Ophthalmology Associates

From stock posts to a content system.

Client: Eye care practice, 5 DFW locations
Platform: Facebook
Timeline: Oct 2025 – Oct 2026
Role: Content strategy, visual design, content development and project management

+74Net new followers, up from +1 the year before

−58%Fewer unfollows

+27%Organic views, year over year

In 10 seconds

Problem: A five-location eye practice whose social feed looked like every other clinic, and an audience that was standing still.
What I did: Four content pillars, a new 4:5 template system in Figma, and two posts a week, planned and designed by me, with AI-drafted copy I edited and fact-checked.
Result: A feed that finally looks like the practice behind it, and people stopped tuning out. All organic.

The Situation

Ophthalmology Associates is a Fort Worth eye care practice with five locations across DFW. Patients come in to see real doctors and staff, but the social media feed didn't show any of that.

It looked like every other clinic: square stock photos with the logo stamped on top, and holiday puns that could have belonged to any brand. Their social media presence was at a standstill. While they gained some followers, they lost just as many over time.

I delivered a new content strategy with a fresh content design approach, and published two posts a week for the first year.

Before I took over · the feed in May 2025 (not my work)

What I Did

Established four content pillars
Created a new 4:5 template system in Figma
Designed and developed two social media posts a week for a year
Scheduled twice-weekly posts in Sprout Social

Built Four Content Pillars so Every Post Had a Job

Patient education and safety: "1 in 12 men see color differently," costume contact lens risks, eye injury prevention
Physician spotlights: introducing doctors by training and specialty, not just a headshot
Transparent pricing: LASIK starts at $1,500 per eye, stated plainly
Local relevance: Fort Worth and the season, not generic holidays

Redesigned the Visual System from Scratch in Figma

Posts moved to a 4:5 vertical format with a template set built on a consistent editorial hierarchy: eyebrow label, headline, supporting line. Branding got quieter, and color and composition varied from post to post, so the feed stopped looking interchangeable. One rule kept it fresh: no eyebrow label repeats within a month.

Ran Production Every Month

I mapped the calendar to awareness dates, planned every post, edited and fact-checked the AI-drafted copy, designed the visuals, got Art Director approval and scheduled everything in Sprout Social. For two months, interns produced posts on the account; I trained them on the system and reviewed all of their work before it went to the Art Director.

After · my redesign, 4:5 template system