While social media has become an integral element of nearly every industry, there’s one area where it’s been slower to make inroads: medicine.

Dr Ahmed El Muntasar began his medical career in clinical research, focusing on patient safety. After spending some time as a doctor in a hospital setting and exploring plastic surgery, that interest in safety led him to focus on alternative, non-surgical methods of reaching patients’ aesthetic goals—methods that required less downtime and far less risk to the patient. Today, he runs an aesthetic medical clinic, Dr. Ahmed Aesthetics, with three locations throughout the U.K. and maintains a list of high-profile clientele.

One of the most important ways he’s grown his practice is through Instagram—he’s found that it’s not only been an effective way to market his practice but connect with his patients as well.

Read Dr Ahmed interview for Forbes.com and learn more about his journey and his career.

Platforms like Instagram stories, for example, are such a great way of conveying your personality. It helps bring personability and warmth to your audience and to your patients, because it allows that direct connection to them. I think that’s obviously very, very important because it helps you establish a connection with your patient. Conveying that positivity and the energy to them can really help them get to know you. So I think it’s just a nice way of spreading positivity as well.