Case study · Get chosen

1M+ organic views, and £0 spent on ads.

Lesley Reid is a specialist menopause and gut health dietitian in Glasgow, running a busy private practice with no spare time to keep social media consistent. We built a done-for-you content system that runs without her having to manage it, and organic reach followed.

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All organic. No paid advertising behind any of these numbers.

1M+
organic views
£0
paid advertising

Reach built through consistent organic content, not media spend.

The challenge

No time to run social media alongside a busy practice

Lesley's reputation is built on real clinical expertise, including work on Mounjaro clinical trials. But running a busy private practice left little room to plan, film, edit and post content every week. The ideas were there. The time to keep showing up consistently wasn't, and consistency kept slipping.

The problem was never a lack of expertise or ideas. It was keeping a schedule going with no spare hours in the week.

What we did

A sustainable, done-for-you content system

Rather than another content calendar Lesley would eventually fall behind on, we built a system that runs whether or not she has a spare hour that week, with her involved only where her voice or approval genuinely matters.

  • Researched what her audience actually wanted to know, week to week
  • Turned that research into content ideas and full scripts, ready to record
  • Designed and edited every piece of content in-house
  • Published on a consistent schedule she didn't have to manage herself
  • Reported on performance every month, so she could see what was actually working
  • Lesley's own time went into recording herself when a piece needed her voice, not into running the process behind it
What happened

Reach followed the consistency

734K accounts reached
254 new followers
9.2K likes
868 saves

Content was also shared 559 times, carrying the two hero posts below further than either could have reached alone.

Two Reels, two jobs

One built trust. One built reach.

A meme and an expert Reel carried most of the views between them, and each did a different job.

The expert-led Reel

126,170 views · 18s average watch time

"Hills I will die on as a dietitian who's worked on Mounjaro clinical trials." A straight, opinionated, expert take. An 18-second average watch time is exceptional retention for the format: proof that real expertise, delivered plainly, holds attention right through to the end.

Instagram insights for the expert-led Reel: 126,170 views, 49,789 accounts reached, 18 second average watch time

The "cool mum" meme

905,860 views · 683,865 accounts reached

A meme, with nothing clinical about it. It reached far beyond Lesley's existing followers and did most of the heavy lifting on the reach numbers above.

Instagram insights for the cool mum meme: 905,860 views, 683,865 accounts reached, 9,000 likes
Why it worked

Four things came together, not one trick

A sustainable cadence

A schedule Lesley could actually keep up with beat an ambitious one she'd inevitably drop.

Expertise that builds trust

The expert-led Reel showed that a clear, specialist opinion holds an audience's attention.

Personality that travels

The "cool mum" meme reached hundreds of thousands of accounts who'd never followed Lesley before.

A fully managed process

None of this needed Lesley to run a content calendar on top of a full patient list.

Where this fits

This is what "get chosen" work can look like

Get chosen

This organic system sits alongside Meta Ads on the discovery-led side of our work. See the paid side too. See how it works →

How it works

Work like this runs as an add-on to a marketing retainer, scoped on the discovery call. See the full offer →

Is social media the thing you never get to?

One call, and we'll tell you honestly whether a system like this would work for your clinic.

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