Campaign strategy
Campaign domain definition
Awareness
Increase visibility in the market.
Attention
Increase engagement and connection.
Acquisition
Increase leads and sales.
Adoption
Increase retention and customer lifetime value.
Advocacy
Increase referrals and virality.
Acquisition campaign
PRIORITY ONE
Acquisition is the primary focus of this campaign. This 60‑day Acquisition campaign will turn the Neighbourhood GP Clinic’s scattered posts into a single, sequenced content plan that steadily guides local families and elderly patients from seeing seasonal health messages to booking GP visits for flu vaccinations, Child Wellness Checks and chronic disease reviews. By combining service explainers, seasonal education, and patient stories into one calendar, the clinic can rely less on walk-ins and ad hoc word-of-mouth and more on a gentle, repeatable pipeline of bookings that fits its small front-desk team and guideline standards.
Problem: Promotional pushes and health tips appear randomly with no plan, so patients rarely see enough repeated touchpoints to act on appointment reminders or seasonal health campaigns.
Solution: A 60‑day content strategy sequencing seasonal health awareness, service education and patient testimonials to steadily convert followers into booked visits.
Objective: To increase booked GP appointments for priority services (flu vaccination, Child Wellness Checks, chronic disease reviews) over 60 days while reducing repetitive front‑desk explanation time and confusion about what the clinic offers.
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Audience: Primary ICPs are neighbourhood families (parents aged roughly 30–55) and elderly patients living within a short travelling distance of the clinic, plus existing patients overdue for vaccinations, wellness checks or chronic disease reviews.
Tactic: Use an Owned‑channel‑led calendar of roughly 20–22 content pieces (service pages, social explainers, stories and WhatsApp templates) that repeatedly highlight flu, child wellness and chronic reviews, each linked to clear booking CTAs and supported by light Shared, Earned and Paid amplification.
Budget: Minimum SG$9,500 for a mixed 60‑day content production pack covering approximately 25–30 social posts, 5 website pieces (service pages and short articles) and around 8 WhatsApp or email templates mapped to this single Acquisition campaign.
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Inquiry insight: Staff rely mainly on walk‑ins and word‑of‑mouth, with no dedicated marketing role, so content needs to be simple to run and not add heavy workload. Patients are often unclear about services (e.g. what a Child Wellness Check includes), leading to repeated explanation at the front desk. The clinic wants a calm, reassuring content presence that feels like “your neighbourhood GP”, not aggressive promotion, but still nudges people toward booking timely visits.
Audit insight: Existing posts are sporadic and inconsistent in tone and visuals, causing low engagement and confusion about what the clinic offers. There is little structured use of the website for service explainers and FAQs, so social posts often have nowhere strong to link back to. WhatsApp is used informally for reminders, but there are no standardised templates aligned to the guideline, limiting its potential to support acquisition and adoption.
Research insight: For neighbourhood healthcare brands with small teams, campaigns that phase seasonal awareness, service education and testimonials into a single calendar tend to produce more consistent bookings than one‑off promotional bursts. Clear “what it is, who it helps, how to book” structures and warm, plain‑English tone significantly reduce basic information requests and help patients act without needing to call first. A reusable 60‑day framework gives the clinic a pattern it can repeat for future seasonal pushes (e.g. different vaccines or check‑ups), creating long‑term efficiency beyond the initial campaign.
Channel strategy
Channel mix definition
Paid
Drive reach and acceleration through advertising spend.
Earned
Build credibility through third-party validation or media coverage.
Shared
Foster organic amplification through community and social sharing.
Owned
Strengthen consistency and authority with brand-managed assets.
Acquisition campaign
PRIORITY ONE
Owned is the primary channel of the Acquisition campaign. Owned channels matter most because the clinic controls them directly and can consistently explain services, show how to book, and reduce repetitive questions using the guideline’s warm, clear, reassuring voice, while holding the majority of the SG$9,500 content budget.
Platforms: The clinic’s website service and FAQ pages, Instagram and Facebook profiles, and WhatsApp Business messages, all clearly linked to the booking page and clinic number.
Distribution: Roughly 20–22 core content pieces over 60 days (about 14–16 social posts, 3–4 website pages or articles, and 3–4 WhatsApp or email templates) focused on service explainers, seasonal health education, patient and clinic stories and booking prompts.
Cadence: Around 2–3 owned posts per week plus front‑loaded website updates in the first half of the campaign and recurring WhatsApp reminders or broadcasts tied to booking windows, forming a steady, structured 60‑day sequence instead of sporadic bursts.
Shared is the secondary channel of the Acquisition campaign. Shared channels are important because they let families, caregivers and neighbours quietly pass on key owned posts and messages, turning individual interest into word‑of‑mouth bookings without requiring many additional assets or significant extra budget.
Platforms: Patient and follower shares on Instagram and Facebook, forwards in WhatsApp family and neighbourhood chats, and reshares in local social groups that link back to the clinic’s owned content.
