Dr. U Hair and Skin Clinic
Turning a doctor's personal brand into a demand engine for his clinics
I built an expert-led brand strategy for Dr. Sanusi Umar: a content framework that grew his personal reach and rolled out across his portfolio of brands. Reach turned into trust, and trust turned into bookings, which grew 33% with zero ad spend, and his audience from 8k to 20k.
Brand and industry
Medical Aesthetics · Dermatology and hair restoration · A Finetouch Technologies brand
My role
Digital Marketing Manager, Finetouch Technologies
April 2024 – May 2025
I led brand and content strategy for Dr. Umar and the brands in Finetouch's portfolio, including Dr. U Hair and Skin Clinic.
The challenge
Medical aesthetics is a high-trust purchase. Patients research for weeks before they book, and strict medical advertising rules limit what a clinic can promise.
Dr. Umar's expertise was the brand's biggest asset, but his content wasn't breaking through to new audiences. We needed a way to grow demand for the clinics without a paid media budget.
What I did
Found the white space
We studied doctors who had built audiences on video, like Dr. Pimple Popper, who turned procedure videos into an empire. The insight: any dermatologist can perform the same procedure. What sets a doctor apart is the story, so we made Dr. Umar the brand.
Built a content framework
Our winning content followed the same four-beat structure, designed for retention:
- Hook (0–3 seconds): a striking first frame that stops the scroll.
- Problem and payoff (by 5–7 seconds): show the patient's problem and the result up front, so viewers stay to see how.
- Expert authority: Dr. Umar explains the case in plain language.
- Human proof: the patient's journey or their testimonial.
Built a full funnel from one format
Each video did three jobs: the hook earned reach, Dr. Umar's explanation built trust, and the patient story drove consultations. Education and entertainment ran through the same format.
Scaled it across the portfolio
I rolled the framework out across Dr. Umar's portfolio of brands on Instagram, TikTok, Facebook, LinkedIn and X. Growth in his personal brand created a halo effect that lifted every business behind it.
Compliance built in
Every piece was reviewed against medical advertising laws, so the brand could grow without taking on risk.
The results
| Metric | Result |
|---|---|
| Clinic bookings | +33% year over year |
| Paid media spend | $0 |
| Framework reach | Applied across his portfolio of brands and 5 platforms |
| Lasting impact | Framework still used by his in-house team today |
Bookings figure as reported by the clinic team.
What patients told us. New patients regularly said they found the clinic on Instagram or TikTok, often because they'd seen a video about the same problem they had. Some flew in from outside California, because the videos showed them Dr. Umar was the specialist they wanted. The content became public proof of his work, and it turned a local clinic into a destination.
What I learned
Followers aren't the goal, but reach is the top of the funnel. Because every video opened on a specific problem, more reach meant more people with that exact problem found us, and more of them booked. When the founder is the brand, a strong content framework turns his expertise into reach, reach into trust, and trust into revenue. Because it was documented, it kept working long after I handed it off.