MLDUK

MLDUK have been working for 30 years to ensure training standards remain high and treatment is given appropriately, by sufficiently qualified practitioners.

As social media grew in popularity as a marketing tool, so did the frequency of under-qualified individuals offering “manual lymphatic drainage” treatments that were not specifically MLD.

Over time, this lead to general misinformation around the practice and an increased risk to patients whose lives could be drastically improved with appropriate MLD treatments.

MLDUK is an association run by volunteers, all of whom also work as MLD practitioners, meaning there was no capacity to manage social media in house. But they knew action needed to be taken to correct information being posted online.

MLDUK’s Unique Selling Points (USPs):

• MLDUK therapists are trained to a regulated standard and patients can ensure they are being treated by a fully qualified and registered therapist.

• MLDUK therapists are added to a register of practitioners which is recognised by healthcare professionals and medical organisations.

• MLDUK is the official non-profit organisation with a membership of qualified therapists, aiming to empower patients through education and clarity to ensure they receive appropriate care.

Identified Key Performance Indicators (KPIs):

• Increased membership registrations and social media engagement (likes, shares, etc).

• Enhanced and wider-spread ‘brand’ sentiment (more people know about MLD and MLDUK, more patients are booking with MLDUK therapists, etc).

• Shift in public messaging around lymphatic drainage and massage from the focus on beauty and lifestyle to messaging around medical and health benefits.

Social Media Approach:

• Overall bias towards educational content that is relevant, timely, and encourages discussion.

• Showcase practitioners to accompany an online directory, begin building “face-based” public recognition, and drive bookings.

MLDUK’s Aims:

• Address misinformation on socials about the treatment.

• Empower patients to advocate for themselves through education.

• Improve brand awareness and long-term public trust as leading org in their industry

Social Media Strategy:

• Overall bias towards educational content that is relevant, timely, and encourages discussion.

• Showcase practitioners to accompany an online directory, begin building “face-based” public recognition, and drive bookings.

Content Pillars:

• Practice Particulars (content designed to be highly sharable and easy to digest for the general public)

• Protecting Patients (educational content aimed towards MLD patients (and prospective patients) to ensure they receive safe, appropriate treatment)

• Training Standards (emphasise the attention given by MLDUK to the training level of registered practitioners)

(2025)

Overall reach increased by 860%

Followers increased by 267%

Patients asking more in-depth questions regarding treatment, qualification, after-care, etc.

Local councils recommending specialist practitioners to become members prior to practice in their districts.