Maffi Plastic Surgery is a luxury, plastic surgery practice led by board-certified plastic surgeon Dr. Terry Maffi. With a refined patient base and ambitions to attract destination patients from Los Angeles and San Francisco, the brand required a social presence that conveyed clinical authority without sacrificing warmth and aspirational storytelling.
When BAES took over management in June 2025, the account had 4,721 followers and no consistent content strategy. The challenge was to build a content ecosystem that served three distinct audiences simultaneously: prospective surgical patients, existing patients in recovery, and the aesthetic-curious who follow for inspiration and education.
Our approach centered on three content pillars: surgeon and team credibility, patient education, and brand storytelling anchored in the experience of the Maffi Clinics space itself — a visual asset largely untapped before our engagement.
