Client case: Ystad Hudläkarmottagning, one marketer, two brands

One marketer, two brands, every channel

Ystad Hudläkarmottagning is a doctor-led dermatology clinic in Ystad, run under the direction of dermatologist Dr Christina Engman. Under the same roof it operates two distinct brands: public dermatology care commissioned by the region, and privately funded aesthetics under the name YstadHud Estetik. Two brands, two audiences, two very different tones of voice.

Marketing was one person, with no in-house studio. Writing, reviewing and scheduling each post took time that daily clinic operations rarely allowed. The result was roughly half a post per week, and channels that went quiet whenever things got busy.

What changed

Since going live with Ayra, posting jumped from roughly half a post a week to nearly five, an increase of over 700%. What used to take time to write, review and schedule now happens directly in the platform.

“The same effort that barely covered one post every other week now powers continuous communication across every channel.”

Marketing, Ystad Hudläkarmottagning

The results

• Reach on Instagram and Facebook quadrupled versus the prior five-month average.
• Weekly Instagram engagement is 17× higher.
• Beyond social, Ayra also produces newsletters, articles and image material that would otherwise have required a photographer.

The effect is not just more content: the clinic now communicates continuously, across two brands and more channels, with the same effort that previously barely covered one post every other week.