Most aesthetic clinic feeds in Dubai look the same: a treatment menu on a soft pink template. Patients scroll past them. What makes one clinic stand out is the same thing that keeps it inside the DHA standard: real doctors answering real questions.
Four kinds of post that work
Know your doctor. A carousel on one doctor: their licensed title exactly as on the DHA licence and the languages they speak. A short Reel of the doctor answering one patient question to camera, if they are comfortable. Patients choose a doctor before they choose a clinic.
The honest answer. The questions patients ask in every consultation make the best posts. How long does Botox usually last and what changes it? What should I avoid after a filler treatment? What is the difference between a dermatologist and a beauty clinic? Answer plainly, include the risks where a procedure is invasive and avoid any promise about results.
Inside the clinic. The treatment room, the equipment, the sterilisation routine, the team at the front desk. No patients in the frame and never a procedure in progress.
Awareness days. Breast Cancer Awareness Month in October and World Diabetes Day on 14 November. Tie each to something the clinic knows, without fear or urgency.
Captions inside the standard
Write what the treatment is and who performs it. Then the risks and that results vary. Banned words such as best, unique, safest, guaranteed, miraculous and 100% stay out, along with MOHAP’s additions like pain free and permanent. Titles not on the licence, such as aesthetic consultant or beauty expert, stay out too.
What the count shows
Across 14 Dubai aesthetic clinic accounts in the 90 days to 13 October 2026, the median clinic posted 2.33 times a week and Reels drew the most likes and comments for their audience size: a median of 0.2 per 100 followers against 0.1 for carousels. That counts likes and comments, not reach. Doctors on video seem to work for this field.
Every post, approved
Under the DHA standard the Medical Director approves every post that names the clinic or its location. Make that quick: a week of posts in one batch, one tap per post. The clinic’s official account also shows its MOHAP advertising licence number, usually in the bio.
What never to post
Before and after images that do not follow the standard’s rules. AI or stock images presented as patients or results. Patient stories without written consent limited in subject and time. Comparisons with other clinics. Filming in procedure rooms during treatment. If in doubt, leave it out and ask the Medical Director.