When I first stepped into East Coast Menopause, the goal wasn’t just to get clicks - it was to build a brand that women could trust with some of the most personal and under-discussed chapters of their lives. The clinic already had a powerful offering: medical expertise, hormone support, and a genuine, no-BS approach to women’s health. But the digital presence needed to reflect that same confidence and care.

I came on to lead the social strategy, focusing on connection, credibility, and a little bit of cheeky charm. We’re still early in the process, but the numbers are already speaking loud and clear:

• Content views hit 12,522 in just two weeks

• Reach increased by 819%, with nearly half of all views coming from non-followers

• Reels led the charge at 53.9% of views, helping the clinic reach brand-new eyes

• Posts now contribute over 44% of total engagement - a sign that our tone is resonating

My approach? Normalise the conversation. Add a human face to the clinic. Use video to simplify the science. And above all, make the content feel less like “a medical appointment” and more like “a conversation you wish you’d had sooner.”

East Coast Menopause is booked out for 6 months in advance, with plenty of women on the waiting list. They have plans to add more services to the clinic to further support women at a crucial time in their lives.

What I’ve learned so far:

Women are hungry for support that feels both informed and relatable. You don’t need to choose between clinical accuracy and connection - the right marketing can do both.