Campaign strategy
This 90-day strategy aligns promotions, educational posts and testimonials into a pipeline that moves followers toward booked consultations for targeted procedures, replacing discount-and-opening content with a structured, ongoing nurture flow.
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
Acquisition is the primary focus of this campaign. Over these 90 days, the clinic moves from sporadic discount-and-opening posts to a structured pipeline that educates followers, builds trust and comfort, and converts interest into booked consultations for both family and cosmetic services.
Problem & Solution
Content currently focuses on discounts and openings without a structured plan; campaigns stop abruptly, and there is no ongoing education or nurture flow for interested patients, leaving high-value cosmetic and family-care leads unconverted. The solution sequences promotions, educational posts, and testimonials into a repeatable pipeline that carries followers from awareness through consultation booking, following the guideline’s campaign narrative structure (awareness, education, reassurance, offer or consultation, recap).
Discount-first, opening-only content fails to build the trust and expertise a consultation-led decision requires.
Abrupt campaign stops leave interested patients without follow-up, education or a clear next step.
A structured pipeline converts one-off promotional attention into qualified, consultation-ready inquiries.
Objective & Metric
The primary objective is acquisition: generating higher-quality leads for key services and improving appointment conversion. Success is measured by the proportion of inquiries that progress from initial contact to a booked assessment, targeting a 20% increase in cosmetic-consultation bookings and a 15% increase in family check-up bookings over the 90 days, tracked through the guideline’s inquiry-quality tagging system.
Inquiry-to-booking progression, not raw inquiry volume, is the clearest signal of genuinely higher-quality leads.
Separate cosmetic and family-care targets reflect the guideline’s requirement to review each service line’s performance independently.
The 90-day tracking window aligns with the guideline’s own 90-day content-cycle planning structure.
Audience & Targets
The primary audience is existing social followers and neighbourhood residents who have shown interest but have not yet booked, spanning prospective family patients seeking routine care and prospective cosmetic patients considering elective treatment. The target is 150 qualified inquiries (assessment-ready, not price-only) generated across both service lines within the 90-day window.
Existing followers represent warm interest that the current sporadic content fails to convert into bookings.
Cosmetic prospects need consultation-led nurture; family prospects need consistent preventive-care reminders.
The qualified-inquiry target excludes price-only requests, matching the guideline’s inquiry-quality tracking standard.
Message & Narrative
The core message is that this clinic offers considered, consultation-led family and cosmetic care from a trusted, accessible neighbourhood team who explain every step clearly. The narrative arc follows the guideline’s campaign structure: awareness of a service need, education on what treatment involves, reassurance for anxiety or uncertainty, an appropriately framed offer or consultation prompt, then a recap.
Every asset balances family and cosmetic service-line visibility, per the guideline’s dual-focus balance rule.
Cosmetic messaging stays consultation-led and assessment-based, never framed as an instant or discount-driven purchase.
Tone stays warm, reassuring and professional throughout, per the guideline’s voice.
Conversion & CTA
The primary action across this campaign is to book a routine check-up (family) or arrange a cosmetic consultation (cosmetic), progressing toward the acquisition action of a completed, assessment-ready booking. The call to action shifts by content stage: early-stage assets invite following and understanding; later-stage assets direct to a specific, clearly described booking or consultation route.
Early-stage CTAs invite learning and following rather than immediate booking commitment.
Later-stage CTAs use the guideline’s purposeful-action rule: one clear, calm action per asset, matched to service line.
All CTAs state the booking route and requirements plainly, per the guideline’s booking-clarity standard.
Tactic & Cadence
Tactics sequence three content types across the 90 days: educational posts (treatment explainers, FAQs, prevention guidance), promotions (considered care packages and consultation offers, never discount-first), and testimonials (consented patient stories illustrating trust, comfort or clarity). Cadence follows the guideline’s weekly publishing rhythm: one family-care asset, one cosmetic-treatment asset, and one comfort or trust asset each week.
The weekly rhythm maintains the guideline’s target mix of 40% trust, 30% expertise and 30% comfort content.
Family and cosmetic service lines each receive at least one weekly asset, per the guideline’s service-line balance rule.
Testimonials are paired with an accurate service context rather than standing alone as broad treatment claims.
Budget & Resources
This campaign is resourced through a Zazoozoo Production batch built for a consultation-focused education and lead-generation mix, detailed at the channel stage: SG$7,400 for owned media (24 single posts, 10 carousels, 6 short-form videos, one Google Business Profile and directory refresh) and SG$2,400 for paid media (3 targeted cosmetic-consultation lead-generation flights), totaling approximately SG$9,800 in content and campaign production against the 90 days, in addition to the SG$5,000 Strategy base fee.
