# TITA DERMS — GROWTH PLAN (Client Summary)
### Building Dr. Peach Paz Lao, MD into the trusted "Tita" of Philippine dermatology
**One page. The full strategy lives in the Media Plan + Playbook.**

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## THE GOAL
Turn Tita Derms into a **trusted expert influencer** — the "Atty. Tony Roman of derma." We're building a *person people trust*, not a clinic page. Followers are the scoreboard; **trust and affinity are the win.**

## THE PHILOSOPHY (one line)
> **Content is the engine. Media is the accelerator.**
> Great content earns followers organically. Paid media finds what's already working and pours fuel on it. We never ask ad spend to buy growth on its own.

## HOW WE GROW
- **TikTok = the hero.** It shows your videos to *strangers*, so a new account can be discovered fast and cheaply. This is where we win new followers.
- **Instagram = the brand home.** Where curious people check that Tita Derms is legit and premium.
- **Facebook = the Tita heartland.** Where the 35–55 audience shares her into family group chats.
- We shoot **once**, post on TikTok first, then distribute the winners everywhere.

## THE TARGET (honest version)
| Goal | Our read |
|---|---|
| Client aspiration: **300K in 3 months** | Possible only with viral luck. We build to *capture* it if it happens. |
| **Realistic engineered plan: 300K in ~12 months** | Achievable on the recommended budget with consistent on-camera content. |

## WHAT WE NEED FROM THE BUSINESS
1. **More Dr. Peach on camera.** Today only ~1 in 4 posts features her. People follow *people*. Target: **7 in 10 videos**.
2. **Consistent volume:** ~25–30 short videos per month (we'll tell you which topics are winning).
3. **Access + budget** to run ads (account access list provided separately).

## THE MONEY (recommended: start at Medium, scale on proof)
| Monthly budget | 3-month followers | 12-month followers |
|---|---|---|
| Low — ₱30K | 25K–40K | 90K–150K |
| **Medium — ₱75K (recommended start)** | **65K–110K** | **230K–380K** |
| High — ₱150K | 150K–230K | 450K–700K+ |

*Figures are realistic PH estimates and include organic growth (the larger share). We start Medium while we find what works, then scale into proven winners.*

## THE 12-MONTH ARC
- **Months 0–3 — Establish the persona.** Get Tita on camera, find her voice, identify winning content formulas.
- **Months 3–6 — Build authority & community.** Signature series, answering the growing audience, first Lives.
- **Months 6–12 — Influence.** Recognized category authority, collabs, inbound PR — and the trust foundation for *future* products/services, sold from affinity rather than ads.

## WHAT YOU'LL GET FROM US EACH MONTH
A clear report: follower growth, reach, views, cost-per-follower, top videos, what we learned, and what we'll do next.

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*Bottom line: we don't buy a number. We build a beloved expert, and use media to make sure the right content reaches the most people.*