Ashwin Unnithan
A surgeon whose Instagram was reaching a couple of hundred people a month. One month of planned short-form video took that past 8,500, with 85% of viewers people who did not follow him yet.
Expertise nobody was seeing
Ashwin answers the questions patients actually search before they ever sit in front of a surgeon. None of that was reaching them. His account was reaching 211 accounts a month and gaining 8 followers.
The clinical knowledge was the whole opportunity. What was missing was a reason for anyone to encounter it, and a format that suited how people look for medical answers.
Turned patient questions into content
Built the plan around the questions patients search before a consultation, one clear answer per video.
Filmed explainers on the procedures that carry the most uncertainty, including spinal anaesthetics and steroid injections.
Cut vertical edits with captions and posted consistently rather than in bursts.
Tracked which topics carried the month, then committed harder to those subjects.