Rau Plastic Surgery
Measurable growth on a small budget — built from a measurement baseline up.
The role
I joined as Social Media Specialist, and the role grew into marketing, web, and operations. With a small budget, I built the practice's first documented marketing-measurement baseline — across Instagram, Meta Ads, Wix analytics, and the blog — then ran content, paid social, and website optimization against it.
The theme throughout was efficiency over spend: prove what works, then put the small budget only behind the winners.
More reach, fewer posts
I moved the account fully to short-form video and built an education-first content mix. Organic reach grew 37% year over year while I published 42% fewer posts — and the growth was spread evenly across the account, not driven by a single viral moment. Educational posts earned about twice the saves of promotional ones.
More reach, fewer posts
Organic Instagram reach, Jan–Sep 2026 vs. 2025.
Lifts across the funnel
Year-over-year multiples; median Reel reach measured against pre-hire content.
Test & amplify
On $5/day budgets across nine Meta campaigns, I ran a test-and-amplify program: publish organically, identify the winners by reach and saves, then boost only those.
Shifting the objective from link clicks to profile visits built a lasting local audience — boosted posts drove 82% of post-attributed follows.
Website, SEO & blog
I optimized procedure landing pages and integrated blog and social content to drive better-informed consultations. Website conversion rates rose 23% from organic search and 16% from paid search year over year — holding lead volume steady on about 15% less search traffic.
Blog views climbed 133% on fewer posts, with organic-search views up 80%; evergreen patient guides compounded, one nearly tripling its annual views in year two. I grew AI-search crawler visibility 152% year over year, and diagnosed a likely indexing gap on dynamic procedure pages, bringing the fix to the practice's web agency.
Operations & measurement
Beyond content, I built and maintained the practice's internal pricing workbook, coordinated vendors, including the Nextech CRM implementation and the website/SEO agency.
The measurement baseline I built gave every number above a documented source.
More work
See the rest of the portfolio, or get in touch.