Recommended mix: 24 single posts, 10 carousels, 6 videos, 1 GBP/directory refresh (owned), plus 3 paid lead-generation flights (paid).
Total estimated production spend is approximately SG$9,800, based on Zazoozoo’s Production rate card, plus the SG$5,000 Strategy base fee.
This exceeds the standard SG$7,500 domestic baseline because a modest paid allocation is justified here: cosmetic-consultation lead generation benefits from targeted reach that owned media alone cannot deliver, even for a domestic-scale clinic.
Risks & Mitigation
The main risk is that promotional or consultation-focused content drifts into unsupported clinical claims, discount-first framing or urgency pressure, breaching the guideline’s clinical-claims and offer-framing standards. Mitigation follows the guideline directly: require dentist approval for all treatment-related content, frame offers as considered care packages with clear terms, and maintain the 40/30/30 pillar balance so promotional content never displaces trust and education.
Mandatory dentist and compliance review before publication mitigates unsupported-claims risk, per the guideline.
Discount-first drift is mitigated by framing every offer as a considered package with explicit terms and eligibility.
Pillar imbalance is mitigated through the guideline’s monthly calendar review for missing trust, expertise or comfort content.
Insights & Learnings
This campaign responds to a confirmed inquiry priority of acquisition, with a 20% cosmetic-consultation lift target, an audit finding that 78% of recent posts were discount-led with no consultation routes, and research showing comparable clinics pairing education with promotions convert consultations at meaningfully higher rates than promotion-only posting.
Inquiry insight: dentists confirmed cosmetic-growth priority and a pricing-first inquiry pattern, which directly set this campaign’s objective and split targets.
Audit insight: 78% of discount-led posts with no consultation routes confirmed the structural gap this campaign’s education sequence is built to close.
Research insight: comparable practices pairing weekly education with promotions convert consultations at higher rates than promotion-only posting, supporting this cadence.
Channel strategy
This 90-day channel plan leads with owned media for education, trust, and booking clarity; adds a modest paid allocation for cosmetic-consultation lead generation; and leaves earned and shared unused this cycle.
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.
Owned channel
Owned is the primary channel of the acquisition campaign. Owned media includes the clinic’s website, Instagram and Facebook accounts, and Google Business Profile and directory listings, since these brand-managed assets deliver the education, trust, and booking clarity a consultation-led decision requires.
Role & Platforms
Owned media strengthens consistency and authority through brand-managed assets, and carries this campaign’s full education and trust-building depth. The clinic’s primary owned platforms are its website (full service pages, dentist information, treatment details and booking), Instagram and Facebook (trust-building, comfort-led stories and brief education), and Google Business Profile and directories (verified contact details, opening hours, location and reviews), per the guideline’s platform-role rules.
The website hosts complete service and booking information patients need before committing to a consultation.
Instagram and Facebook carry frequent trust, expertise and comfort content in an accessible, brief format.
Google Business Profile and directories keep contact details, hours and reviews accurate and current.
Objective & Metric
The primary objective is acquisition: educating and reassuring followers so they progress to a booked assessment. Success is measured by consultation-link clicks and booking-page conversions, targeting a 20% increase in cosmetic-consultation clicks and a 15% increase in family check-up booking clicks over 90 days, per the guideline’s service-line performance tracking.
Consultation-link clicks indicate whether education and trust content is translating into consideration.
Tracking cosmetic and family clicks separately follows the guideline’s rule to review each service line independently.
Both targets are reviewed at the 90-day mark, aligned to the guideline’s 90-day content-cycle structure.
Audience & Targets
Owned media should reach existing followers and neighbourhood residents through educational, trust-building social content. At the same time, the website and Google Business Profile serve prospective patients actively researching services or checking practical details. The target is 500 website visits to service or booking pages, sourced from social content, over the 90-day window.
Existing followers are the highest-priority audience, since they already show interest but lack a nurture pathway.
Website visits from social content indicate successful cross-channel movement toward a booking decision.
Google Business Profile accuracy directly supports prospective patients checking hours, location and reviews before booking.
Message & Narrative
Owned media develops the campaign’s full educational arc: treatment explainers (what it is, who it may suit, what happens, next step), FAQ-led content answering real patient questions, and consented testimonials illustrating trust, comfort or clarity. Tone stays warm, reassuring and professional throughout, per the guideline’s voice, balancing family and cosmetic service lines equally.
Educational content follows the guideline’s patient-first sequence: what it is, what to expect, next step.
