Selected Case Studies & Campaign Work

HannahMayuski

Content & Visibility Strategy · San Miguel Creative

Directed, scripted, and produced high-performing content for board-certified physicians and wellness experts generating millions of views, filling consultation books, and creating content that consistently converted viewers into patients.

32M+
Campaign views generated
$81K
Traced surgery revenue in 11 weeks
170 to 8.8K
TikTok followers grown for one client
Hannah Mayuski
As Seen In
Wall Street Journal Yahoo Entertainment
Organic Content Partnership · Plastic Surgery

Dr. Sarah Kennedy

Board-Certified Plastic Surgeon · North Atlanta Plastic Surgery
The Story Hannah documented her own breast augmentation journey with Dr. Kennedy from the initial search for a surgeon through consultations, surgery day, and recovery on her personal TikTok @hannahmayuski. No content brief. No formal contract. Just an authentic patient experience shared honestly. The result: 10 named patient referrals, $81K in traced surgery revenue, and content featured at a national medical industry conference. All in 11 weeks.

"So many doctors I see on social media make me cringe and I've hesitated because it's not me, but you've shown me as me, so thank you."

Dr. Sarah Kennedy, Board-Certified Plastic Surgeon
10
Patients came in citing Hannah by name from TikTok
In the first 11 weeks of posting
$81K
In surgery revenue directly traced to content
5 completed · 5 booked · avg. $8,100
341.1K
Views on top-performing video @hannahmayuski
708 shares · 441 saves · organic
1,433
Saves on Kylie Jenner technique breakdown
People saving to show their surgeon
Content That Drove Patients Through the Door
341.1K views · Patient Journey Reel
708 shares · 441 saves
81K views · Kylie Jenner Technique
1,433 saves
24.7K views · Surgery Day Vlog
1,086 likes
The Key Insight
The highest-performing content wasn't posted on Dr. Kennedy's account. It was posted on Hannah's personal TikTok @hannaymayuski. But what made it convert wasn't reach. It was relationship. Women reached out to Hannah directly saying they'd had consults with other surgeons for years and never felt comfortable until they found Dr. Kennedy through her videos. They booked surgery feeling like they already knew their doctor. That's not content marketing. That's trust built at scale.
Recognized at the Mentor National Sales Meeting · Johnson & Johnson
Content from this organic partnership was featured at a major national conference under Johnson & Johnson's Mentor brand as a benchmark example of how medical practices should build brand advocacy online. The content reached the Mentor sales team and was held up as the model for patient-driven visibility strategy.
Account Growth — Instagram @drsarahkennedy
Before
1,052
Followers · minimal video content · no defined brand strategy · no patient-facing storytelling
After · 11 Weeks
1,201
Followers. But more importantly: 10 named patient referrals, $81K in traced revenue, and content featured at a national medical conference. Follower count tells one story. Patient revenue, saves, and real engagement tell the one that actually matters.
Case Study 02 · Cosmetic Dermatology

Dr. Chynna Steele Johnson

Board-Certified Cosmetic Dermatologist · Steele Dermatology · Atlanta & Alpharetta
Objective Cosmetic dermatology can feel deeply intimidating. Walking into a luxury Buckhead practice to talk about insecurities you've maybe never said out loud, in front of a world-class physician who is also impossibly beautiful herself. That's a lot. The goal was to reposition Dr. Johnson as both an undeniable clinical expert and someone who felt like a real person. Like a friend you could trust with your face. The kind of doctor patients tell their girlfriends about.
The Cultural Moment That Changed Everything
When comedian Funny Marco visited the practice as a patient brought by Lala Anthony, Hannah moved same-day. A clip was edited and posted before the moment passed. The result: 1.1M views on TikTok · 85.4K likes · 4,303 saves · 2,714 shares. New patients flooded in and specifically told the practice which videos sent them.
1.1M
Views on Funny Marco x Lala Anthony same-day post
85.4K likes · 4,303 saves · 2,714 shares
386K
Views on strategic follow-up cultural moment reel
21.4K likes · 1,510 saves
170 to 8.8K
TikTok follower growth · 52x increase
Starting from near zero
19.8K to 24.6K
Instagram growth plus 100M reach badge
@steelederm
Cultural Moments That Drove Reach
1.1M views · Funny Marco x Lala Anthony
85.4K likes · 4,303 saves
386.7K views · Follow-up Cultural Reel
21.4K likes · 1,500 saves
80.6K views · Savannah James Netflix
712 saves · 141 shares
Trust & Personality Content
98.3K views · April Fools Prank
8,905 likes · 247 comments
96.2K views · POV Your Derm All the T
96.2K views
Authority
Educational content explaining cosmetic treatments and skincare in a way that felt approachable rather than clinical. The kind of content that makes patients recognize themselves and think: I have that. I should get that checked. I didn't know that was fixable. Dr. Johnson became the trusted voice people sent to their friends before ever booking.
52.3K views17.9K views
Trust
Humanizing content showing Dr. Johnson as a physician and a person. Staff moments, Friday Funnies, and behind-the-scenes practice culture. The goal was to make her feel like the girlfriend you call before you book the appointment. People connected with her authentic self, not just her credentials.
15.4K views11.2K views
Reach
Trend-integrated cultural content tying what the world is talking about directly to what Dr. Johnson does best. Beyoncé at the Grammys, Serena Williams at the Super Bowl, Halle Berry. Finding the intersection between pop culture and cosmetic dermatology.
18.1K views16.5K views13.9K views
Account Growth — @SteeleDerm TikTok
Before · March 2024
170
Followers · 914 likes · no content strategy · inconsistent posting
After
8,804
Followers · 131.5K likes · 52x follower growth · consistent viral content · celebrity patient features · cultural trend strategy
Case Study 03 · Hair Restoration

