Client

Hebe Academy is the professional training division of Hebe Medical Spa, created to educate injectors, aestheticians, and beauty professionals through advanced hands-on aesthetic training programs. The academy is backed by an established multi-location medspa brand with locations in Fishkill, Latham, and Saratoga Springs, New York.

Objective

Having already managed the main Hebe Medical Spa Instagram account, the client approached us with a request to launch and grow a dedicated, industry-focused account for Hebe Academy.
The goal was to build the academy’s Instagram presence from the ground up, position it as a trusted education authority, and attract a highly targeted audience of injectors, aestheticians, and beauty professionals interested in advanced training programs.
A key priority was to generate a consistent flow of qualified registrations and inquiries for upcoming courses through a combination of organic growth, strategic boosting, and lead-generation systems.

DIFFICULTIES

The account was starting from zero, with no audience, no content system, and no existing traction within the professional education space. Unlike a standard medspa page, the objective was to attract a narrow and highly valuable audience of injectors, aestheticians, and beauty professionals seeking advanced training.
Another key challenge was that follower count was not the priority in the early stages. The immediate goal was lead generation and email capture for future trainings, so the strategy had to focus on conversion and authority-building rather than vanity metrics.
Content also needed to resonate with experienced professionals who are less likely to engage with generic beauty posts. The page had to deliver genuinely valuable educational insights and industry relevance to build trust.
In addition, very limited original photo and video content was provided for a significant period, requiring us to maintain growth through repurposed assets, strategic creative formats, and high-value educational content while preserving a professional visual presence

Our Solution

1. Built the academy page from the ground up with a highly targeted content strategy designed specifically for professional aesthetics audiences.
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3. Developed the account branding, bio positioning, visual identity, and a strong initial content foundation, ensuring the page launched with authority and professionalism.
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5. Attached chatbot funnels and lead magnets to key posts, allowing followers to request training information via direct message while capturing email addresses for future launches and course invitations.
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7. Initially kept the page private while building content depth and exclusivity, then used weekly teaser Stories and internal promotion through the main Hebe Medical Spa Instagram page to attract injectors and aestheticians into the academy ecosystem.
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9. Once the page was fully prepared, launched it publicly and introduced targeted Instagram boosting focused exclusively on relevant beauty professionals and aspiring trainees.
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11. Executed a strategic content mix including:
12. • before & after injector case studies
    • educational technique breakdowns
    • training-focused authority posts
    • relatable injector memes and community content
    • high-value educational topics rarely discussed on competing pages

The Results

1. Built a highly targeted professional audience from scratch, consisting primarily of injectors, aestheticians, and beauty industry professionals, while growing the follower base by over 7X.
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3. Established a consistent pipeline of training inquiries and registrations for upcoming courses, generating an average of 5 qualified inquiries per week through a combination of organic growth and targeted boosting.
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5. Increased content engagement by 2X to 5X across key metrics, including likes, saves, comments, and overall interactions, reflecting stronger content quality and audience resonance.
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7. Scaled content visibility significantly, with reach growing by over 70X and impressions increasing by over 45X, dramatically expanding awareness within the niche professional market.
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9. Improved Story performance by 5X, strengthening daily engagement, audience retention, and direct message activity as a conversion channel.
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11. Increased profile visits by 1.6X, creating a stronger path from content discovery to training inquiries and registrations.
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13. Stabilised engagement rate at an average of 3.4%, with peak performance reaching up to 8.8%, driven primarily by educational and case-based content.
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15. Positioned Hebe Academy as a recognised educational presence within its local aesthetics community and a scalable acquisition channel for future course launches.