Testimonials are paired with accurate service context, never presented as broad treatment guarantees.
Family and cosmetic content appear together weekly, maintaining the guideline’s dual-focus balance.
Conversion & CTA
Owned media’s primary action shifts by content stage: early-stage assets invite following and understanding; later-stage assets direct to a specific booking or consultation route matched to service line. All CTAs follow the guideline’s purposeful-action rule: one clear, calm action per asset.
Early-stage CTAs invite learning rather than immediate commitment, reducing pressure on undecided prospects.
Later-stage CTAs state the exact booking route, per the guideline’s booking-clarity standard.
Cosmetic CTAs always route to a consultation, never directly to a treatment purchase, per the guideline.
Tactic & Cadence
Tactics include educational carousels, treatment-explainer videos, testimonial posts and a Google Business Profile and directory refresh. Cadence follows the guideline’s weekly publishing rhythm: Monday family-care education, Wednesday cosmetic-treatment content, Friday comfort or trust content.
The weekly rhythm maintains the guideline’s target 40% trust, 30% expertise, 30% comfort mix.
The GBP and directory refresh ensures contact details, hours and reviews stay accurate throughout the campaign.
Content reuses one dentist-led capture session into multiple formats (video, carousel stills, FAQ copy), per the guideline’s resource-planning guidance.
Budget & Resources
Owned media is resourced through a Zazoozoo Production batch of 24 single posts (SG$2,400), 10 carousel posts (SG$1,500), 6 short-form videos (SG$3,000) and one Google Business Profile and directory refresh (SG$500), totalling approximately SG$7,400 in production spend, priced against Zazoozoo’s Production rate card.
Single posts make up the largest share of owned spend, reflecting the volume of FAQ, trust, and comfort content required.
Video spend supports dentist-led treatment explainers and consultation walkthroughs, per the guideline’s visual direction.
The one-off GBP and directory refresh keeps practical patient information accurate for the full 90-day cycle.
Risks & Mitigation
The main risk is that educational or testimonial content drifts into unsupported clinical claims or inconsistent service-line balance, breaching the guideline’s clinical-claims and pillar-balance standards. Mitigation follows the guideline directly: require dentist approval for all clinical content, and review the monthly calendar for missing pillars or service-line imbalance.
Mandatory dentist and compliance review before publishing any clinical content mitigates unsupported claims.
The guideline mitigates service-line imbalance through monthly calendar reviews that confirm neither line dominates.
The guideline’s documented consent register mitigates consent risk for testimonials and before-and-after imagery.
Insights & Learnings
We selected owned media as the primary channel based on the inquiry-confirmed reliance on Instagram and Google Business Profile before calling, the audit finding of a missing consultation link on the cosmetic page and stale Google Business Profile hours, and research showing comparable practices convert leads through organic trust content paired with accurate listings.
Inquiry insight: patients report checking Instagram and Google Business Profile before calling, confirming owned media as the highest-leverage starting channel.
Audit insight: the missing cosmetic booking link and stale Google Business Profile hours confirmed the fixes this strategy’s GBP refresh directly addresses.
Research insight: comparable practices convert leads through organic trust content paired with accurate listings, supporting this channel’s owned-first sequencing.
Paid channel
Paid is the secondary channel of the acquisition campaign. Paid media adds targeted reach for cosmetic consultation lead generation, extending owned education to local prospective patients who have not yet followed or discovered the clinic organically.
Role & Platforms
Paid media drives reach and acceleration through advertising spend, used here for a modest, targeted local campaign on Instagram and Facebook Ads promoting cosmetic consultation bookings to a defined neighbourhood radius.
Instagram and Facebook Ads are the most relevant paid platforms for local, service-specific lead generation.
Targeting is geo-restricted to the clinic’s neighbourhood catchment, consistent with its domestic, local-provider positioning.
Paid supplements, rather than replaces, the trust and education owned media builds across the campaign.
Objective & Metric
The primary objective is acquisition: generating qualified cosmetic-consultation leads from local prospective patients not yet reached organically. Success is measured by consultation-booking-link clicks and cost per qualified inquiry, targeting 40 qualified cosmetic-consultation inquiries from paid campaigns over the 90 days.
Qualified-inquiry volume, not raw click count, reflects whether paid spend attracts assessment-ready prospects.
Cost per qualified inquiry allows the clinic to judge whether paid spend is proportionate to lead quality.
The 90-day target aligns with the campaign’s three paid-flight schedule across the cycle.
Audience & Targets
Paid media should reach residents within the clinic’s neighbourhood catchment who match a cosmetic-consultation prospect profile but have not yet engaged with the clinic’s organic content. The target is 40 qualified inquiries at a sustainable cost per inquiry, reviewed after each of the three paid flights.