Distribution: A light layer of approximately 5–6 share‑optimised posts within the owned set (e.g. quick‑reference service posts, checklists, short patient stories) written with save and share language, plus reuse of WhatsApp templates, rather than a separate pool of shared‑only assets.
Cadence: Sharing is driven by the publishing of strong Owned posts; practically, a few key posts each month are expected to be saved or forwarded, with captions and message wording intentionally inviting shares.
Earned is the tertiary channel of the Acquisition campaign. Earned channels matter as a small trust‑building layer through community pages and newsletters, helping residents see the clinic mentioned in neutral, third‑party contexts while using minimal incremental content and budget.
Platforms: Residents’ association newsletters or Facebook pages, school and parent association communications, community centre or elder‑group bulletins, where the clinic appears in short blurbs or explainer pieces.
Distribution: A very light set of 3–4 short items across 60 days (e.g. one flu explainer, one child‑health note, one chronic‑review note, one general clinic mention), each adapted from owned service and education content rather than written from scratch.
Cadence: Roughly one earned placement per major focus (flu, child health, chronic reviews) and one general clinic awareness mention, timed near the start or midpoint of each focus so they support Owned and Shared without needing ongoing weekly activity or material extra spend.
Paid is the tertiary channel of the Acquisition campaign. Paid channels play a limited but useful role, giving short bursts of extra reach to a few high‑priority owned posts so more nearby residents see clear CTAs, with budget allocated to boosting rather than creating new content.
Platforms: Lightweight Facebook and Instagram boosts using existing high‑performing Owned posts as ad creatives, targeted to adults and seniors within a small radius of the clinic.
Distribution: 2–3 short boost campaigns over the 60‑day window, focused on one flu‑vaccination explainer, one Child Wellness Check explainer and one chronic‑review prompt, drawn directly from the Owned content set.
Cadence: Brief 3–5 day boosts aligned with each key service focus (early flu season, school‑term child health, chronic‑review push), ensuring paid spend remains a small fraction of the SG$9,500 total and acts as amplification for the primary Owned assets rather than a separate content stream.
Content strategy
Content pillars definition
Service Booking
Explain priority services and show exactly how to book.
Seasonal Health Education
Prepare patients for flu, school‑term and heat‑related issues.
Patient & Clinic Stories
Build trust with patient and clinic and team stories.
Acquisition campaign
PRIORITY ONE
Day 1-10
Flu vaccination service page. Full service page describing what flu vaccination is, who it helps and how to book at the clinic.
Publish: Day 3. Pillar: Service Booking. Format: Website page. Channel: Owned. Platform: Clinic website. Style & Structure: H1 service name, H2 sections for “What it is”, “Who it’s for”, “How to book”, plus a short FAQ block and clear booking button.
Flu vaccination at our neighbourhood GP clinic. Social explainer introducing flu vaccination, who it helps and the steps to book before peak season.
Publish: Day 4. Pillar: Service Booking. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: Carousel with 3–5 slides following “what it is, who it helps, how to book”, short caption and booking CTA.
Standard appointment reminder template. Confirms appointment date, time and doctor name with one simple preparation note.
Publish: Template created Day 5, used throughout campaign. Pillar: Service Booking. Format: WhatsApp, email template. Channel: Owned. Platform: WhatsApp Business, email. Style & Structure: Friendly, concise message under five lines, no mention of diagnoses, ending with “Reply to confirm or reschedule.”
Day 11-20
Child wellness check service page. Full page explaining what the check includes, when to bring your child and how to book.
Publish: Day 12. Pillar: Service Booking. Format: Website page. Channel: Owned. Platform: Clinic website. Style & Structure: H1 service name, H2 sections for “What happens during the visit”, “When to come”, “How long it takes”, “How to book”, plus embedded FAQs.
Child wellness check: what happens during the visit. Social explainer that reassures parents about the visit flow and length.
Publish: Day 13. Pillar: Service Booking. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: 4–5 slide carousel with simple headlines and short lines, matching the service page structure and ending with booking CTA.
“This week’s focus” flu vaccination prompt. Short prompt naming flu vaccination as the weekly focus and inviting bookings.
Publish: Day 15. Pillar: Service Booking. Format: WhatsApp broadcast and caption variant. Channel: Owned. Platform: WhatsApp Business, Instagram, Facebook. Style & Structure: One sentence on focus, one on who should book, one on how to book; reused in caption on a supporting post.
Meet your neighbourhood GP. Warm introduction to the GP’s experience and focus on families and elders.
Publish: Day 18. Pillar: Patient & Clinic Stories. Format: Social post. Channel: Owned. Platform: Instagram, Facebook, clinic website snippet. Style & Structure: Portrait photo with 3–4 caption lines in second person (“your GP”), plus a short profile snippet added under the flu or wellness pages.
