TAF Clinic Social Media Management
- Tsamarah Balqis
- 5 days ago
- 3 min read
Clinical credibility education ≥ promotion
Compliance-first claims, consent, disclaimers
Inquiry workflow DM triage → front-desk handoff
Services Used: Social Strategy, Content Production, Community Management, Compliance Workflow, Analytics
Meet TAF Clinic.
TAF Clinic is a medical aesthetics provider. In a crowded market, social presence must balance education, ethics, and empathy.
Before we began, the feed mixed promotions with sporadic tips; before/after content lacked consistent framing, and DM inquiries often stalled without a structured follow-up.
The initial challenge.
In aesthetics, trust is everything and fragile. The feed skewed promotional, priming skepticism, while before/after assets varied in angle, distance, lighting, expression, makeup, and even camera height, which made true improvements look inconsistent.
Clinically, replies strayed into advice without context or disclaimers; different staff wrote in different tones, and occasional claim-style words (“instant,” “guaranteed,” “permanent”) flirted with advertising and professional rules. Consent provenance for legacy images was patchy no clear link from the creative back to a signed consent, treatment, and date so the clinic couldn’t evidence permission or retraction if a patient changed their mind.
Disclaimers and risk language appeared sporadically, there was no standard phrasing for indications or downtime, and some assets included identifiers (tattoos, jewelry, backgrounds) that should have been cropped or masked. Operationally, DMs meandered: without a triage script or escalation path, conversations mixed indications, pricing, contraindications, and expectations for days, only to arrive at the front desk without baseline info (concern, timing, location, medical red flags). Local discovery underperformed because address, hours, and one-tap map links weren’t reliably embedded in posts, highlights, or the bio; interested users jumped to Google and often landed on competitors.
Measurement flattened intent: taps to call, WhatsApp, and booking weren’t tracked with UTMs or events; numbers weren’t location-specific; and high-intent DMs looked identical to casual comments in reports. The net was a busy feed that couldn’t prove education happened, couldn’t connect content to booked consults, and wouldn’t withstand a documentation audit with confidence.
Our solutions.
We pivoted to education-first content with a clinical governance layer and measurable handoffs. Doctors front the narrative in plain language indications, mechanism, candid expectations, aftercare, and who is or isn’t a candidate through short explainers and tightly framed Q&As. Every before/after now follows an SOP: neutral expression, no makeup, hair secured, identical camera height and focal length, fixed distance markers on the floor, consistent lighting/background, and treatment context in the caption.
Each asset is tied to a consent record (patient initials or ID, date, modality, areas treated, expiry/withdrawal notes); if provenance is unclear, the asset is retired. We introduced a red-list/green-list lexicon to eliminate claim-like language and standardised disclaimers and risk phrasing, so posts read consistently and stay inside advertising and professional boundaries. Comments that drift toward personal advice are redirected to consult with an approved script; anything clinically sensitive skips public debate.
DMs now run on a structured triage: greet, identify the concern, screen simple red flags (recent procedures, pregnancy/breastfeeding, keloid history, active dermatitis, isotretinoin use), capture location and time preference, and produce a concise note the front desk can action. Hand-offs include a preferred clinic number and a calendar window, reducing back-and-forth. Highlights became a guided tour Start Here, Treatments, Safety & Aftercare, Results and every template surfaces local signals (address, hours, one-tap map). The bio link routes to a focused landing page with one promise, credible testimonials, a compact FAQ (pricing ranges, session flow, downtime), and a single CTA.
Measurement shifted from vanity to outcomes: GA4 events now capture taps to call, WhatsApp, and booking; deep links preserve UTMs; location-specific numbers allow attribution by clinic; and content is tagged by indication and funnel stage. Weekly reviews show which explanations reduce DM cycles and which formats create scheduled visits; top educational reels receive light geo-targeted boosts to nearby lookalike audiences without changing tone.
A simple publishing SLA, version control, and a visual QA checklist keep cadence steady and assets “audit-ready.” The result is a feed that behaves like a clinical front door consistent voice, compliant claims, predictable education and an operational loop that converts informed questions into qualified appointments the clinic can track, defend, and scale.
