Case Study · Branding, Strategy & Social Media
MedFocus
Brand guidelines, a full digital marketing strategy and social media management for MedFocus Professional Corporation, a modern accounting firm for healthcare professionals.
The financial backbone for healthcare professionals
01 — The Challenge
Expert advice, little awareness
MedFocus provides accounting, tax planning and financial services to healthcare professionals, principally physicians. The firm came to Reach through a referral, looking for social media and digital marketing support to get its message out as tax season arrived.
Its social channels were barely active, with little content and a small following. MedFocus needed a clear brand, a plan for each platform and consistent content to reach physicians.
02 — The Approach
Brand first, then build the audience
Reach worked in two phases. Phase one set the foundations: the brand, the strategy and the guidelines. Phase two put them to work, with Reach creating and managing MedFocus’ content on Instagram, LinkedIn and X.
01
Brand foundations
Vision, mission, brand personality, colours, typography, logo rules and two ideal customer profiles.
02
A plan per platform
A digital marketing strategy that gave Instagram, LinkedIn and X each a clear role in the customer journey.
03
Content that converts
Educational posts, brand story posts and client reviews, each built to move physicians from awareness to inquiry.
04
Community growth
An engagement funnel, Instagram FAQs, outbound engagement and a hashtag strategy to grow a real community.
03 — The Work
Brand, strategy and content
Brand Guidelines2024
Guidelines that define how MedFocus looks and sounds: professional, expert, innovative and trustworthy. They cover the colour palette, typography and logo usage, plus two ideal customer profiles of physicians at different stages of their careers.
Digital Marketing Strategy2024
A strategy that maps every platform to the customer journey, from brand awareness to interest, consideration and conversion, with the KPIs to track at each stage. Instagram became the home of MedFocus’ visual brand and education, LinkedIn its platform for thought leadership and X its channel for conversations.
Content Strategy & Guidelines2024
One main message, “the financial backbone for healthcare professionals,” and three types of posts, each with a job: educational posts and brand story posts to target and attract physicians, and client reviews to convert them. Copy and design guidelines kept the feed consistent.
Social Media ManagementOctober 2024 – June 2025
Content calendars, content creation and day-to-day management of Instagram, LinkedIn and X, including an end-of-year tax time campaign, community engagement, monthly reporting and an educational video shoot in May 2025.
04 — What We Delivered
The full playbook
05 — The Result
From quiet to consistently seen
The results (October 2024 – June 2025)
*Combined Instagram, LinkedIn and X. Engagement growth compared with January – September 2024, before Reach managed the accounts.
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