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Dermal Socials 👋🏻 I’m Kate. I’m a freelance social media manager. PM for training and/or page management
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06/08/2026

A lot of practitioners name the treatment because they think that’s what selling looks like.

Or because it feels like value.

(And proof they know what they’re talking about.)

Others have been told not to name certain treatments, so naming the others feels like the safer option.

Fair enough.

None of those instincts are daft.

But nobody’s marking your homework here.

Patients aren’t checking whether you know your Radiesse from your Sculptra.

They’re checking whether you’re the kind of person they’d trust to look under the bonnet and tell them what’s actually going on.

Naming the part doesn’t do that.

It just gives them a job that isn’t theirs.

What patients actually want isn’t a parts list.

They want someone they trust to work it out for them.

That’s not really a content problem.

It’s a trust problem.

I write about how patients choose practitioners before they’ve ever met them.

If that’s your kind of thing, stick around.

03/08/2026

If you want to diagnose it yourself before you change anything, start here.

First, ask yourself whether the right people are actually finding your page.

Not just people.

The people who were already looking for someone like you.

Then ask yourself what happens when they first see your profile.

Is it immediately obvious who you help? I don’t mean aesthetics in general - who in particular?

Why should they choose you?

It that clear, or does it take a bit of work to figure that out?

And finally…

Are you measuring any of this?
Or are you guessing?

Sometimes you need more reach.

Sometimes your content isn’t the problem you think it is.

It could be the first impression your profile creates before anyone’s read a single caption.

Diagnose first.

The plan depends on what you find.


I’ve worked alongside clinics with 25 treatments on the menu.Twenty-five.I’ve seen rented machines barely being used. A ...
24/07/2026

I’ve worked alongside clinics with 25 treatments on the menu.

Twenty-five.

I’ve seen rented machines barely being used. A monthly cost instead of a source of revenue. Some eventually went back because they simply weren’t earning their keep.

Nobody had made a stupid decision.

They’d made a perfectly logical one.

“If I offer another treatment, more people will choose me.”

And sometimes that’s absolutely true.

If patients are already asking for something you don’t offer, adding it is probably a really sensible business decision.

But if you’re hoping another treatment will become another reason for patients to choose your clinic…

you might be trying to answer a completely different question.

And no amount of kit in the treatment room answers it for them.

Before you sign another rental agreement or book another training course, ask yourself this:

Are patients already asking me for this… or am I hoping this will make more patients choose me?

21/07/2026

For years, I thought my noodle was the problem 🧠🥴

I overthought everything.
Noticed things other people seemed not to.
As a child that was confusing as f**k.

I spent a long time wishing I could just switch my brain off.

Then I started working in a police control room, and - bizarrely - that’s exactly how they trained other people to think.

Reading between the lines.

Working out what someone actually meant, not just what they said.

It’s funny really, because I do exactly the same thing now.

When someone messages a client about treatment, they’re not usually asking about treatment.

They’re trying to work something else out.

They’re testing them (not consciously.)

Am I in the right place?

Will she make me feel silly?

Can I ask the question I’m actually trying to ask?

That’s the bit I hear. It’s the question underneath the question.

If I could say one thing to the version of me who spent years wishing her brain worked differently…

I’d tell her to stop trying so damn hard to think like everyone else. 🫠

One day, the thing that makes you feel different will become the thing people come to you for.

It did for me.

ClinicGrowth

21/07/2026

For years, I thought my noodle was the problem 🧠🥴

I overthought everything.
Noticed things other people seemed not to.
As a child that was confusing as f**k.

I spent a long time wishing I could just switch my brain off.

Then I started working in a police control room, and - bizarrely - that’s exactly how they trained other people to think.

Reading between the lines.

Working out what someone actually meant, not just what they said.

It’s funny really, because I do exactly the same thing now.

When someone messages a client about treatment, they’re not usually asking about treatment.

They’re trying to work something else out.

They’re testing them (not consciously.)

Am I in the right place?

Will she make me feel silly?

Can I ask the question I’m actually trying to ask?

