Marketing leadership and brand repositioning

Clínica 3 de Mayo · Plastic surgery in Madrid · March 2026 to present

A plastic surgery clinic in Madrid with national and international patients, led by a surgeon with a wide range of expertise. I run all of its marketing: brand, positioning, pricing, website, video and vendor coordination.

The starting point

Over more than twenty years, the clinic had piled up vendors and marketing tweaks without ever thinking through its strategy or fundamentals. It brings several medical specialties together around a lead surgeon, and nothing tied them into a whole. The challenge: unite these specialties, the practice and its surgeon in a single brand story that would raise the value of the offer and the clinic, then take it to market consistently.

What I put in place

I started with in-depth brand research: understanding each area of expertise, pinpointing the clinic's real strength, then defining the story that could truly raise its perceived value.

Brand and positioning

Bring the surgeon's expertise together under a single story that justifies a premium positioning.

A positioning: “The architect of body transformation.”
A premium visual identity, built on authentic images of the team and the operating room.
A public ethical framework for sensitive procedures.

Rollout

Translate the new brand into pricing and make it visible on every channel.

A harmonized list of procedures and prices, and a price increase managed with the surgeon.
A single website in four languages, readable by Google and AI.
Video content production, with a shoot in Madrid.
Online reputation monitoring and management.
Vendor coordination.