Method · 02
Content is the second stage of the BTL WORKS method: in-clinic shoots, video editing, copywriting and visual design, made for each clinic rather than taken from stock. It is for clinics and doctors who need a steady monthly flow of material with the clinician at the centre, and every piece passes a regulatory filter before it goes live.
A clinic's content is editorial, not industrial. Ten precisely crafted pieces outperform a hundred mediocre ones. We work in small batches with sharp intent — each piece serves a specific message from the strategy, speaks to a specific patient archetype, and passes through a regulatory filter before it goes live.
The surgeon is the central figure. Patients don't choose a clinic — they choose a doctor. Content that puts the clinician at the centre builds the trust that converts.
The dominant format for new patient reach in 2026. We shoot on location at the clinic with the clinician present, edit in-house, write captions that hold up to regulatory review, and deliver in monthly batches.
For YouTube and long Reels. Treatment explainers, surgeon narratives, patient-journey documentaries (with documented consent). The kind of content that drives organic search and builds authority over time.
Educational, behind-the-scenes, surgeon perspective, clinic atmosphere. Designed to build depth with the existing audience.
Quick touchpoints. Surgeon at the clinic, patient feedback (consent-cleared), behind-the-scenes moments, Q&A. Always lightweight, never sloppy.
Clinical portraits, clinic atmosphere, surgical setup, equipment, team. Used across the website, paid media, and social media. Custom, not stock — patients can tell the difference.
Every caption, every video voiceover, every landing-page block. Written to match the clinic's voice and pass regulatory review. The unsexy work that decides whether content converts.
"Custom, not stock. Every frame passes through our hands."
One planned shoot day per month at the clinic. The surgeon's time is the scarcest resource — we plan around it tightly. From a single shoot day we produce a month of content: Reels, posts, stories, photos, snippets for paid media.
Edits and copy happen in our studio. The clinic reviews and approves a monthly batch ahead of publishing. Surprises are minimised.
→ Strategy · Paid Media · Continuity
→ Methodology
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Frequently Asked Questions
One planned shoot day per month at the clinic, scheduled around the clinician's time. From that single day we produce a month of content: Reels, posts, stories, photos and snippets for paid media.
A written patient consent form is taken before every shoot, in line with TDB and TTB rules, and kept in the clinic's archive. No frame showing a patient's face is published without consent. Before/after images are used only in an educational frame, anonymised and with written permission.
Original shoots only. Patients sense stock imagery and trust it less. In-clinic shots, team and clinician portraits, the clinic's surroundings: every frame is shot for that clinic.
Captions, story text, ad headlines and articles are written by people. AI-generated tone reads as artificial to patients. AI is used only as support for research and data processing.
Every piece passes a regulatory filter before it goes live. The filter checks for exaggerated claims, comparative advertising, price advertising and marketing built on patients' faces, and makes sure the frame is educational and facts are sourced.