DR. MATTHEW BROWN & REFINE PLASTIC SURGERY
CASE STUDY
DR. MATTHEW BROWN
Overall Metrics:
1,000,000+
Post Impressions
3,500+
New Followers
40%+
Average Post Engagement Rate
Client Background
His multifaceted expertise includes advanced aesthetic and reconstructive procedures, as well as intricate hand surgeries—making him one of the few specialists in West Texas with such credentials. Dr. Brown’s commitment to continuous innovation, patient education, and outstanding surgical care has positioned him as a leading figure in the region’s plastic surgery community.
At Refine Plastic Surgery, Dr. Brown offers a comprehensive suite of treatments, from cosmetic face and body procedures (facelift, tummy tuck, mommy makeover) to cutting-edge med spa services (BroadBand Light™ Therapy, laser skin resurfacing, hair restoration solutions).
With a clear mission to “refine beauty, redefine you,” the clinic emphasizes patient-centered experiences, leveraging advanced technologies and best-in-class techniques for transformative yet natural-looking results.
Results
Platform-Specific Growth
Reels surpassing 1 million views, showcasing Dr. Brown’s surgical expertise, behind-the-scenes skits, and patient success stories.
Consistent engagement across posts, leading to lively comment threads and numerous shares within the local community.
Average engagement rate of 30.12%, reflecting a highly invested audience.
Videos frequently hitting 10K+ views, driven by short, engaging Reels that blend educational content, reaction videos, and funny skits with trending audio.
TikTok
Substantial video views, surpassing 10K+ on a frequent basis. Trend-driven skits and procedure explainers have been particularly successful, fueling audience growth.
Elevated brand visibility among a younger demographic, with direct inquiries about popular surgical and med spa treatments.
YouTube
A platform for more in-depth procedural overviews, focusing on step-by-step explanations and patient testimonials.
Steady increase in subscribers drawn to Dr. Brown’s thorough, compassionate approach.
Overall, these efforts led to significantly heightened online visibility, evidenced by higher post reach, new followers, and strong engagement metrics across all platforms.
HighKey Social Media Strategy
Our main objective was to capture Dr. Brown’s welcoming philosophy—“Refining Beauty, Redefining You”—and create content that combined medical expertise with a genuine, approachable tone:
Educational & Engaging Content
Short Reels and TikTok clips outlining procedure details, from prep to post-care.
Highlights of advanced services such as BroadBand Light™ Therapy and HydraFacial® to pique patient interest.
Patient-Centric Storytelling
Before-and-After Transformations: Showcased real patient journeys (with full consent), emphasizing natural-looking outcomes.
Behind-the-Scenes: Provided glimpses of Dr. Brown’s day-to-day life, building trust and rapport with prospective patients.
Trending & Viral Engagement
Facebook Reels: Produced multiple viral videos exceeding 1M+ views, revealing Dr. Brown’s expertise in a visually compelling format.
Instagram & TikTok
Leveraged trending audio and comedic hooks for short Q&As—often drawing 10K+ views per video.
Data-Driven Optimization
Monitored engagement data (likes, shares, comments) to identify which content best resonated—enabling quick pivots to produce more high-performing posts.
Full-Service Social Media Approach
Content Strategy Development:
By highlighting advanced treatments like EMSCULPT NEO®, laser skin resurfacing, and cutting-edge surgical techniques, we framed Dr. Brown as a forward-thinking expert offering transformative solutions.
Branding & Community Engagement
Our team worked to unify Refine Plastic Surgery’s aesthetic across all social channels—consistent color palettes, logos, and messaging.
Analytics & Reporting
In-depth monthly and quarterly reports broke down reach, follower growth, top-performing Reels, and audience demographics, guiding ongoing content refinement.
Videography & Content Creation
High-resolution footage of patient consultations, procedure insights, and behind-the-scenes action was filmed on-site. Editing included captions, transitions, and clear calls-to-action, ensuring maximum engagement.
Content Management & Scheduling
Posts were planned for peak audience hours. A balanced combination of short Reels, comedic “day-in-the-life” snapshots, and lengthier Facebook or YouTube content kept engagement strong.
Scripting & Narrative
Scripts were carefully planned to maintain accuracy, clarity, and an empathetic tone—emphasizing the patient journey from initial consultation to final follow-up.
Trend Research & Implementation
We stayed alert to platform updates, testing new Reels features and incorporating popular TikTok trends while ensuring all content stayed true to Dr. Brown’s professional image.
In-Depth Reporting & Strategy Meetings
Regular check-ins allowed the team to pivot in response to new treatments or specials—like Nutrafol Hair Supplements—and tailor content for timely, relevant updates.
Platform-Specific Strategies:
Viral Reels frequently surpassed 1 million views, featuring procedure highlights, comedic staff moments, and heartfelt patient transformations. This amplified Dr. Brown’s reach beyond Odessa, attracting inquiries from surrounding regions.
Curated a visually engaging grid with strong brand aesthetics, while Reels drew 10K+ views on an ongoing basis. Content ranged from quick Q&As on popular services to uplifting before-and-after stories.
TikTok
Balanced educational “myth-busting” content with light-hearted, trendy videos. Regular hits above 10K+ views helped Dr. Brown engage a younger demographic and generate leads for non-surgical treatments.
YouTube
Offered longer, in-depth procedure explanations and patient interviews, establishing trust and transparency for those researching surgeries like blepharoplasty, tummy tucks, and hand reconstruction.
Testimonials
★★★★★
Congratulations on hitting your first reel with 1 million views. This is amazing!
Also, I successfully hooked up Dr. Brown’s FB page to the Refine page!
DR. MATTHEW BROWN