Local geo-targeting keeps spend proportionate to a domestic, neighbourhood-scale practice.
Prospects who haven’t engaged organically represent incremental reach that owned media alone would not capture.
Reviewing cost per inquiry after each flight allows early adjustment if targeting or creative underperforms.
Message & Narrative
Paid content uses the same consultation-led message as owned media: a confident smile starts with a clear treatment conversation, never a discount-first or urgency-driven pitch. Creative reuses owned assets (consultation walkthrough content, trust-building language) adapted for paid placements.
Paid creative maintains the guideline’s consultation-led framing and never implies an instant or purely aesthetic purchase.
Reusing owned creative for paid placements keeps messaging consistent and reduces incremental production cost.
Cosmetic messaging in paid placements still requires dentist and compliance approval before running, per the guideline.
Conversion & CTA
Paid media’s primary action is to book a cosmetic consultation through the approved booking link, matching the guideline’s purposeful-action rule for high-value cosmetic procedures.
The CTA routes directly to a consultation booking page, never to a treatment purchase or price list.
Booking links are tested on mobile before each flight goes live, per the guideline’s publishing and live-check standard.
Paid creative uses no urgency or scarcity language, consistent with the guideline’s offer-framing rules.
Tactic & Cadence
Three paid lead-generation flights run across the 90 days (approximately Day 38, Day 48 and Day 69), timed to reinforce owned cosmetic-education content already published in the same window.
Flight timing follows published owned cosmetic content, ensuring paid prospects land on a consistent, educated narrative.
Each flight is reviewed for cost per qualified inquiry before confirming the next flight’s budget.
Paid creative and targeting are adjusted between flights based on inquiry-quality data, per the guideline’s measurement approach.
Budget & Resources
Paid media is resourced through a Zazoozoo Production batch of 3 targeted lead-generation flights (SG$2,400 total for creative adaptation and campaign management), priced against Zazoozoo’s Production rate card. This figure covers creative and campaign management only; the client budgets media spend (the amount paid directly to Meta for ad delivery) separately.
Creative adaptation reuses existing owned assets, keeping incremental production cost modest.
Campaign management covers targeting setup, monitoring and reporting across the three flights.
Actual Meta ad spend is a client-funded media cost separate from this Production management fee.
Risks & Mitigation
The main risk is that paid lead generation attracts price-only or low-intent inquiries rather than assessment-ready cosmetic prospects, wasting spend on unqualified leads. Mitigation follows the guideline directly: frame all paid creative around booking a consultation rather than pricing, and track inquiry quality by service line and progression stage after each flight.
Consultation-focused, non-price-led creative throughout mitigates low-intent inquiry risk.
Tracking inquiry quality after each flight allows early correction if targeting attracts the wrong audience.
Compliance review of paid creative before launch mitigates the risk of unsupported claims reaching a wider audience.
Insights & Learnings
Paid media was added as a secondary channel based on the inquiry-confirmed status of cosmetic consultations as the highest-value service line, the audit finding that existing paid accounts had sat unused for 90 days, and research showing comparable practices generate cosmetic leads through geo-targeted paid social layered on top of organic trust content.
Inquiry insight: cosmetic consultations are confirmed as the clinic’s highest-value, lowest-frequency line, justifying concentrating paid spend there alone.
Audit insight: existing paid accounts sat unused for 90 days, confirming this campaign also re-establishes a working, measurable paid pipeline.
Research insight: comparable practices layer geo-targeted paid social on organic trust content, supporting flights timed after related owned posts.
Earned channel
Earned is the unused channel of the acquisition campaign. Earned media is not actively resourced in this 90-day plan, since the clinic’s current priority is building a structured, owned-and-paid education and lead-generation pipeline rather than pursuing press coverage.
Role & Platforms
Earned media builds credibility through third-party validation and media coverage, best suited to local news outlets, community health publications, and healthcare directory features once the clinic has a stronger public content base and established consultation pipeline.
Local news outlets and community health publications are the most relevant earned platforms for this category long-term.
Healthcare-directory editorial features could strengthen credibility once formally scoped.
This channel is deferred, not ruled out, for future campaign phases.
Objective & Metric
No earned media objective is set for this 90-day campaign; this channel is intentionally unresourced while the clinic establishes its owned education and paid lead-generation foundation.
Defer earned media until the clinic has a stronger, more established content and consultation pipeline.
No metric or target applies while this channel remains unused in this campaign.
Revisit earned media once owned and paid performance data is available.
