From direct CTAs to a system people can trust.
BIOHA’s Facebook content needed to move beyond showcase-led posts and direct CTAs toward a content system that could educate audiences, build medical trust and support organic conversion.
As Content Marketing Executive, I audited the channel, restructured the content strategy around an Awareness–Trust–Conversion funnel, coordinated content production and tracked performance through Meta Business Suite.
THE FUNNEL
Three stages, one job each.
Be useful first
Dermatology education that answers what a patient is actually searching for, before any mention of a service.
Show the expertise
Explanation and persuasion content, treatment cases and visible medical credentials instead of claims.
Make the step easy
Service information that arrives once the reader is informed — organic, not a hard sell.
What I worked on
- Reviewed audience behaviour, existing content performance and the role of each content group.
- Built a three-stage funnel: Awareness → Trust → Conversion.
- Structured content around dermatology education, explanation and persuasion, treatment cases and service information.
- Clarified medical expertise in the messaging and reduced dependence on direct sales CTAs.
- Aligned organic content, visuals and Reels, then optimized based on data and audience feedback.
Why it worked
The content reflected real patient information needs, followed a clear funnel and balanced education, professional proof and conversion.
Proof available
Content audit, content funnel, content plan, before-and-after and case-based posts, Reels, Meta Business Suite data, and lead-tracking sheet.
Proof assets are available on request — they are not published here.