Social media proposal
The social media accounts other practices copy.
A content system for Westlake, Dr. Vendal, and Dr. Barker that entertains, educates, and converts. Shot in an elevated format, tracked back to RLE and LASIK inquiries, and running at full pace before the holidays.
Where the opportunity is
Three things we already know
A good start to work from
There is already a platform, and there are followers, so we can hit the ground running. We also have some traction, which gives us a base to build on.
Your own ads show what works
Dr. Vendal's Day in the Life video earned a 7.83% link click-through rate at $0.22 a click. Dr. Barker's patient testimonial earned 4.43% at $0.64. Both were small test budgets, so we treat this as direction, then measure at scale.
A Christmas gift for the premium market
LASIK and RLE are a great Christmas gift for the premium market. This initiative will be fueled by strong social media exposure.
The content standard
Every post entertains, educates, or converts
Each post has one clear job. Over a month the mix is roughly 40% entertain, 35% educate, and 25% convert, shifting toward convert as the holiday push builds.
Earn the stop and the share
Cinematic, human, and surprising. This is what gets watched to the end and sent to a friend.
- Day in the Life
- Dr. Vendal and Dr. Barker behind the scenes. Already your best-performing format.
- Inside the OR
- Elevated close-ups, sound design, and no patient identifiers.
- First Sight
- A patient's first clear view after surgery, with a signed authorization.
Be the answer people search for
Short, clear answers that stay useful for months. This is the evergreen library.
- 60 Seconds with Dr. Vendal
- One patient question, one direct answer.
- Myth or Fact
- LASIK, RLE, and cataract misconceptions, answered by a surgeon.
- Which procedure is right for me?
- LASIK, RLE, and premium lens options explained by age and need.
Turn attention into consults
Every convert post ends with one clear next step and a tracked link.
- Patient stories
- One patient a week on why they chose Westlake, in their own words.
- Gift of clear vision
- Holiday gift content for LASIK, RLE, and premium lenses, with a light FSA and HSA reminder.
- Book a consult
- Direct calls to action from the link-in-bio to the RLE and LASIK pages.
Quality check on every post
Original
Made for Westlake, from your own doctors, patients, procedures, and technology. No stock footage and no borrowed templates. If another practice could post it, we do not.
Elevated
Shot in an elevated format with real impact: cinematic framing, controlled lighting, clean sound, and tight edits. It looks like the elite practice it represents.
Shareable
Gives the viewer a reason to send it to someone: a surprising fact, a clear answer, or a moment worth passing along. Shares are how a post reaches people who do not follow Westlake yet.
Likable
Warm, confident, and human. Patients should feel they know your surgeons before they walk in, and trust them because they have already seen them.
Evergreen
Built to keep working for months. Procedure explainers, patient questions, and surgeon stories are reused, cut down, and reposted across platforms.
Drives traffic
Promotes the services Westlake offers, such as RLE, LASIK, and cataract care, and points to the page where a patient can act. Every link is tracked, so we see what it produces.
Video is shot in an elevated format with real impact, so every piece matches the Westlake brand. Patient content uses signed authorizations, and all medical claims go through Westlake's review before publishing.
The look
Recognizable at a glance
Most practice accounts share the same stock graphics and captions. Westlake will have one distinct visual identity across the practice and each doctor, with consistent color, framing, type, and motion.
The goal is a feed that looks high-level and unmistakably yours, the kind other practices end up copying.
The creative bar
A different category from the standard eye surgeon video
What most eye surgeons post
Introduce, explain, invite
A surgeon on camera saying who they are and what they treat, then asking you to come in. The information is fine, and it is easy to scroll past.
What Westlake posts
Footage and messaging with power
Cinematic footage and a message that resonates, built around what the result means in a patient's life. Strong enough that people stop, feel something, and send it on.
These two reels show the level of footage and messaging we are aiming for. They are not templates, and Westlake's videos will be original.
Who plays what role
Each brand has a job
Westlake
Trust and proof. An elite practice with elite doctors and surgeons, shown through patient stories, technology, the team, and behind the scenes, always with a doctor or team member on camera so the account has a face.
Dr. Vendal
A global authority with a distinct personality. A highly educated, very well-respected doctor whose education content, myth-busting, and national positioning build her reputation.
Dr. Barker
Warmth and patient trust. Testimonial-led and approachable, the surgeon patients feel they already know.
Nate Schwartz (starting January)
Leadership. LinkedIn-first thought leadership on the practice's growth and vision, with a personal story on Instagram: why he leads Westlake and where it is going. Added in January, after the first 90 days.