Day 21-30
Chronic disease review service page. Page explaining what a chronic disease review is, who should book, how often and how to schedule.
Publish: Day 21. Pillar: Service Booking. Format: Website page. Channel: Owned. Platform: Clinic website. Style & Structure: H1 service name, H2 sections for “What to expect”, “Who this is for”, “How often to review”, “How to book”, plus concise FAQ.
Chronic disease review: booking your regular check‑up. Social explainer encouraging proactive reviews for blood pressure, diabetes and similar conditions.
Publish: Day 22. Pillar: Service Booking. Format: Social post. Channel: Owned. Platform: Facebook, Instagram. Style & Structure: Single‑image post with 3–4 short caption lines (“why reviews matter”, “who should book”, “how to book”), aligned with the new page.
General GP check‑up overview for adults. Describes what a standard GP visit covers and invites routine check‑ups.
Publish: Day 25. Pillar: Service Booking. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: Short headline, one‑sentence description, one benefit and one booking CTA, under five caption lines.
Family story: getting flu vaccinations together. Consent‑based story of a local family’s experience booking flu vaccinations.
Publish: Day 28. Pillar: Patient & Clinic Stories. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: Photo and quote with 2–3 lines of context and warm CTA, documented permission in draft.
Day 31-40
Everyday services at your neighbourhood GP clinic (overview page). Simple “Our services” page summarising consultations, vaccinations, Child Wellness Checks and chronic reviews.
Publish: Day 31. Pillar: Service Booking. Format: Website page. Channel: Owned. Platform: Clinic website. Style & Structure: H1 “Our services”, short intro, bullet or short paragraphs on each service, single booking CTA.
Everyday services at your neighbourhood GP clinic (social). Overview post reinforcing the main service categories.
Publish: Day 32. Pillar: Service Booking. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: Clean list‑style graphic and caption naming 3–4 service types and a single booking link.
Flu season in our neighbourhood: what to know. Educational post explaining flu season, who is more vulnerable and simple prevention steps, pointing to the flu page.
Publish: Day 35. Pillar: Seasonal Health Education. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: Informative caption with headings in text (“Who is at higher risk?”, “How to protect yourself”), plus disclaimer and booking CTA.
End‑of‑month catch‑up reminder template. Reminder to schedule overdue chronic reviews or child visits before month end.
Publish: Template sent Day 38. Pillar: Service Booking. Format: WhatsApp, email template. Channel: Owned. Platform: WhatsApp Business, email. Style & Structure: Encouraging, non‑blaming wording with clear link or number, kept concise.
Day 41-50
Child health during school term. Guidance on common school‑term health issues and when to consider a GP visit.
Publish: Day 42. Pillar: Seasonal Health Education. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: 3–4 short tips in the caption, plus a soft prompt to book a Child Wellness Check if parents are concerned.
Heat and elderly health: staying safe. Practical tips for supporting older relatives during warmer periods and knowing when to speak to a GP.
Publish: Day 45. Pillar: Seasonal Health Education. Format: Social post. Channel: Owned. Platform: Facebook, Instagram. Style & Structure: Checklist‑style caption with simple actions and a closing “talk to your GP if you’re worried” line.
“This week’s focus” chronic disease reviews. Weekly prompt highlighting chronic reviews and inviting bookings.
Publish: Day 47. Pillar: Service Booking. Format: Social post and WhatsApp broadcast. Channel: Owned. Platform: Instagram, Facebook, WhatsApp Business. Style & Structure: One line naming the focus, one line describing who it’s for, one line on how to book, mirrored in WhatsApp template.
New‑season check‑up prompt template. Template inviting adults to book a routine GP check‑up as the season changes.
Publish: Template sent Day 49. Pillar: Service Booking. Format: WhatsApp, email template. Channel: Owned. Platform: WhatsApp Business, email. Style & Structure: Upbeat but calm message under five lines with a single “Book your check‑up” CTA.
Day 51-60
Parent story: Child wellness check made simple. Story from a parent about feeling reassured after a child wellness check.
Publish: Day 52. Pillar: Patient & Clinic Stories. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: “Before, during, after” caption with one key quote and a booking CTA.
Campaign wrap: “Your neighbourhood GP for everyday care.” Recap of the 60‑day focus on flu, child wellness and chronic reviews, reinforcing the clinic as ongoing GP.
Publish: Day 56. Pillar: Patient & Clinic Stories. Format: Social post. Channel: Owned. Platform: Instagram, Facebook. Style & Structure: Short recap paragraph highlighting key services and one clear CTA to keep booking regular visits.
Heat and chronic‑condition review reminder. Connect heat risks with the value of chronic reviews, prompting families to check on elders’ appointment schedules.
Publish: Day 58. Pillar: Seasonal Health Education. Format: Social post. Channel: Owned. Platform: Facebook, Instagram. Style & Structure: Brief explanation and a gentle prompt to book or confirm chronic review dates, in a calm tone.
View the full set
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