Turning a nurse-led clinic into the most watched aesthetics brand in Wales

Dawn Clinic is one of the most trusted aesthetics clinics in South Wales. Nurse-led. Prescriber-led. Thirty-two years of nursing behind it.

Dawn Richardson has been in aesthetics for seventeen years. The clinic runs twenty treatments, from injectables to NeoGen plasma, HydraFacials to body sculpting, with a 4.7-star Google rating and a client base that comes back year after year.

On the surface, nothing about the clinic looked like it needed help being trusted.

But trust wasn’t the problem. Reach was. The content was informative, accurate and professional, and it was reaching the same people every month. Existing clients watched. New ones never saw it. In a market full of cheaper injectors with louder Instagram accounts, the clinic with the strongest credentials was the quietest in the feed.

The content was holding an audience. It wasn’t building one.

Twenty treatments is a lot to explain. Every post tried to educate, which made every post look the same to someone scrolling past. New devices were launching with no audience ready to hear about them. And the clinic’s most powerful asset, a nurse who’d spent three decades earning the right to be trusted, was behind the camera, not in front of it.

To grow, Dawn Clinic didn’t need to be more credible. It needed to be seen by people who hadn’t yet found out how credible it was.

Organic to make them curious. Ads to catch them when they’re ready. The website to close.

The insight was simple: Dawn’s audience wasn’t on Instagram looking for a clinic. They were on Google.

The website was already the main source of new clients. People searched for a treatment, found the clinic, read the credentials and booked. Instagram was being treated as a second website, full of information, when it needed to be a front door. The job of social wasn’t to explain the treatments. It was to stop the scroll, make someone curious, and send them to the website that would do the explaining.

“Dawn was putting out fifty-five posts a month and getting thirty-five thousand views a month, which sounds fine until you look at who’s watching. It was the same people. No new followers, no new conversations. The content was good. It just wasn’t built to travel.”Finn Hyett, founder of Proteus Digital

“Credentials don’t stop a scroll. A face does, a result does, a trend done well does. Then the credentials close the deal.”

The second insight was about the audience itself. Dawn’s clients are older than the typical aesthetics Instagram follower, and they behave differently. They read, they research, they want to trust the practitioner before they trust the treatment. That meant bigger text, clearer carousels, before-and-afters with the nurse in shot, and a tone that was on-trend without being silly. Professional, but not invisible.

And it meant the ads had to do a different job from the organic content. Organic builds the trust. Ads capture the intent. When someone’s already thinking about their eyes or their body, a single-word reply should be all it takes to start a conversation.

Splitting the work into three distinct roles instead of relying on a single post.

Our strategy was to split the work into three jobs and stop asking one piece of content to do all of them.

Three content pillars carry the organic side: client testimonials and before-and-afters for proof, educational reels driven by Dawn’s expertise, and trend-led promotional videos to gain maximum reach. Maddie sends Dawn ten or eleven trend options each month. Dawn picks three or four. They’re filmed in one efficient session with Alex, so the clinic is never scrambling for content.

Two Meta ad campaigns a month run alongside it, built on Lead objective with instant forms, so nobody has to leave Instagram to enquire. Each campaign is tied to a single treatment and a single keyword: EYES for blepharoplasty, BODY for body sculpting. Every lead lands in HubSpot automatically, so the clinic can follow up within the hour.

Every launch gets its own push — from the Aura 3D skin analysis machine to NeoGen and Dermalux phototherapy. By November, the whole clinic is positioned under one unifying umbrella: regenerative medicine. Slowing ageing, not changing how you look.

“The thing people get wrong with clinics is they think the content has to be clinical. Dawn’s clients want to see a nurse they can trust doing work they can see. So we put her in front of the camera, made the results the hero, and let the trends do the reaching. The credentials are still there. They’re just not the first thing you see any more.”Finn Hyett, founder of Proteus Digital