Case study · Aesthetic surgeon · Melbourne
From five likes a post to 24,000 new followers in ten weeks.
Dr Marion Chan
Specialist plastic and reconstructive surgeon · De Lune Aesthetics
- 12,043 → 36,236
- Followers on @drmarionchan, 4 Jun to 15 Aug 2026
- +24,193
- New followers in ten weeks
- 554,341
- People reached by the 45 videos we produced
- 3,750
- Saves, from a baseline near zero
The breakout
The compliance rules, played straight.
Australian surgeons are barred from saying most of what patients actually want to know. Instead of working around that, we made the restriction itself the story. It became the biggest thing on her account by a factor of twenty.
- 987,251
- Plays
- 116,500
- Likes
- 8,210
- Shares
- 3,066
- Saves
The starting point
Dr Marion Chan is a specialist plastic and reconstructive surgeon in Melbourne. Surgery is most of her revenue. Her skin clinic, De Lune Aesthetics, roughly breaks even. She had been posting for years, mostly before-and-afters, and had stopped because it felt pointless: five likes, no saves, no enquiries she could trace to a post. Australian rules under AHPRA and the TGA also bar her from saying most of what patients actually want to hear.
What we changed
We stopped treating the restrictions as a problem to work around and made them the story. Scripts explained why surgeons stay quiet, what revision surgery really is, why a nasolabial fold is normal anatomy, and what eight years in private practice teaches you. Every video was scripted by us, filmed by Marion in short blocks, edited in an authority style and posted on a fixed schedule across her personal account and the clinic account.
What happened
On 25 June a video about the compliance rules themselves was played 987,251 times. In the ten weeks from 4 June, her personal account went from 12,043 to 36,236 followers. Excluding that breakout, the other 44 videos still reached 172,679 people. Saves, the metric that shows a patient bookmarking the surgeon they want when they are ready, went from near zero to 3,750.
What we do not claim
We are not publishing lead or revenue numbers for this engagement. Her paid ads only started on 24 September 2026 and the practice runs at capacity for surgery. The result here is reach, audience and trust, measured in Ordinal across the videos we produced, which stops counting about two weeks after each post publishes. The real totals run higher.
More of the work
One viral video is luck. An engine is what happens around it.
Excluding the breakout, the other 44 posts still reached 172,679 people. Every video below is one we scripted, edited and published.
Dr Marion8 years in private practice
Dr MarionWhy revision surgery exists
De LuneCO2 lasers are not the only option
Dr MarionThe parts of my life that made me a surgeon
Dr MarionWhy Australian surgeons stay quiet
De LuneYour nasolabial fold is normal anatomy
“I’m in awe of their capacity, their honesty, their experience and their wisdom. Their editing is just out of this planet. They proofread your scripts as well, which is a total game changer. The video they give you in the end just far exceeds my expectations of how I could have dreamed of it being.”
Want this for your practice?
One filming day, 144 videos, 90 days of ads. Book a 20-minute fit call and we will tell you honestly whether it fits.
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