Where each brand posts
Platforms and their jobs
| Brand | YouTube | TikTok (test) | |||
|---|---|---|---|---|---|
| Westlake Eye Specialists | ✓ | ✓ | ✓ | ✓ | Test |
| Dr. Vendal | ✓ | ✓ | ✓ | ✓ | Test |
| Dr. Barker | ✓ | ✓ | ✓ | ✓ | Test |
| Nate Schwartz (starting January) | ✓ | – | ✓ | – | – |
TikTok is a 90-day test on the Westlake, Dr. Vendal, and Dr. Barker accounts, using the same vertical videos cross-posted from the shoot. An account is kept only if it drives qualified, relevant traffic or inquiries, and does not conflict with HIPAA.
| Platform | Its job |
|---|---|
| Reach and brand. Reels and carousels carry the elevated look. | |
| Local reach with the 45-and-older audience for RLE and cataract care. Strongest platform for boosted patient stories. | |
| Authority, and relationships with referring optometrists. Home of Dr. Vendal's thought leadership and Nate's brand. | |
| YouTube | Search and evergreen value. Shorts come from the monthly shoot. |
| TikTok (test) | Reach test. Kept only if it drives qualified, relevant traffic or inquiries, and does not conflict with HIPAA. |
Monthly deliverables
What we produce every month
One shared filming day each month produces the video for every brand. Posts below are published across each brand's platforms.
| Brand | Short videos | Static posts and carousels | Total posts | Included in |
|---|---|---|---|---|
| Westlake | 6 | 10 | 16 | All tiers |
| Dr. Vendal | 6 | 8 | 14 | $5,800 and up |
| Dr. Barker | 4 | 6 | 10 | $5,800 and up |
| Nate Schwartz | 4 | 4 | 8 | $6,500, starting January |
| Totals by tier | ||||
| $4,500 Westlake only | 6 | 10 | 16 | |
| $5,800 Westlake + Vendal + Barker | 16 | 24 | 40 | |
| $6,500 plus Nate | 20 | 28 | 48 | |
Every month also includes the content calendar for your approval, scheduling and publishing, a unified link-in-bio, and the attribution and reporting below.
The holiday plan
Fully running before Thanksgiving
November and December are the busiest months on social media, and they are when the Christmas promotion of RLE and LASIK runs. Every system is plugged in before the push starts.
Set up
Tracking goes live. Account access is cleaned up. Visual identity is locked, the first filming day is shot, and the October to December content calendar is approved.
Build
All series launch. Education and patient stories run weekly, the audience warms up, and the first monthly report shows what is working.
Ramp
Gift-of-clear-vision messaging begins, with a light FSA and HSA reminder. A second batch of holiday content is shot and scheduled before Thanksgiving week.
Thanksgiving to Cyber Monday
Holiday offers go live with Westlake's approved details. Everything is pre-scheduled, so nobody is scrambling over the holiday.
Peak push
Gift-of-clear-vision content, consult booking reminders, and a light FSA and HSA reminder, with paid boosts on the best performers.
Final push and wrap
Last-chance reminders, then the year-end report and the first-quarter plan.
Attribution and reporting
We know where every inquiry comes from
Every post and link carries tracking, so reporting shows which content drove which visit, and which visits became RLE and LASIK inquiries.
Tagged links
UTM tags on every link, by post and platform, tied to the specific service page.
HIPAA-safe tracking
Meta Conversions API with hashed, server-side data. No page content or health context goes to Meta, and no TikTok Pixel is placed on the website.
Monthly report
Posts published, reach, engagement, follower growth, link clicks, website visits by post, inquiries by source, and what changes next month.
Your existing ad results become the baseline. Paid boosts are reported with cost per click and cost per inquiry, and the ad spend itself is billed separately.
Scope
What is covered and what is not
Already in your retainer
Social media strategy oversight. LinkedIn strategy and Dr. Vendal's LinkedIn growth program. YouTube channel optimization and the long-form explainer series.
Covered by this scope
Advanced strategy oversight (the monthly content plan, the holiday campaign build, and monthly adjustments based on the report), scripts and direction, filming day, editing, scheduling, link-in-bio, producing and posting LinkedIn content, YouTube Shorts, tracking, and reporting.
Billed separately
Brand films, paid ad spend, and third-party software.
Investment
Pick the scope that fits
Westlake
- 16 posts a month
- Westlake on four platforms plus the TikTok test
- Attribution and monthly report
- Setup: $2,500
Westlake + Vendal + Barker
- 40 posts a month across three brands
- TikTok test on all three accounts
- One shared filming day each month
- Unified link-in-bio across all three
- Attribution and monthly report
- Setup: $3,500
Add Nate Schwartz
- 48 posts a month across four brands
- CEO brand on LinkedIn and Instagram
- Added after the first 90 days
- Attribution and monthly report
- Setup: $4,000
One-time setup
| Scope | Setup fee |
|---|---|
| Westlake only | $2,500 |
| Westlake + Vendal + Barker | $3,500 |
| Plus Nate | $4,000 |
The setup covers:
- Onboarding and planKickoff, the October to December content calendar, and the first filming day planned.
- Social style kitBuilt on your existing brand, not a rebrand. Video look (framing, lighting, color grade, pacing), templates for carousels, covers, and thumbnails, intro and outro, matching profile photos, bios, and highlight covers, and a one-page voice guide for each doctor.
- Account and access cleanupAn audit of who has access to every account, removal of old access, and admin access set up for Goat Sites on each platform.
- Link-in-bioOne unified link-in-bio across all brands, with tracked links to the RLE and LASIK pages.
- Tracking setupThe UTM tagging system, Meta Conversions API (HIPAA-safe), and the monthly report template.
Term
A 90-day commitment, then month-to-month.
Rate after 90 days
These rates are set lean so we can build traction fast. Pricing increases after the first 90 days.
Next steps
Getting started
- Choose a scope. Setup runs October 13 to 16.
- We audit account access and set up tracking.
- We schedule the first filming day and build the content plan around the Christmas RLE and LASIK promotion.
- First posts go live, and the first report follows at the end of the month.