From a hidden gem in Cairo to a brand patients ask for by name.
Before & after
Overview
Dr. Ahmed Abdulsalam runs Smiley Dental — a young, modern clinic with a phenomenal patient experience and almost zero online presence. We rebuilt his content engine, built a steady stream of Reels around real cases, and turned his Instagram into the city's most-followed dental account.
Great clinic, almost invisible. Patients found him only through word of mouth — and competition on Instagram was steep with bigger, older clinics dominating the feed.
Weekly content sprints anchored around real procedures. Short-form Reels with strong hooks, before/after edits, and patient education in plain language. Plus a designed Instagram grid that finally looked like the clinic.
Bookings grew 7× in 11 months. Smiley Dental became one of the fastest-growing dental brands in Cairo on social.
Before & after
The numbers tell the rest of the story.
Instagram followers
Before us
0K
0K
Monthly bookings
Before us
0
0
Total views
Before us
0K
0M
Engagement rate
Before us
0%
0%
Content playbook
The strategy behind every post — pillars, tone, and a real content calendar lifted from our internal planning docs.
We mapped the clinic's strengths against competitors and locked a content angle: real, friendly, science-backed dentistry.
A weekly reel + carousel cadence with templated scripts that scale without sounding scripted.
Grid, fonts, color rules, and motion presets so the feed reads as one brand at a glance.
Weekly in-clinic shoots around real procedures — before/after, plain-language explainers, and small human moments between doctor and patient. This shifted the account from ‘pretty clinic’ to ‘doctor you trust’.
Scientific · plain-language
We explain dental procedures in patient language — not doctor jargon. Knowledge removes fear before the patient even walks in.
Example
‘What's the difference between a cleaning and a polish? And when do you need each?’
Human · transparent
Behind the scenes: the doctor explaining to a patient, the team at work, sterilised tools. Trust built on real footage — not stock.
Example
‘The first thing we do when a patient walks in — before any treatment…’
Visual · convincing
Real before/after with patient consent. The result speaks — and we tell the story behind each transformation.
Example
‘This patient finished her smile-design 6 months ago — look at the difference.’
Friendly · interactive
Follower questions, weekly Q&A, polls on common dental fears. Engagement builds the relationship before the visit.
Example
‘What's the most embarrassing question you're afraid to ask your dentist? Ask here, I'll answer all of them.’
Identity & logo system
The visual language we built for them.
Logo system
Brand palette
Smiley Blue
#0A5FAB
Sky Tint
#4BA3E0
Deep Navy
#0A2540
Clinic White
#F5F9FC
Social media designs
Templates and posts that carry the brand on every feed.
Social presence
@dr.ahmed.smiley
Videos & reels
Short-form content + brand films.
Reels
In their words
I was sceptical about social media for a clinic. They turned it into our #1 source of new patients in under a year.
Dr. Ahmed Abdulsalam
Founder, Smiley Dental
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