Portfolio / Medical positioning and digital marketing
Before booking, a patient wants to know the doctor.
In aesthetics, nobody chooses a procedure in the abstract: they choose who will perform it. Dr. Carlos Cervantes practises in El Poblado, and his digital presence had to say what he does and who he is. The brief was to give him relevance on three fronts that say the same thing — website, Instagram and Facebook, and paid media — so that whoever arrives through any of them finds an aesthetic surgeon with a name, his procedures explained, and a simple way to ask for an assessment.
01The brief
The practice already existed. It needed to be seen.
Dr. Cervantes had the hard part: satisfied patients, years of practice and a clinic in El Poblado. What he needed was a digital presence to match — so that someone searching for eyelid surgery in Medellín could find him, and someone arriving on a referral had somewhere to confirm the referral was a good one.
The brief was about positioning before design: give relevance to what the doctor does, explain his services one by one, and present him as what he is, an aesthetic surgeon. That meant working three fronts at once — the site, social media and paid media — under one rule: all of them had to tell the same story and end in the same place, the assessment.
What had to be solved
- 01Present the doctor, not a generic clinic
- 02Explain each procedure before the consultation
- 03Show up in local searches by procedure
- 04Answer the doubts that stop a first appointment
- 05Make social and paid media lead to the same place
- 06One clear way out: ask for an assessment
Our role
Positioning strategy, site architecture and content, design and build in WordPress with Elementor, procedure pages and articles aimed at local search, Instagram and Facebook management, and paid campaigns driving to the assessment.
02The rule
What set the tone of the whole project.
A person's name, not a generic clinic.
The category sells with stock photos and interchangeable promises. Here every piece is signed: the logo is the doctor's handwritten signature, every procedure page closes with «Dr. Carlos Cervantes · Cirujano estético», the «About the doctor» block sits on the home page rather than buried inside, and the articles carry his name in the headline.
The same rule governs social media: the content puts the doctor, the clinic and the procedures first, not beauty templates. A patient who sees a post, visits the site and writes on WhatsApp should feel they have been talking to the same person all along.
The doctorThe procedureThe assessment
03Three fronts
Three channels, one message.
Each channel has a different job inside the same journey. None competes with the others: they hand the patient from one to the next until the assessment.
Where the decision is confirmed.
The site is the doctor's file: who he is, which procedures he performs, how the process works and what a patient usually asks before deciding. It is where someone already interested lands when they need the confidence to take the step.
Where the doctor is met.
Management of both accounts with content that brings the doctor and his procedures to the front. In aesthetics, social media is the waiting room: patients watch for weeks before writing, and what they see there has to match what they will find in the consultation.
Where reach is extended.
Campaigns aimed at people in Medellín interested in the clinic's procedures, with a single possible action at the end: write to book the assessment. The ads do not sell a price; they lead the patient into a conversation with the clinic.
04The site in numbers
What a patient finds before writing.
Content counts taken from the published site, not performance figures. They describe how much is answered before the first conversation.
- 6
- procedures featured on the home page
- 2
- procedures with their own page
- 2
- long-form procedure guides on the blog
- 10
- FAQ answers in 3 groups
- 4
- steps explained up to the assessment
- 20–40 min
- published length of the assessment
05The site
From first glance to assessment.
The headline anchors the search — aesthetic medicine in Medellín — and the promise the doctor repeats in consultation: natural results. The handwritten signature works as the logo and the «Book an appointment» button follows the whole navigation.
Training, certification and experience, on the home page and not on an inner page. It is the block that answers the question that actually decides an appointment: who is going to operate on me.
The 6 featured procedures, each with one line on what it does and a direct link to request an assessment. No prices: the conversation starts in the consultation.
The doctor up front and the 4 steps of the assessment, from the first WhatsApp message to follow-up after the procedure. Anyone unsure how to begin no longer has to ask.
The list of treatments and, beside it, the clinic's phone number on a gold card. It is the only piece of the home page about contact, and it reads at a glance.
Every procedure with its own page explains benefits, safety and recovery, and closes with the doctor's signature and the call to an assessment.
Long-form guides per procedure, written for the search a Medellín patient makes before deciding. They bring organic traffic and feed the social accounts.
06The content
Writing for the search a patient makes.
