Social Media Management · Instagram
Maffi
Plastic
Surgery
Maffi
Plastic
Surgery
June 2025 — March 2026 · 9 Months · Scottsdale, AZ
June 2025 — March 2026 · 9 Months · Scottsdale, AZ
7.82%
Avg Engagement Rate
Avg Engagement Rate
8.9×
Industry Benchmark
Industry Benchmark
94.5K
Accounts Reached
Accounts Reached
8.9×
Posts Published
Posts
Published
Posts Published
Nine months of strategic content management for a luxury plastic surgery practice — building a consistent, high-authority presence in an increasingly competitive aesthetic space.
THE CLIENT
Luxury Plastic
Surgery.
Ambitious Goals.
Luxury Plastic
Surgery.
Ambitious Goals.
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.
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.
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.
BY THE NUMBERS
Results That
Speak Clearly.
6,520
TOTAL ENGAGEMENTS
Likes, comments, saves & shares across 146 published posts
1,486
TOTAL SHARES
40× industry benchmark — patients actively sharing content with friends considering procedures
383K
TOTAL ENGAGEMENTS
Averaging 10,100 views per week across the 9-month period
+236
NET NEW FOLLOWERS
From 4,721 → 4,957 — now 43 followers from the 5,000 milestone
44.7
AVG ENGAGEMENTS / POST
Against an industry benchmark of ~5.0 per post for similar-sized accounts
2,851
TOP POST REACH
Brand storytelling post — the highest-reaching content of the entire period
Competitive Context
How We Stack Up
Against Industry Standards.
How We Stack Up
Against Industry Standards.
Metric
Metric
Industry Benchmark
Industry Benchmark
Industry
Maffi Performance
Maffi Performance
Maffi
Multiplier
Multiplier
Total Engagements
Total Engagements
~730
~730
6,520
8.9× more
8.9× more
Avg Engagement Rate
Avg Engagement Rate
~1.0%
~1.0%
7.82%
7.8× more
7.8× more
Avg Engagements / Post
Avg Engagements / Post
~5.0
~5.0
44.7
8.9× more
8.9× more
Total Shares
Total Shares
~37
~37
1,486
40× more
40× more
Total Posts Published
Total Posts Published
~80–100
~80–100
146
Above target
Above target
Content Strategy
Built for Every Stage
of the Patient Journey.
Built for Every Stage
of the Patient Journey.
Every piece of content was mapped to a specific stage of the patient decision funnel — from first discovery to booking a consultation. The result is a full-funnel marketing engine, not just a higher reel.
TOP OF FUNNEL – AWARENESS
TOP OF FUNNEL – AWARENESS
Videos & Brand Images
Videos & Brand Images
Videos & Brand Images
Reach: avg 220–330 per post
Reach: avg 220–330 per post
Reach: avg 220–330 per post
Short-form videos, surgeon spotlights, team introductions, and other brand-building posts that stop the scroll. Designed to reach new audiences and keep your practice top of mind. These posts drive the highest reach of the period.
Short-form videos, surgeon spotlights, team introductions, and other brand-building posts that stop the scroll.
Designed to reach new audiences and keep your practice top of mind. These posts drive the highest reach of the period.
MIDDLE OF FUNNEL – CONSIDERATION
MIDDLE OF FUNNEL – CONSIDERATION
Educational Carousels
Educational Carousels
Educational Carousels
Saves: up to 7× per post (highest of period)
Saves: up to 7× per post (highest of period)
Procedure guides, treatment breakdowns, and educational explainers built for patients already researching. The carousel format encourages saves and shares, giving your content a longer shelf life and stronger intent signals.
Volume driver of the content calendar. Procedure education, provider Q&A, and hot-take formats drove strong discovery reach, particularly in August and September 2025.
Procedure guides, treatment breakdowns, and educational explainers built for patients already researching.
The carousel format encourages saves and shares, giving your content a longer shelf life and stronger intent signals.
BOTTOM OF FUNNEL – CONVERSION
BOTTOM OF FUNNEL – CONVERSION
Trust & Social Proof
Trust & Social Proof
Trust & Social Proof
Trust & Social Proof
Shares: 1.4× – 4× increases
Shares: 1.4× – 4× increases
Shares: 1.4× – 4× increases
Provider credentials, patient perspective content, and testimonial clips. Clear, trust-building posts designed for people who are close to choosing. This style of content moves patients from browsing to booking.
Provider credentials, patient perspective content, and testimonial clips.
Clear, trust-building posts designed for people who are close to choosing. This style of content moves patients from browsing to booking.
BRAND PHOTOGRAPHY
Branded Content
Photography
Top Performers
Our Highest-Reach
Content of the Period.
Our Highest-Reach
Content of the Period.
01
2851
2594
2851
Accounts Reached
Accounts Reached
02
8261
8261
8261
Accounts Reached
Accounts Reached
03
7293
7293
7293
Accounts Reached
Accounts Reached
04
9371
9371
9371
Accounts Reached
Accounts Reached
What the Data
Tells Us.
What the Data
Tells Us.
01
People-First Content Drives the Most Trust
People-First Content Drives the Most Trust
People-First Content Drives the Most Trust
The top 5 most-commented posts of the period were all team introductions or surgeon spotlights. These posts generate the most conversation, the strongest trust signals, and the highest engagement rates of any content type. In a high-consideration purchase category like plastic surgery, humanizing the providers is the single highest-leverage move.
02
Shares as a Referral Signal
Shares as a Referral Signal
Shares as a Referral Signal
1,486 shares across the period — 40× the industry benchmark — means Maffi patients are actively recommending the brand to friends who are considering procedures. This is word-of-mouth distribution, not passive reach. Each share represents a warm referral and an implicit endorsement.
03
Educational Carousels Convert Curiosity to Intent
The highest-save posts of the period were educational carousels — specifically the "Ozempic face" treatment guide and the "where to start" decision carousel, both earning 7 saves each. Saves are the algorithm's strongest signal of content value, and they indicate a user intending to return — a prospect in active consideration mode.
04
Brand Storytelling is the Reach Multiplier
The highest-reach post of the entire 9-month period was a brand story about the Maffi multi-clinic journey — reaching 2,851 accounts with 217 engagements. Location and brand narrative content consistently drives discovery reach beyond the existing follower base, making it the most powerful tool for audience growth.
03
Educational Carousels Convert Curiosity to Intent
Educational Carousels Convert Curiosity to Intent
Educational Carousels Convert Curiosity to Intent
The highest-save posts of the period were educational carousels — specifically the "Ozempic face" treatment guide and the "where to start" decision carousel, both earning 7 saves each. Saves are the algorithm's strongest signal of content value, and they indicate a user intending to return — a prospect in active consideration mode.
04
Brand Storytelling is the Reach Multiplier
Brand Storytelling is the Reach Multiplier
Brand Storytelling is the Reach Multiplier
The highest-reach post of the entire 9-month period was a brand story about the Maffi multi-clinic journey — reaching 2,851 accounts with 217 engagements. Location and brand narrative content consistently drives discovery reach beyond the existing follower base, making it the most powerful tool for audience growth.
Work With BAES
Your brand
deserves
this treatment.
Whether you're a resort, a hospitality brand, or a luxury experience — we build content that captures what words can't. Quarterly partnerships available for the right clients.
