Digital Marketing
Positioning Dr. Miguel Botton as a trusted and highly specialized hand and wrist surgeon
Year
2022-2023
Industry
Health
Scope
Digital Marketing
Context
Dr. Miguel Botton aimed to strengthen his digital presence and position himself as a trusted and highly specialized hand and wrist surgeon through educational and credibility-driven communication. The goal was to build stronger visibility on Instagram, humanize the medical experience, and create accessible content capable of educating patients while reinforcing professional authority within the healthcare space.
Challenges
Medical Communication
& Accessibility
Medical topics can often feel intimidating, overly technical, or difficult for patients to understand. One of the main challenges was translating complex surgical procedures, pathologies, prevention methods, and recovery processes into accessible and educational content without compromising medical credibility or accuracy.
Building Trust in
Healthcare Communication
Healthcare communication requires a delicate balance between professionalism, empathy, and clarity. The strategy needed to position Dr. Miguel Botton as both a highly qualified specialist and a trustworthy, approachable professional capable of creating confidence and reassurance among patients.
Humanizing Clinical Environments
Medical environments are frequently perceived as cold or impersonal, particularly in surgical contexts. A key communication challenge was showcasing the human side of the practice through behind-the-scenes content, patient-centered storytelling, and visual communication capable of reducing distance between the audience and the medical experience
Standing Out in a
Traditional Industry
Most healthcare communication within the sector remained highly institutional and informational. The challenge was to develop a more modern and visually engaging digital presence capable of differentiating the brand through educational storytelling, strong visual identity, and audience-focused communication formats.
Goals
Strengthen Dr. Miguel Botton’s digital presence and positioning as a trusted specialist in hand and wrist surgery
Increase brand awareness and audience engagement through educational and human-centered content
Simplify complex medical topics into accessible communication formats for broader audiences
Build trust and credibility through consistent, informative, and visually engaging storytelling
Humanize the clinical and surgical environment through behind-the-scenes and patient-focused communication
Differentiate the brand within a traditionally institutional healthcare communication landscape
Encourage patient interaction, education, and long-term audience connection through interactive and value-driven content
Implemented a content-driven communication strategy across Instagram, adapting messaging and visual formats to educate, inform, and build trust with patients and broader audiences.
The strategy combined educational content with more human-centered storytelling, creating recurring content series focused on:
post-surgery recovery and patient guidance
common wrist and hand pathologies
prevention and mobility tips
daily-life recommendations and ergonomic advice
quizzes and interactive educational formats
behind-the-scenes content within clinical and surgical environments
Alongside organic content growth, the communication strategy focused on simplifying medical information through accessible language, visual storytelling, photography, short-form video, and educational design formats. Performance was continuously monitored through engagement analysis and audience behavior insights to optimize content relevance, reach, and interaction.
Results
Achieved a 29.3% increase in Instagram followers within 3 months through educational and human-centered content strategy
Generated 20K+ Instagram impressions in 3 months, increasing visibility and engagement around specialized medical content
Maintained a 4.31% interaction rate, strengthening audience engagement through quizzes, educational posts, prevention tips, and interactive formats
Built a stronger digital presence for Dr. Miguel Botton through consistent positioning focused on trust, specialization, and accessible medical communication
Increased audience understanding and engagement around hand and wrist health through educational storytelling and simplified medical content formats
Reflections
What I would do differently
With more time and resources, I would expand video-first educational formats, particularly short-form explainers and patient journey storytelling, to deepen audience engagement and increase educational reach. I would also explore collaborations with healthcare professionals, physiotherapists, and wellness creators to broaden visibility and create a more multidisciplinary health communication ecosystem.
What the project demonstrated
This project demonstrated how healthcare communication can become more accessible, human, and engaging without losing credibility or professionalism. It reinforced the importance of combining educational storytelling, visual communication, and empathy to build trust, strengthen patient relationships, and differentiate medical brands within traditionally institutional digital spaces.