Dr. Dagny Zhu
SOCIAL MEDIA + CONTENT STRATEGY
Dr. Dagny Zhu is a LASIK surgeon and ophthalmologist who uses social media to make eye health more approachable while sharing her perspective as a first-generation graduate, immigrant, and woman in a male-dominated field.
I managed social media and content for Dagny across Instagram, TikTok, and YouTube, developing content ideas, writing copy, creating and editing content, and using performance insights to inform what we created next. Our content ranged from educational and reaction-based videos to product recommendations, personal storytelling, travel content, and sponsored brand partnerships.
ROLE
Social media + content
TIMELINE
Jan 2023 - Nov 2023
CHANNELS
Instagram, TikTok, LinkedIn
01
Educational Content
A large part of our strategy focused on turning eye health and ophthalmology topics into content people would actually want to watch. I created educational Reels using curiosity-driven hooks, reactions, timely topics, and approachable explanations to make complex or everyday eye-health questions feel relevant to a social audience.
02
Personal Story + Perspective
Dagny's platform wasn't only about eye health. We also created content around her experience as a first-generation graduate and immigrant, her career in medicine, and her perspective as a woman working in a predominantly male field. These posts gave her audience a stronger sense of the person behind the medical expertise and created space for conversations beyond ophthalmology.
03
Personality + Lifestyle Content
Alongside educational content, I created reaction videos, product recommendations, trends, travel recaps, and lighter lifestyle content that brought more personality into Dagny's feed. The mix helped balance her professional expertise with content that felt more personal, entertaining, and native to social media.
04
Brand Partnerships
I also supported sponsored content, creating videos within brand-provided campaign direction and requirements while adapting the content to fit Dagny's existing voice and social presence. Content was created for Instagram and cross-posted to TikTok, allowing ideas and formats to work across multiple platforms.
