A board-certified medical director specializing in aesthetic medicine partnered with Fifth & Cor to elevate her digital presence—specifically focusing on Instagram and YouTube. The goal was to establish her as a trusted thought leader, grow brand visibility, and convert educational content into increased engagement and inquiries.

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Strategy
To position the medical director as both an educator and expert, Fifth & Cor developed a content strategy rooted in authenticity and authority. We combined short-form video formats—YouTube Shorts and Instagram Reels—to educate potential patients on trending treatments, showcase real-time procedures, and provide digestible expert commentary on skincare and injectables.

The Instagram strategy leaned heavily into:

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• Educational Reels (FAQs, treatment explanations, pre- and post-care tips)

• Behind-the-Scenes Content from the practice

• Trending audio and visuals to boost discoverability

• Branded graphics and highlight covers to ensure cohesive presentation
   

On YouTube, we implemented:

• A cadence of weekly Shorts under 60 seconds

• Strategic keyword-rich captions and hashtags

• Thoughtful titling for search discoverability

• Cross-promotion through Instagram Stories and posts
   

Results (First 90 Days)

Instagram:

• 40.8K total views 

• 4,053 accounts reached, representing a +50.2% increase in visibility

• 919 profile visits, showing a 20.6% increase in user interest and potential patient intent
   

These numbers indicated significant organic growth and strong content resonance with her ideal audience. Reels featuring educational commentary from the doctor herself consistently outperformed passive visuals—solidifying her role as a trusted educator and practitioner.

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YouTube:

• 16.5K total views

• 24.2 hours of total watch time
   

For a relatively new channel, these are standout results. Short-form video here proved to be a long-term asset, driving traffic days and even weeks after being posted, thanks to YouTube’s powerful search engine capabilities.

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Conclusion
This case study underscores the power of pairing educational authenticity with platform-specific content strategy. By showing up consistently on YouTube and Instagram, the medical director was able to grow her reach, attract more informed patients, and reinforce her status as a leader in the aesthetics space.

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And this is only the beginning—continued momentum will only amplify results in the months to come.