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Dermatology strategy · Content Marketing Executive
BIOHA
Replacing direct sales pressure with a content journey built around useful education, visible expertise and organic trust.
2026 · Audit / Funnel / Content optimization
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(The brief)
Move from showcase-led posts to a content system people could learn from and trust.
BIOHA’s Facebook content relied heavily on service showcases and direct calls to action. The channel needed to answer real patient questions, communicate medical expertise and support conversion without feeling like a hard sell.
As Content Marketing Executive, I audited performance, rebuilt the strategy around an Awareness–Trust–Conversion funnel, coordinated content production and tracked results in Meta Business Suite.
(Organic outcome)
Useful content.
Measurable trust.
(Strategy shift)
Earn attention.
Then earn action.
- 01
Audit
Reviewed audience behaviour, existing performance and the role each content group was actually playing.
- 02
Restructure
Built a three-stage funnel so awareness, trust and conversion content each had one clear job.
- 03
Produce
Aligned educational posts, treatment cases, visuals and Reels around real patient information needs.
- 04
Optimize
Used Meta Business Suite data and audience feedback to refine content rather than repeat direct sales prompts.
(The funnel)
Three stages.
One clear job each.
Be useful first
Dermatology education answers what patients are already trying to understand.
Show expertise
Explanations, treatment cases and visible credentials make authority tangible.
Make the step easy
Service information arrives after the audience is informed — organic, not aggressive.
Mix depth + pace
Posts and Reels balance explanation, visual clarity and easy discovery.
Human precision
Medical language stays accurate while becoming more readable and reassuring.
Improve the loop
Performance and questions from the audience shape the next content cycle.
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