SOCIAL MEDIA STRATEGY & MANAGEMENT · CONTENT & VISUAL CREATION
Docteur Benjamin Pescetto
Strategic Content Positioning & Digital Presence
A structured social media strategy and visual content direction developed to support the transition towards a private facial surgery and aesthetic medicine practice in the South of France.
The Context
Dr Benjamin Pescetto was moving from a clinic-based environment into private practice. His medical expertise was already established, while his digital presence still reflected an earlier stage of his career.
As a facial surgeon combining ORL and aesthetic surgery, with a particular focus on ultrasonic rhinoplasty, he needed a clearer position online.
The objective was to attract more patients for rhinoplasty and aesthetic medicine while gradually reducing basic ORL consultations.
Strategic Focus
The work began by defining a position built around precision, technological expertise and natural results.
Ultrasonic rhinoplasty became the central point of differentiation. Aesthetic medicine was presented as measured, medically grounded and consistent with the wider surgical practice.
Instagram and LinkedIn were organised around education, clinical credibility and genuine patient questions. Procedures were explained with enough depth to demonstrate expertise while remaining clear and accessible.
The content avoided the usual conventions of medical social media. No trend-led formats, artificial engagement tactics or exaggerated claims. Each topic was selected for its relevance to the practice and the patients it wanted to attract.
The Work
Reverelle managed the strategy and execution across Instagram and LinkedIn, including content planning, scripting, on-site filming, visual direction and ongoing platform management.
Rhinoplasty, aesthetic medicine and functional surgery were structured into clear content pillars. Educational videos explained complex procedures without reducing their clinical depth, while carefully selected before-and-after material supported credibility within the standards of medical communication.
Stories and short-form videos brought greater proximity to the content while preserving the seriousness of the practice.
LinkedIn extended the positioning into the professional medical network, with content focused on innovation, surgical expertise and the development of the private practice.
Views directed towards the website. Profile activity translated into consultations. Educational content evaluated through its contribution to the practice.
Each educational post about rhinoplasty now generates an average of six new procedure consultations.
The number of aesthetic medicine procedures increased alongside a higher volume of rhinoplasties, the central specialisation of the practice. Male patients, previously underrepresented, also became a recurring patient profile.
Appointments are generally scheduled at least two weeks in advance.
The digital presence grew from almost zero to more than 3,500 followers within a few months. Engagement remained consistent, with story views reaching approximately 30% of followers.
Instagram now drives around 220 monthly visits to the website.
LinkedIn also strengthened Dr Pescetto’s visibility within the local medical network.
Overall, the practice moved towards more specialised procedures and patients aligned with its new direction.
Reflection
Many professionals still believe that social media growth depends on trends, dances and performative formats. This project followed a different logic.
Educational content built around genuine curiosity and clinical depth attracted patients interested in the expertise of the practice, rather than an audience looking primarily for entertainment. When the method is right, visibility grows on stronger terms. The audience changes, the enquiries become more relevant and the digital presence begins to support the actual direction of the business.