For Valley Obesity Medicine & Diabetes, social media couldn’t simply be a stream of promotional posts asking people to schedule appointments. Dr. Li was building a practice around education, prevention, reducing stigma and helping patients understand obesity as a disease deserving thoughtful medical care.
Social media gave us an opportunity to begin that work before someone ever became a patient.
LovelyPixels developed VOMD’s social presence around the same strategy guiding the larger brand: make complicated medical topics approachable, meet patients where they are and consistently reinforce what makes Dr. Li’s approach different.
That meant creating branded social media graphics and content that could educate patients about obesity, diabetes, prevention, medications, lifestyle medicine and common misconceptions surrounding weight. Instead of relying exclusively on clinical terminology, we translated topics into questions and conversations that reflected what real people were concerned about. The goal wasn’t simply reach—it was helping VOMD become a recognizable, credible local source of health information.
With no established patient base, VOMD needed multiple channels working together to introduce the practice to the Winchester community.
Social content supported the opening, shared educational resources, introduced Dr. Li and his philosophy of care, and gave prospective patients another opportunity to encounter the VOMD brand before deciding to schedule.
Over time, that channel became increasingly connected to VOMD’s broader content strategy. Website articles and resources could become social posts. Frequently asked patient questions could inspire new educational content. Community initiatives could be promoted online. And VOMD’s growing library of content could continue working across search, social and patient education instead of being created for a single use.
Deep dive on specific areas of this project:
Across the August 2025–August 2026 reporting period, organic social generated 1,512 website sessions, making it VOMD’s third-largest source of website traffic behind organic search and direct traffic—and ahead of paid search.
As Lisa Peterson became more involved in VOMD’s community outreach and engagement, our role evolved as well. We helped establish a foundation that the internal team could continue building upon, allowing social media to become more connected to what was happening inside the practice and throughout the community.
Because for VOMD, social media was never supposed to be about posting just to stay active.
It was another way to take Dr. Li’s idea of “medicine outside the exam room” and put it into practice.
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Ideally, your branding, website, local search presence and initial marketing should begin well before opening day. This gives search engines time to discover your practice and gives prospective patients somewhere to learn about your services before appointments become available.
Both have a place. Your website needs to accurately describe your medical services while recognizing that patients may search very differently. For VOMD, for example, consumer interest around “weight loss” terminology helped inform how we structured search strategy around a practice clinically focused on obesity medicine.
Your marketing infrastructure should anticipate growth from the beginning. Adding providers, services, educational resources or additional locations shouldn’t require starting over. A scalable website and SEO structure can evolve from supporting a solo practitioner to supporting a larger practice while preserving the authority and visibility you’ve already built.
At minimum, patients should quickly understand who you are, what you treat, where you’re located, whether you accept insurance, how your approach is different and how to schedule an appointment. Your website should also be structured so services, providers, resources and locations can expand as the practice grows.
Credentials, physician bios, professional photography, detailed service information, educational content, transparent explanations of the patient experience and eventually patient reviews all work together to reduce uncertainty. A new practice may not have years of reputation behind it, so its digital presence has to work harder to establish credibility.
Don’t stop at website traffic, impressions or social engagement. Track actions closer to becoming a patient: appointment clicks, phone calls, contact forms, direction requests, referrals and ultimately scheduled appointments. Connecting marketing activity to patient acquisition makes it much easier to decide where to invest next.
