Apex Medical Aesthetics
90-day plan.
Built by NEXUS for Dr. Layla Hassan — a strategy that pairs Apex's clinical credibility with the warmth that converts.
Who we're speaking to.
Apex's core customer is a 30–48 year old woman in Dubai, Abu Dhabi, or the wider GCC, with disposable income and high standards. She follows aesthetic clinics on Instagram, vets practitioners before committing, and values practitioners who feel both clinically expert and personally relatable.1
Secondary audience: discerning men between 28–45 considering preventive aesthetics. Less verbal about it, but converts at higher AOV. They need different visual treatment — less floral, more architectural.
Three pillars.
All Apex content for the next 90 days rolls up into one of three pillars — each with its own visual language and content rhythm.
What you'll ship.
- 5 reels per week — distributed across Instagram and TikTok
- 3 carousel posts per week — primarily Instagram, repurposed for LinkedIn
- Daily Stories — behind the scenes, polls, treatment of the day
- 1 long-form reel monthly — Dr. Hassan deep-dive, 60–90 seconds
Total: ~32 pieces of content per month. Every piece reviewed and approved by you before posting.3
How it sounds.
Clinical authority without sterility. Warm but never casual. Confident but never aggressive. Apex content should feel like the difference between a five-star hospital and a friendly clinic — both, somehow.
Visual language: warm neutrals, soft contrast, generous negative space. No stock medical imagery. No before/after photos without explicit patient consent. Color palette pulled from your existing brand: sand, ivory, deep teal accent.
How we know it's working.
North star: booked consultations from Instagram. Secondary metrics: profile saves (intent), DM inquiries (consideration), and reach on Dr. Hassan's talking-head content (authority building).
Reviewed monthly. Strategy adjusts based on what's working — content that converts gets doubled down; content that flatlines gets retired.