What we were asked to do
Dr. Ilinca Coman was starting from zero: no website, no social media profiles, no digital presence at all. Together, we took on building the entire digital ecosystem, from strategy and brand positioning to the daily content.
The challenge
There was nothing to build on: no site, no profiles, no audience. And in healthcare, being seen isn't enough. The content had to earn trust, and every medical message needed the doctor's approval.
Our approach
We built an integrated digital marketing and positioning plan around every touchpoint with a potential patient, combining authentic branding, video SEO and a rigorous editorial calendar to build trust and organic visibility.
- A website designed for conversion and SEO
- Facebook, TikTok and Instagram profiles created from scratch
- A communication strategy and key messages
- An editorial plan with efficient filming: 15 videos from a single one-hour session
- SEO built into the videos and captions
- Consistent posting: 3–4 videos a week
- An intensive daily campaign during peak season
Three things that made the difference
The compound effect Posting consistently trained the algorithm to show the content to the right audience, creating organic growth that sustains itself.
Efficient production One hour of filming = 15 videos. Planning ahead maximized output and kept the publishing pace high.
Video SEO Optimized titles, captions and hashtags amplified organic reach on every platform.
What came out of it
- Facebook: 3.5M reach and 25,155 follows · Instagram: 2M reach and 10,466 interactions · TikTok: 768K reach and 11,500 follows
- Two standout reels: 865,000 views and 1.5M views
- Comments and messages from exactly the right audience: potential patients
- Positive feedback at the practice itself: patients had seen the content and brought up specific videos
- Existing patients left reviews and public comments, the strongest social proof there is
- New patients came directly from the content, through the website form, WhatsApp and social media
- A steady flow of patients through the summer months, compared with none the year before
January–August 2026 · 100% organic, because we want sustainable growth and a well-built brand.
