Strategy report · Updated Aug 1, 2026
What's working for @menopause_doctor on Instagram.
Dr Louise Newson
828.7K followers · 3.7K posts
“Physician & Women’s Hormone Specialist No1 Best Selling Author Host of @drlouisenewsonpodcast Founder @balancehormonehealth Founder @newson.health”
Engagement rate
0.15%
Per post, last 90 days
Posts per week
2.3
Niche avg 4.0
Average likes
1.2K
74 avg comments
Post mix
Last 90 days · 3,653 posts indexed
01
Top-performing posts
The three posts pulling the most engagement in the last 90 days.
reel 0.51% engagedYesterday, while I was in Parliament talking about the harms of synthetic “hormones” that were used as Primodos pregnancy test and are prescribed to millions of women, I asked some male MPs a simple question. “Would any of you take a medication that blocked your testosterone, is associated with an increased risk of blood clots, stroke, heart disease, cancer, low mood and depression, reduces the absorption of some important nutrients and vitamins, and whose long-term effects in the body have never been properly studied?” They admitted they probably wouldn’t be keen to take it. Yet millions of women are prescribed synthetic “hormonal” contraceptives, often from a young age, without always receiving balanced information about their benefits, their risks and the alternatives that are available. Many are prescribed them for heavy periods, acne and endometriosis rather than for contraception. The problem is that too often women are not given enough information to make an informed decision for themselves. Taking these synthetic “hormones” should a choice based on adequate information. At the same time, decades of misinformation have left many women frightened of natural bioidentical hormone treatments, despite these being very different from the synthetic “hormones” used in contraception. It is an extraordinary contradiction that deserves far more discussion. Women deserve honest conversations, evidence-based information and much better research than we currently have. I’d be interested to hear your experience. Were you given enough information to make an informed choice about contraception or any hormone treatments?
reel 0.36% engagedDespite what many women are told, there isn’t a set order for starting hormone treatments. Progesterone, estradiol and testosterone all have different roles in the body, so they should each be considered individually. The right time to start testosterone treatment is when there are symptoms that suggest testosterone deficiency, often alongside a low blood testosterone level. Symptoms can include low energy, reduced motivation, poor concentration, low mood and a loss of libido, although every woman’s experience is different. The most important part of hormone treatment is that treatment is individualised. Some women benefit from estradiol and progesterone first, others may need testosterone first, and some may need all three from the outset. The decision should always be based on your symptoms, your medical history and your blood results, rather than following a fixed pathway.
reel 0.31% engagedToday is a really special day because my new book, The Power of Hormones, is officially out now ✨ This is the most personal and important book I’ve ever written. It’s shaped by years of listening to women who have been dismissed, unheard or misinformed about their health and hormones. In this book, I explore what has gone wrong, the truth about hormones and why better conversations, research and access to hormone treatments are urgently needed. More than anything, I want this book to empower people with knowledge and help drive real change. So don’t just buy one for yourself, make sure to also share it with others - even your healthcare provider! You can order now via the link in my bio.
02
Content pillars
AI-clustered themes the account posts about, with example posts pulled live from Instagram.
03
Posting rhythm
Cadence and timing patterns over the last 12 weeks.
2.3 posts/week
Niche benchmark · 4.0/week
Best days
Tuesday · Wednesday · Thursday
Best hours
7-9am · 12-2pm
04
Signature hooks
Caption patterns the account reuses across high-performing posts.
Millions of women are being [harmed/denied] because of [reason].
Used 5×Despite what many women are told, [corrected truth].
Used 4×
Despite what many women are told, there isn't a set order for starting hormone treatments
Many people - women and healthcare professionals - are surprised to learn that hormonal contraceptives contain synthetic chemicals
So why are deficiencies of estradiol, progesterone and testosterone so often viewed differently?
How many women are told [dismissive diagnosis] when [hormonal cause] is never considered?
Used 3×
How many women are told they're simply stressed, anxious or no longer coping, when the possibility that changing hormone levels could be playing a role is never even considered?
This young woman has been suffering needlessly for years with pain and symptoms related to her low hormone levels
If you think like this, you're not alone
We replace [X] when levels are low. So why not [hormone]?
Used 2×
We replace thyroid hormones when thyroid hormone levels are low. We treat iron deficiency with iron supplements. So why are deficiencies of estradiol, progesterone and testosterone so often viewed differently?
women have been told that there comes a point where they're simply 'through menopause'. But that is just wrong.
Would you take a medication that [list of serious risks]?
Used 2×Unlock signature hooks
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Strategy summary
What's working, what to fix, and what to ship next.
TL;DR
@menopause_doctor is the clearest authority voice in the UK menopause space, and the data confirms it. The account's top-performing posts share one trait: a named injustice backed by clinical specificity. Post 26 (4,044 likes) and post 4 (2,769 likes) both open with a blunt challenge to the status quo, and they pull 2 to 3x the engagement of more generic podcast-promo reels. The "Hormone Education" pillar drives the majority of reach and is the account's strongest lever.
The biggest leak is posting cadence. At 2.3 posts per week, the account is running well below the 4-post benchmark for medical education accounts at this follower scale. Podcast-promo reels (posts 17, 25) routinely land under 400 likes, suggesting the current format treats Instagram as a trailer board rather than a standalone content surface. Post 16's carousel (774 likes, 23 comments) also shows that data-led slides underperform versus story-led reels on the same topic.
The mental health and postnatal hormones angle (posts 3, 18, 15) is quietly outperforming its share of the feed and has room to become a second flagship pillar. Leaning into that lane with dedicated series content, plus converting the strongest podcast clips into native reels with on-screen text, would close the cadence gap without requiring new research.
Working
5- Reels that open with a direct injustice claim, naming a specific hormone, drive the highest likes and comments consistently across the feed.
- Clinical specificity, such as naming progesterone's effect on GABA or referencing the WHI study by name, builds trust and fuels saves.
- Patient story reels like post 19 outperform abstract explainers because they give followers a mirror for their own experience.
- Parliamentary and public appearances in posts like 26 generate outsized reach by attracting audiences outside the core menopause community.
- The 'comparison to accepted treatments' hook, used in post 27, reliably breaks through because it makes the argument feel logical rather than political.
Risks
5- Posting cadence at 2.3 per week is too slow for an 828k account; low-lift content like Q&A clips and text carousels should fill gaps.
- Podcast-promo reels that lack a standalone hook, such as posts 17 and 25, consistently underperform and should be rebuilt around a surprising clinical claim.
- Data carousels like post 16 need a stronger opening slide; lead with the most alarming statistic, not the study context.
- No consistent posting time is visible in the data, which limits algorithmic predictability; standardise to two fixed windows per week.
- UGC is minimal at roughly 7%, which is good for authority but the account could selectively repost high-quality patient testimony to add social proof without diluting voice.
Ship next
5- Increase cadence to 4 posts per week by packaging the strongest 60-second podcast clips as native reels with bold on-screen text captions.
- Build a dedicated postnatal mental health mini-series across 4 to 6 reels to capitalise on the strong engagement seen in posts 3 and 18.
- Redesign all data carousels to open with the single most striking number in large text, then build the clinical context on slides 2 and 3.
- Test a fixed Tuesday and Thursday 7 to 9am posting schedule for 6 weeks and compare reach-per-post against the current irregular cadence.
- Create a repeating weekly format such as 'Myth vs. Fact Monday' using the strongest hook pattern, 'Despite what many women are told', to train the algorithm and audience simultaneously.
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