SOCIAL MEDIA STRATEGY & MANAGEMENT · CONTENT & VISUAL CREATION
Dr Diba Abrar
Specialist Positioning & Ongoing Content Direction
A strategic social media repositioning for Dr Abrar’s specialist practice in women’s intimate medicine and surgery, supported by ongoing editorial and visual content direction
The Context
Dr Diba Abrar had been present on Instagram for several years, at different times managing the account himself and working with external support.
By the beginning of our collaboration, the account had been largely inactive for almost a year and had around 600 followers.
Most earlier content covered broad gynaecological subjects through spontaneous educational videos. The information was useful, but the profile did not clearly reflect the more specific area Dr Abrar had developed his practice around: women’s intimate medicine and surgery.
For someone discovering him online, that specialisation was difficult to identify.
Strategic Focus
The starting point was to define what the practice should be known for online.
Dr Abrar works within a particularly specialised area of women’s health, with treatments covering intimate surgery, vulvar conditions, pelvic floor disorders and intimate medicine. The communication needed to give that expertise a much clearer position.
Education remained central to the strategy. Many of the conditions he treats are still poorly understood and difficult for patients to discuss, so the content needed to explain them in a way that felt medically precise, accessible and comfortable to engage with.
The communication also needed to feel natural to Dr Abrar and the way he works with patients: professional, direct and recognisably his own.
The Work
Reverelle developed the initial communication strategy and translated it into an ongoing content and visual system.
The Instagram profile was optimised around Dr Abrar’s specialisation and treatments, giving patients a clearer understanding of the practice from the first visit.
Content research is based on real questions, symptoms and concerns women have around intimate health. These insights inform the editorial planning and are developed into educational Reels, carousels and recurring formats around the conditions and treatments Dr Abrar works with.
The ongoing direction covers topic research, content planning, scripts, captions, visual design, filming, direction during shoots and video editing.
A new visual system brought more consistency to the account and created a clearer framework for combining medical education, treatment information and Dr Abrar’s own perspective.
Educational content that expanded reach, strengthened recognition and translated into more consultations, including growing demand for key procedures.
Six months into the collaboration, Dr Abrar’s specialisation is much easier to understand from the first interaction with his profile.
Patients can quickly understand what he treats and when his expertise may be relevant to them. This clearer positioning is also reflected in the account’s growth, from around 600 to more than 1,350 followers, with monthly content views now approaching 250,000.
As that positioning became clearer, the geographic reach of the practice expanded. Patients now discover him from across France and abroad, travelling to Nice for consultations related to his specialisation.
Demand has also grown around procedures directly connected to that positioning. Nymphoplasty appointments are now scheduled further ahead as the number of procedures has increased.
Some women recognise symptoms they had previously struggled to understand, sometimes after months of unsuccessful consultations, and seek a more relevant specialist opinion.
Reflection
Specialists often broaden their communication in an attempt to reach more people, even when their strongest position sits within a much narrower area of expertise.
A specialised subject can be explored from many different angles when the content stays close to real patient questions, clinical situations and recurring concerns. This allows the communication to go deeper instead of moving between broader topics at a surface level.
For patients, that depth is often what makes the content genuinely useful. They are looking for answers to specific questions, real situations and a clearer understanding of what they are experiencing.