Dr. Ken Anderson

Triple Board-Certified Hair Restoration Surgeon · Top 20 Globally · Anderson Center for Hair · Atlanta & Alpharetta
Objective Dr. Anderson is one of the top 20 hair restoration surgeons globally, Emory-trained and Castle Connolly recognized. But most people suffering from hair loss don't know that surgeons like him exist in their own city, or that surgery isn't even the first option. Hair loss is one of the most quietly devastating things a person can experience. Men suffer in silence. Women feel helpless. The goal was to change that by making Dr. Anderson the trusted voice people find first, with content that educated, removed shame, and made clear there's a full spectrum of solutions available at every stage of loss.
The John Cena Moment
After John Cena publicly spoke about his hair restoration with Dr. Anderson on Entertainment Tonight, the content was immediately repurposed into strategic social posts reaching a new audience and driving a direct influx of consultation inquiries. The practice didn't just benefit from the celebrity mention. The content strategy made sure people found them because of it.
0 to 3.4K
TikTok built entirely from scratch
Account created and grown by Hannah
436K+
Views on top-performing single video
5,873 saves · 1,306 shares
150K
Views on YouTube collab with Phil Edwards
History of hair transplants · 5K likes
3
Content pillars built from zero
Authority · Trust · Reach
Top Performing Content
436.4K views · Been Using Minoxidil
5,873 saves · 1,306 shares
324.6K views · Who Is Most Likely To
16K likes · 523 saves
95.1K views · 1st Sign of Hair Loss in Women
210 saves · 32 shares
Authority
Educational content that met people wherever they were in their hair loss journey, from noticing a thinner ponytail to wondering if they'd waited too long. Breaking down the difference between finasteride and dutasteride, explaining when to start topical versus oral minoxidil, and making it clear that surgery is never the first step. Complex medical topics made simple, shareable, and searchable, so that anyone Googling their symptoms might find Dr. Anderson first.
89.2K84.3K
Trust
Trust is built in the small moments. Watching Dr. Anderson joke with his staff, hand Dr. Wetzel random objects he didn't ask for, and light up around the people he works with every day tells patients something a credential wall never could: this is a place where people love what they do. The kind of content that makes a world-class surgeon feel like someone you'd actually want to spend your surgery day with.
40.6K14.6K15.2K
Reach
Two distinct reach strategies. A deep-dive collaboration with YouTuber Phil Edwards on the history of hair transplants that brought Dr. Anderson to a massive new audience curious about the science. And an influencer outreach campaign that answered the questions people are too nervous to ask, what does day one look like, day ten, two months out, turning hesitation into confidence and confidence into booked consultations.
150K views29.9K views
Account Rebuild — Instagram @andersoncenterforhair
Before
646 posts
2,340 followers · bloated with AI-generated filler content · no visual strategy · inconsistent brand voice
After Hannah's Rebuild
130 posts
2,664 followers · grew followers while removing 80% of content. Proof that quality and strategy always outperform volume.
The Counterintuitive Result
Hannah archived the majority of 646 existing posts, most of which were AI-generated filler content, and rebuilt the account from scratch with a clear brand voice and strategic content calendar. The account grew followers despite having dramatically fewer posts. This is the difference between a content strategy and a content calendar.
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I work with a limited number of medical and wellness clients at a time. If you're a board-certified expert ready to build authority and visibility through strategic content, start with an application.

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Hannah Mayuski

Hannah Mayuski · Founder, San Miguel Creative · Atlanta, GA

Behind the Camera & In the Room
Hannah with Dr. Anderson on set Hannah reviewing footage on rooftop shoot
About Hannah

HannahMayuski

Founder, San Miguel Creative · Brand & Visibility Strategist

I didn't come up through marketing agencies or social media courses. I came up through the practices themselves, working alongside board-certified surgeons, sitting in on consultations, explaining cosmetic plans to nervous patients, and watching firsthand what actually makes someone say yes. That inside knowledge is what I bring to every client I work with.

My name comes from my Peruvian roots. San Miguel is my maiden name and I couldn't let it go when I got married. It's a reminder of where I come from, a big warm family where food, laughter, and gathering around a table is how we love each other. That same energy, warmth, realness, and genuine care is what I bring to the work.

Outside of work, I'm up at 4AM because I believe in filling my cup first so I can show up as the best version of myself for my clients and everyone in my life. I'm at the gym lifting weights, at Pilates, on a hiking trail, or cooking something new with my husband Michael. I read on the treadmill. I watercolor. I take dance lessons. I'm obsessed with wellness, longevity, and the idea that how you take care of yourself today determines who you'll be at 70.

I'm also my own best case study. I've documented my own GLP-1 microdosing journey, my hormone therapy, and my breast augmentation with Dr. Kennedy. I live the lifestyle I help my clients market.

My gym community is full of people in their 60s who are more ripped than most 30-year-olds. My closest friends are injectors, estheticians, and physical therapists. I surround myself with people who inspire me to be better and I try to be that person for my clients too.

Movement & Fitness
Weight lifting, Pilates, hiking, walking. Movement is non-negotiable. It's how I think clearly and show up fully.
Wellness & Longevity
GLP-1 microdosing, hormone optimization, supplements, nutrition. I research it, try it, live it, and share it honestly. And I love to overshare about it on the internet.
Community & Family
Big family, shared tables, real relationships. My husband Michael, my puppy Teddy, and the people who push me forward.
Aesthetics & Beauty
Plastic surgery, cosmetic dermatology, skincare. I'm a patient and a strategist. I understand both sides of the room.