Social Media Campaign Guide

Sep 11, 2026

Social Media Campaign Guide provides concepts and step-by-step processes to engage existing and potential patients using social media and digital marketing channels. It emphasizes audience understanding at key decision points, aligning reassurance and guidance with what people seek online. The guide introduces the BELOTERO® patient persona, maps the patient journey from consideration to treatment and aftercare, and defines goals and objectives. It also outlines practical setup instructions for Facebook and Google, plus a sample social media schedule and reusable tools and templates.

LanguageEnglish

CategorySocial Media

FormatPDF

Pages26

Reading Time9 min

AccessFree to download

Introduction

The BELOTERO® Patient Persona

The Patient Journey

Goals & Objectives

Facebook Campaign Set-Up

Google Set-Up

Example Social Media Schedule

Useful Tools and Templates

CONTENTS 2 3 Introduction 4 The BELOTERO® Patient Persona 6 The Patient Journey 10 Goals & Objectives 12 Facebook Campaign Set-Up 18 Google Set-Up 22 Example Social Media Schedule 23 Useful Tools and Templates © Merz Aesthetics 2021. All rights reserved INTRODUCTION This Social Media Campaign Guide has been created to help you with the concepts and processes required to effectively engage with both existing and potential new patients through a variety of social media and digital marketing technologies and channels. We believe that successful engagement with your audience can only come from understanding what information, reassurance and guidance they truly want to gain from their online environment at critical points in their knowledge exploration and decision-making journey. We have shared the BELOTERO® patient persona that we have developed to help bring your social media and digital marketing activities to life and have laid out some clear, easy to implement tactics that you can use for your own campaigns . These may correspond to and support activities that you are already undertaking and hopefully present some that are new to you . We cannot hope to cover every possible avenue, we are confident these ideas will resonate with your audience and will help you build new relationships and strengthen existing ones . The Merz Aesthetics Team UK & Ireland © Merz Aesthetics 2021. All rights reserved 3 THE BELOTERO® PATIENT PERSONA Personas are commonly used in marketing to help shape campaigns based on the aggregation of characteristics for a semi-fictional representation of a typical customer. The patient persona for BELOTERO ® is Susanne . Susanne is very discerning, doesn’t want to look overdone or want everyone to know what treatments she has had, and she doesn’t want to change who she is . She feels happy to look her age, but quite simply wants to look amazing for it. In her search for rejuvenation which is the most motivational driver for her, she may be influenced by her friends, magazines, celebrities, influencers and television. Digital and social media platforms are a great way of reaching her. How Consumers Discover Brands 32% Recommendations/ comments on social media 27% Ads seen on mobile or tablet apps 22% Updates on brands’social media pages 23% Ads seen before online videos or TV shows start to play Reference 1. [https://www.digitalmarketingcommunity.com/indicators/social-shoppers-discovery-channels-2019/](https://www.digitalmarketingcommunity.com/indicators/social-shoppers-discovery-channels-2019/) © Merz Aesthetics 2021. All rights reserved 4 SUZANNE Social Networks: Age: 45 Work: Makeup Artist Family: Married Location: Suburbs Personality Introvert Extrovert Analytical Creative Conservative Liberal Passive Active Preferred Channels Traditional Ads Online & Social Media Refferal Guerrilla Efforts & PR Motivations Incentive Fear Achievement Growth “I certainly don’t want to look overdone or change who I am, I want to look the age I am but look amazing for it. To me, owning your beauty is about being able to recognise yourself once more . I still want to be able to show the life experiences I’ve had, as both a makeup artist and a mum, and what makes me interesting and ‘me’!” Goals: -Have a better work life balance-Make the most of any‘ME’ time Frustrations: -Time pressure -Managing work and family commitments © Merz Aesthetics 2021. All rights reserved 5 THE PATIENT JOURNEY Our research revealed that women go through several important stages when deciding to undergo facial treatment 1 . Throughout the decision process women are seeking information and are looking for reassurance that having facial treatment is the right thing to do and to overcome any concerns they may have . The process begins with Consideration, when they initially start thinking about treatment and then progr

FAQs

What is the purpose of this Social Media Campaign Guide?

It explains the concepts and processes needed to effectively engage existing and potential new patients using social media and digital marketing technologies and channels.

How does the guide use the BELOTERO® patient persona?

It shares a semi-fictional patient persona (Susanne) to help bring social media and digital marketing activities to life and guide campaign tactics.

What stages make up the patient journey described in the guide?

The guide outlines Consideration, Research, Consultation, Treatment, and then highlights the importance of aftercare and maintaining relationships as repeat patients.

Sep 11, 2026

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