Social media is one of the most powerful ways to grow your aesthetic clinic, but only if you have a clear strategy. Too many clinics post without purpose, hoping something “goes viral”. In reality, success comes from a structured approach that builds trust, attracts the right clients, and drives bookings.
In our recent live webinar, Mike Sherwood (Award-Winning Aesthetic Business & Marketing Coach) and Georgia Watson (Creative Director, Aesthetic Web) shared a proven 3-part social media strategy designed specifically for UK aesthetic clinics.
Here’s your step-by-step guide to applying it in 2025.
Branding: Your Clinic’s Digital Identity
Your branding is the foundation of everything you post online. It’s not just your logo, it’s your colours, fonts, captions, imagery, and tone of voice.
Why it matters:
- First impressions count, your feed should instantly reflect professionalism and trust.
- Strong branding makes your clinic instantly recognisable across Instagram, TikTok, and beyond.
- Patients judge your digital presence as a reflection of your results. A polished feed signals quality and safety.
Pro Tip: Include both your clinic name and a core service in your social media handle. For example: “Glow Aesthetics | Expert Skin Rejuvenation”. This makes it easier for patients to find you, reinforces your expertise, and improves searchability on Instagram and Google.
“A confused feed leads to a confused mind. Patients need to know exactly who you are and why they should choose you.” — Georgia, Aesthetic Web
Content Creation: What to Post (and Why)
Not sure what to post? Build content around core pillars that align with your clinic goals.
High-performing clinic content includes:
- Educational posts: Position yourself as the expert (e.g. “What to expect from Profhilo”).
- Behind-the-scenes: Humanise your brand and show the real people behind the clinic.
- Testimonials & results: Share client success stories (with consent).
- FAQs: Answer common patient questions to overcome objections before they enquire.
Balance is key: combine engaging, trust-building posts with subtle promotional content. Keep a content library ready so you’re never stuck for ideas.
Pro Tip: Use local keywords in your captions alongside relevant hashtags. For example, instead of just posting “Skin boosters available now”, write “Skin boosters in Manchester – available at Glow Aesthetics”. This not only helps patients in your area find you but also signals to Google and Instagram that your clinic is location-based.
Consistency & Engagement: Show Up and Be Present
The algorithm rewards consistency, but consistency doesn’t mean posting daily. Instead, focus on quality over quantity.
How to stay consistent:
- Stick to a posting schedule (e.g. 3–4 times per week).
- Use scheduling tools so your feed stays active when you’re busy treating patients.
- Respond to comments and DMs quickly – speed builds trust.
- Engage with your local community online (follow, comment, and interact).
Remember: one viral post won’t grow your clinic. Showing up regularly, with purpose, will.
Bonus: Why Paid Ads Matter
Organic content builds connection, but it has limits. If you want predictable enquiries, you’ll need to combine organic growth with paid social ads.
Final Thoughts
The clinics winning on social media in 2025 aren’t relying on luck, they’re using a clear, repeatable system:
- Strong branding that builds trust
- Content that educates, engages, and converts
- Consistency and engagement to keep momentum
If your social media isn’t delivering enquiries, it’s not your fault, you just need the right framework.
Missed our Webinar?
Not to worry, you can rewatch it here.
Passcode: @&358paS
At Aesthetic Web, we help clinics across the UK with websites, branding, and marketing designed to attract patients and grow bookings. Let’s help you with your social media strategy today.