Nobody searches for «aesthetic medicine» in the abstract. They search for «eyelid surgery in Medellín», «how long is botox recovery» or «is it safe». The site's content is organised around those searches: 2 procedures with their own page, 2 long guides on the blog with the city and the doctor's name in the headline, and an FAQ page that answers what holds back a first appointment.
The 10 questions are grouped into treatments, appointments and procedures, and answer with specifics: the assessment takes 20–40 minutes, most procedures are outpatient, non-invasive ones let you return to your routine the same day. Every answer is one objection fewer in the first conversation.
The same content feeds social media. A blog guide becomes several posts, and every post leads back to the site, where the full explanation lives. The effort of writing is made once and works on all three fronts.
With care
On a health site, prudence is part of the content: nothing promises a guaranteed result, answers point to the medical assessment, and patient reviews are published as they were written, untouched.
07The journey
From a post to a booked assessment.
The path a patient follows from first seeing the doctor to sitting in the consultation. No channel tries to close on its own: each one leads to the next.
Paid media
Reach in MedellínInstagram and Facebook
Meet the doctorWebsite
Confirm the decisionWhatsApp
BookClinic
Assessment
- 01
Sees the doctor
An ad or a post shows them the doctor and a procedure they care about, in their city.
- 02
Follows and gets to know him
On the clinic's accounts they see more procedures, explanations and the doctor himself. Trust is built before the first message.
- 03
Confirms on the site
They read the procedure page, the block about the doctor and the FAQ. They arrive at the conversation with the basic doubts already answered.
- 04
Writes on WhatsApp
The floating button and every «Book an assessment» lead to the same chat. Anyone who would rather not write has the form, with the service of interest and a date.
- 05
Reaches the assessment
The doctor evaluates the case and proposes the treatment. Follow-up continues after the procedure, which is what later shows up in the reviews.
The diagram is the journey that was designed. How many patients take it through each channel is the clinic's data and is not published here.
08The visual system
Private practice, not spa.
Aesthetics is almost always illustrated with pink, flowers and retouching. That register works for a beauty treatment, not for a surgeon: here the patient is evaluating a doctor. The system aims at the restraint of a private practice.
Gold, cream and night blue.
Gold #A68E4B carries the headings and icons, cream #FFF8F1 separates the supporting bands, and night blue #18162B is kept for the top bar and the booking button. Three tones, and only one for action.
Roboto to read, the signature to sign.
A single clean family for headings and body, so reading about a procedure is as clear as hearing it explained in consultation. The only lettering with character is the handwritten signature in the logo: the doctor's name, written the way he signs it.
Hands, procedures and the doctor.
Treatment images with gloves, equipment and clinical detail, and portraits of the doctor in his clinic. Nothing on the home page shows a before and after: results are discussed in the assessment, not on a banner.
09The delivery
What was built and what comes next.
The site is built in WordPress with Elementor on the Hello theme, with a custom content type for procedures, Rank Math for technical SEO and structured data, WP Rocket for caching and Google's Site Kit for measurement. Conversion goes to WhatsApp from a floating button and from every service card, with an assessment form as the alternative.
What is still pending is stated just as plainly. The new site still runs on the hosting's temporary domain: launching it on the clinic's own domain is the next step, and with it migrating what the previous site had already ranked for. Two institutional pages — the clinic and contact — are in content review, and the blog needs a steady publishing rhythm so every procedure gets its guide.
Social media and paid campaigns are ongoing. We do not publish their figures because they are not ours, and because in a health case a number without a source does more harm than none.
Delivered
- 01Positioning strategy for the doctor
- 02Site architecture and content
- 03Design and build in WordPress and Elementor
- 04Procedure pages on a custom content type
- 05Procedure guides aimed at local search
- 06FAQ by treatment, appointment and procedure
- 07Conversion to WhatsApp and an assessment form
- 08Instagram and Facebook management
- 09Paid campaigns driving to the assessment
10The value
What changes when the doctor lets himself be known.
Trust is earned before the consultation.
In aesthetic medicine, patients arrive at the assessment having decided almost everything already. What they see beforehand — in a post, an ad, a procedure page — is what makes them write or keep looking.
That is why the project does not sell procedures. It introduces a doctor, explains what he does, and lets the patient reach the conversation knowing who they are going to talk to.
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Do your patients know you before they write?
If your practice runs on trust, your digital presence should confirm it before the first message. We can review what a patient finds today when they look you up, and what they should find.
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