Brand Positioning, Campaign and Content Case Study – Swedish MedSpa
Designing positioning and a campaign for how women actually choose a MedSpa
How it started
Swedish MedSpa had the credentials a Puget Sound aesthetics client wants on her team — an all-female team of board-certified plastic surgeons, the infrastructure of one of the region's most trusted health systems, and in Dr. Suzette Miranda, a lead provider with real social media instincts already in motion.
What it needed was the research to understand its audiences, the positioning to differentiate it in a crowded competitive set, and a campaign — across paid, organic, and provider-referral channels — that could put Swedish in front of new patients across the Northwest.
The mandate: do the audience and competitive research, sharpen the positioning, build the messaging, and develop the campaign creative — video, static, audio, and a deep social content suite — to grow the patient mix and establish Swedish as the most trusted name in medical aesthetics in the region.
What we did
We ran a competitive review of nine MedSpa and plastic surgery practices in the region, sharpened the target audiences into working microsegments across two age cohorts, and built the campaign from there: a positioning platform, a messaging framework, creative direction, and a social content architecture — all designed to elevate the MedSpa's medical authority while letting its warmth come through.
Our a-ha moments
The first: no competitor had built a credible position at the intersection of luxurious self-care and real clinical authority — and that's exactly what Swedish was uniquely positioned to claim.
The second: the MedSpa decision doesn't get made on a website or in a brochure. It gets made in conversation — friend to friend, provider to follower, before/after to skeptic — long before the consult.
Which meant the campaign couldn't speak at the audience. It had to enter the conversation already happening between women, providers, and peers — and bring Swedish into it with the right register: credentialed, warm, educational, and unmistakably elevated.
The whitespace wasn't a different kind of treatment. It was a different kind of trust, delivered the way women actually decide.
How it’s going
The campaign gave Swedish MedSpa what a brand needs to compete in a category where a 28-year-old considering Baby Botox and a 52-year-old considering a facelift are both researching, comparing, and asking the people they trust before they ever book.
A positioning platform that's defensible against the field. Messaging that translates the same idea to wildly different life moments. Paid creative built for every channel in the media plan, from CTV and audio to Meta, TikTok, and SEM. A social content suite designed for the way peer trust gets built. And a roadmap for the lead physician’s personal brand that grows her own following without ever stepping out of the brand.
Social image samples
Social video samples
