Giving a Leading Irish Clinic’s Socials a Facelift
A Clinic on the Backburner
River Medical had earned their position as Ireland’s leading medically led aesthetics clinic, through premium standards of care and the clinical expertise of trusted surgeons.
But this position wasn’t visible on their social media, which lacked alignment and strategy, failing to reflect the status of the clinic or the care and professionalism people experienced in person.
After kick-off calls to align on strategy and sensitivities, Candid Creative took over River Medical’s social channels in November 2024. Here’s how we gave their online presence a facelift of its own to bring clarity, cohesion, and confidence back to their digital brand.
What We Found
Inconsistent visual identity: Profile photos, highlight covers, and thumbnails all looked different, making the brand feel amateur and disconnected across platforms and losing valuable trust in the audience.
Content had lost its voice: Posts leaned too heavily on trends rather than education, expertise, and patient insight, leaving followers unsure what differentiated River Medical from their competitors.
Video wasn’t being used to its potential: The clinic’s talented surgeons and strong results weren’t being shown with the production quality or storytelling depth they deserved. Ads were vague and general, devoid of any discernible patient pain points and so were useless for middle/bottom of funnel targeting.
Paid and organic efforts weren’t working together: Paid and organic channels operated in silos, and essential optimisations like high-intent keyword targeting and proper funnel mapping were missing.
Our Course of Treatment
At Candid Creative, we build partnerships on trust and understanding. Our goal is to capture each clinic’s values, voice, and vision so every piece of content feels authentic.
With River Medical, we set out to rebuild their online presence by combining storytelling and strategy to create a cohesive, consistent digital brand.
Giving River Medical’s Digital’s a Facelift
We started with a complete visual refresh:
New professional headshots for clinicians and staff
Updated highlight covers, thumbnails, and profile visuals for brand cohesion
A pinned mission video introducing the clinic, its USPs, and location to give a clear anchor for new visitors.
Built a content strategy around trust and expertise
We positioned the clinic as an authoritative voice in the digital landscape - building clarity, consistency and trust through our adherence to our three key content pillars:
Surgeon-led Q&As and recovery tips
Educational posts and treatment explainers
Patient stories and behind-the-scenes features
Optimised Ads
Before we stepped in, campaigns were running without real strategic direction. Targeting, creative testing, and funnel structure hadn’t been fully developed, leading to wasted spend.
We rebuilt the system from the ground up, aligning ad creative with River Medical’s refreshed social content so it felt consistent and credible across every platform.
We maximised return on ad spend, by reallocating budget toward high-intent, end-of-funnel audiences, improving efficiency and quality of leads without increasing spend.
We became part of the River Medical Team
Weekly check-ins kept everything open and easy to follow.
The team always knew what was happening, how things were performing, and where we were heading next.
We understood that seasonality was a big determinant in what River Medical was prioritising so we aligned our content strategy with their offerings.
This level of communication and alignment helped ensure that every campaign, piece of content, and message was authentic and consistent with River Medical’s brand and values.
Results: November 2024 - November 2025
Within weeks of relaunching, River Medical’s channels began performing noticeably better.
Social impact
New videos consistently achieved 10K+ organic views within their first few weeks.
Engagement and saves rose as educational content gained traction.
Profile visits increased, and the brand became instantly more recognisable across platforms.
Brand transformation
The clinic’s digital presence began to mirror its real-world status, projecting authority in the space and gaining the trust of patients.
Every touchpoint, from story highlight to video thumbnail, began to communicate trust and care.
A clear return
Our overhaul of River Medical’s social presence, combined with our restructuring of their advertising strategy, led to some pretty impressive results.
+165% increase in average monthly enquiries after August.
Lead quality improved significantly, with email and call response rates rising from 20% to 80%.
Non-surgical bookings grew by roughly 20% month-on-month after Candid took over in August 2025.
Ads and organic now operate as one cohesive system - building and converting trust simultaneously.
“Candid completely transformed our social media presence. They captured our brand’s friendly, professional tone perfectly - which isn’t easy in healthcare. Engagement has grown dramatically, and even other clinics have commented on how strong our content looks. The best part is how consistent everything feels; we never have to worry about what’s going out next - it just works.”- Sophie Haine, Marketing Manager at River Medical
Takeaways
Consistency builds credibility. A cohesive visual identity and posting rhythm re-established trust and authority.
Education outperforms trends. Surgeon-led, informative, and educational content generated higher engagement and retention than trends.
Organic and paid should align. Once the creative voice was unified, ads became more efficient and authentic.
Efficient systems deliver better outcomes: By adopting a cohesive ad strategy and applying best practices, return on investment improved significantly.
Quality drives growth. When the clinic’s brand looked and felt premium online, enquiries followed naturally.
About Candid Creative
Candid Creative combines cinematic storytelling with social-first strategy to help clinics grow. By bridging high-end production with data-driven strategy, we create campaigns that build trust, enhance credibility, and deliver measurable patient growth.
We help clinics who want their digitals to reflect their real-world standards of care and grow through building trust.
Let’s Grow Your Clinic
If your clinic’s online presence doesn’t reflect your standards of care, we can help you change that.
