engaging” your content is.

It’s about whether what you’re sharing reduces hesitation…or adds to it.

03/01/2026

Posting more won’t fix this.
You’re looking in the wrong place 👀

Most medical aesthetics clinics don’t need to post more on Instagram.

They need highlights that actually convert.

I won’t pretend highlights are fun to do properly.
They’re a pain in the arse when you optimise them for enquiries, clarity, and trust.

But once they’re done, they quietly do a lot of the heavy lifting.

Your Instagram highlights should:
• answer patient questions before a DM lands
• set expectations without awkward back-and-forth
• filter out the wrong enquiries
• warm up the right ones

Which is why when highlights are empty, outdated, or chaotic, that’s usually where Insta bookings stall - not your content.

Be honest:
when was the last time you actually refreshed yours?

(There’s a reason I’m rebuilding mine 👀)

19/12/2025

Most clinics aren’t bad at Instagram. They’re just guessing 🤷🏻‍♀️

Guessing hashtags.
Guessing who they’re talking to.
Guessing what Instagram is meant to do with their content.

And guessing is fooking exhausting 😪
Instagram shouldn’t be the hardest part of your week (or day.)

Here’s the rule that works:

3 hashtags. Each one has a job.

• WHAT is this post actually about?
• WHO do I want to see it?
• WHERE am I based (or what series does this belong to)?

If a hashtag doesn’t clearly fit one of those, it’s not helping you. It’s just… there.

Instagram WANTS to show it to the right people.

It isn’t rewarding ‘more’ anymore now that hashtags are capped. It’s rewarding clarity.

Save this so you stop overthinking hashtags.

And send it to whoever runs your Instagram so you’re not undoing each other’s work.

18/12/2025

Most medical aesthetic results don’t photograph well.
That doesn’t mean they don’t work. 👀

A lot of results are visible in real life.
They’re just subtle. Balanced. Natural.

I’ve lost count of how many before-and-after photos I’ve seen where you genuinely have to guess which is which.

That’s not bad work, it’s conservative, ethical practice doing exactly what it’s meant to do.

The patient can see it.
They feel it.
They’re over the moon.

The camera? Not so much.

And that’s where the panic sets in:

“If I don’t post before & afters, how do I show results?”
“What am I supposed to post instead?”
“Is my marketing broken?”

No.

The mistake is thinking transformation has to be proven visually.

When your work is designed to be discreet, the solution isn’t louder proof…it’s different proof.

That means marketing:
• your judgement, not just outcomes
• your restraint, not shock value
• the confidence patients gain, not the millimetres added

Because the tide has changed.

Patients don’t want to look done.
And ethical practitioners aren’t creating drastic changes just to make Instagram happy.

In medical aesthetics, the real transformation isn’t a before-and-after photo.
It’s the quiet return of someone’s confidence.

And subtle work needs marketing that understands that.