Social media built to make care feel human
Capeside Psychiatry came to us with a practice worth talking about and a social media presence that wasn't doing it justice. The content was inconsistent, the brand voice was undefined, and the opportunity to connect with patients before they ever walked through the door was being left on the table. In a category where trust is everything, we knew that getting this social media marketing right would take more than good looking posts... it would take a solid strategy.
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CLIENT
YEAR
2025 - 2026
SERVICES
Social media strategy, content creation, brand voice development, paid social, creative direction
OUR APPROACH:
We positioned Capeside Psychiatry around a single idea: mental health care that is approachable, human, and trustworthy - reducing stigma without sacrificing clinical credibility. Every piece of content was built to make people feel seen before they ever booked an appointment.
Three main content pillars drove the marketing strategy. The first was education - breaking down mental health conditions, treatments, and the care process in ways that are clear and accessible, not clinical or cold. Second was connection - spotlighting the staff and patient stories that make Capeside distinctly human. Third was normalization - using humor and warmth to chip away at the stigma that keeps too many people from seeking care in the first place.
Layered on top of that was a balanced mix of organic storytelling and targeted paid social, ensuring the right content was reaching the right people and turning awareness into booked appointments.
THE RESULTS:
In our first five months, Capeside experienced an impressive 1.1k% increase in views, a 2.4k% boost in profile/page visits, and a staggering 10.2k% increase in content interactions across Instagram alone.
Capeside Psychiatry went from an inconsistent social presence to a channel that actively drives patient growth. Followers grew steadily, but more importantly, the numbers behind them did too - a +52% increase in new patients, a +111% increase in marketing-driven patients, and a 15% increase in overall patient volume during the campaign period. Within just the first five months, marketing-attributed patients had already grown by 52%. When the content is right, the right people show up.
+52% NEW PATIENTS
+111% MARKETING-DRIVEN PATIENTS
+15% PATIENT VOLUME
+2.4k% PAGE VISITS
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