That’s the bit I hear. It’s the question underneath the question.

If I could say one thing to the version of me who spent years wishing her brain worked differently…

I’d tell her to stop trying so damn hard to think like everyone else. 🫠

One day, the thing that makes you feel different will become the thing people come to you for.

It did for me.

“Pretty sure” isn’t a professional standard.And I wasn’t comfortable relying on “it’s probably fine.”CAP came back with ...
16/07/2026

“Pretty sure” isn’t a professional standard.

And I wasn’t comfortable relying on “it’s probably fine.”

CAP came back with two things I’d genuinely thought were fine.

Two lines tweaked. Nothing major.

But it meant the post went out clean.

I think this is where good practitioners get caught out.

Not through recklessness.

Through assumption.

If you’ve never used ASA/CAP’s Copy Advice service, it’s free, and it exists for exactly this.

If you found this helpful, pass it along.

10/07/2026

“Oh my God… is that your dad?”

That’s what Stuart’s daughter was asked after a friend sent her one of his reels.

That friend was never going to become a patient.

But someone she knows might.

This isn’t really about social media.

It’s about how people choose.

Before we started working together, his content was reaching the wrong people.

Now he’s recognised locally - not just by potential patients, but by people who’ve never even met him.

People don’t usually wake up one morning and randomly book a practitioner.

By the time they enquire, they’ve usually seen enough to feel like they already know them.

Every reel.

Every story.

Every review.

Every interaction.

It all adds another piece to that picture.

That’s Perception Architecture™.

Not creating a version of yourself online.

Making sure people get to know the real one.

Stuart tells this story far better than I ever could. 🤍

I drive to the same practitioner, even though I moved to a different county.There are clinics five minutes from my house...
09/07/2026

I drive to the same practitioner, even though I moved to a different county.

There are clinics five minutes from my house now.

I still make the drive.

Not because she’s cheap. She isn’t.

Not because she’s got the biggest following either. Knowing her, she’s probably never checked.

I do it because I trust her.

And weirdly…

that trust wasn’t built on all the times she said yes.

It was built on the times she didn’t.

The funny thing is, I can’t even remember every treatment she’s done.

I can remember every time she told me no.

“I don’t think you need that.”

“I’d leave it for now.”

“Honestly, I wouldn’t spend your money on that.”

Every one of those conversations probably cost her money in the moment.

But they’re exactly what earned mine.

Patients aren’t just looking for someone who can do the treatment.

They’re looking for someone who’ll stop them when it isn’t the right one.

That’s the whole idea behind Perception Architecture™.

People aren’t just judging your treatments.

They’re judging your judgement.

Which is why I’ll happily sit in traffic for an hour.

Every single time.

Your patients know you sometimes say no.

Does your Instagram?





Love it or loathe it, AI is changing how we do things.Most practitioners are still thinking about Google rankings.I’m al...
08/07/2026

Love it or loathe it, AI is changing how we do things.

Most practitioners are still thinking about Google rankings.

I’m already asking Gemini which clinics it’d recommend.

Not because I think AI is replacing Google.

But increasingly that’s where people start looking.

So I asked it about one of my own clients.

He came up first for his area.

Not because he’s got the biggest following.

Gemini could clearly explain who he is, what he stands for, and why a patient should trust him.

It’s pulling that from the same places patients do - his website, his reviews, his Google profile, his Save Face accreditation, what’s said about him online.

Experience. Credentials. Reviews. Consultation style.

Not one mention of Instagram.

It wasn’t looking for the clinic with 1 million followers.

It was looking for the clinic it could explain with confidence.

That’s a completely different game.

Instagram still matters because your content forms part of that. So does your website, your reviews, your Google Business Profile. Basically everywhere a patient can learn about you.

The question is whether they’re all telling the same story.

That’s what I call Perception Architecture™.

Try it yourself. Ask Gemini: “What’s the best aesthetic clinic in [your town]?”

The answer might tell you more than your Instagram Insights ever could.

🔗 Link in bio if you’d like my help making sure AI understands your clinic as well as your patients do.

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