Audience & Targets
Not applicable to this campaign; no audience targeting is planned for earned media.
No audience segment is targeted through earned media during these 90 days.
Future earned activity would target local press and community-health commentary.
This decision reflects a deliberate focus, not a resourcing gap.
Message & Narrative
Not applicable to this campaign; no earned-specific narrative is developed.
No message development is planned for earned media in this campaign.
A future earned narrative would draw on this campaign’s consultation and patient-outcome content as a credibility foundation.
This channel remains available for future activation once foundational content exists.
Conversion & CTA
Not applicable to this campaign; no earned media conversion path is planned.
No CTA is developed for earned media during these 90 days.
Future earned coverage would likely drive traffic to owned education content, not direct booking.
This channel’s absence does not affect the campaign’s core acquisition objective.
Tactic & Cadence
Not applicable to this campaign; no earned media tactics or cadence are planned.
No outreach or pitching activity is scheduled during this campaign period.
Future earned activity would align with an established content library and consultation pipeline.
This decision keeps team capacity focused on owned and paid execution.
Budget & Resources
No budget is allocated to earned media in this campaign; all Production spend is directed to owned and paid channels.
Zero budget is allocated to earned media in this 90-day plan.
Future earned investment would require separate scoping once this campaign concludes.
This reallocation keeps spend concentrated on the highest-priority channels.
Risks & Mitigation
The main risk of leaving earned media unresourced is a missed opportunity for third-party credibility during a trust-building campaign; this is an accepted tradeoff given the campaign’s owned-and-paid focus.
Missed press opportunities are an accepted tradeoff, not an oversight, for this campaign period.
Any inbound press interest during the campaign should still be handled per the guideline’s compliance-review standards.
Reconsider earned media for the next 90-day cycle if the current plan succeeds.
Insights & Learnings
Earned media was deprioritised based on the inquiry-confirmed absence of existing press or directory relationships, the audit finding that no prior press outreach had been attempted, and research showing comparable practices typically earn local coverage only after a full content cycle with documented patient outcomes.
Inquiry insight: the clinic confirmed no existing relationships with local press, health publications or directories beyond basic listings.
Audit insight: no prior press outreach or pitching activity was found, confirming earned media would start from zero this cycle.
Research insight: comparable practices earn press coverage only after a full content cycle with documented outcomes, supporting deferral.
Shared channel
Shared is the unused channel of the acquisition campaign. Shared media is not actively resourced in this 90-day plan, since patient privacy and consent requirements make organic patient-driven sharing a slower, less controllable acquisition lever than owned education and paid lead generation.
Role & Platforms
Shared media fosters organic amplification through community and social sharing and best supports consented patient reviews and word-of-mouth referrals shared independently by satisfied patients, once the clinic has a stronger content and consultation base.
Patient-shared reviews and referrals are the most relevant shared media source for a healthcare practice.
Any shared content the clinic wishes to reuse requires documented consent, per the guideline’s patient-privacy rules.
This channel is deferred, not ruled out, for future campaign phases once the pipeline is established.
Objective & Metric
No shared media objective is set for this 90-day campaign; this channel is intentionally unresourced while the clinic builds its owned education and paid lead-generation foundation.
Shared media is deferred until the clinic has stronger owned content prospective patients might organically share.
No metric or target applies while this channel remains unused in this campaign.
Revisit shared media once owned and paid performance data is available.
Audience & Targets
Not applicable to this campaign; no audience targeting is planned for shared media.
No audience segment is targeted through shared media during these 90 days.
Future shared activity would depend on existing patients willing to share their own experience.
This decision reflects a deliberate focus, not a resourcing gap.
Message & Narrative
Not applicable to this campaign; no shared-specific narrative is developed.
No message development is planned for shared media in this campaign.
Any future shared content would follow the guidelines’ strict consent and privacy requirements for patient-related material.
This channel remains available for future activation once consented patient content is more readily available.
Conversion & CTA
Not applicable to this campaign; no shared media conversion path is planned.
No CTA is developed for shared media during these 90 days.
Future shared activity would most likely reinforce, not directly drive, booking conversions.
This channel’s absence does not affect the campaign’s core acquisition objective.
Tactic & Cadence
Not applicable to this campaign; no shared media tactics or cadence are planned.
No sharing prompts or campaigns are scheduled during this campaign period.
Future shared activity would align with a stronger base of consented patient testimonials.
This decision keeps team capacity focused on owned and paid execution.
Budget & Resources
No budget is allocated to shared media in this campaign; all Production spend is directed to owned and paid channels.
Zero budget is allocated to shared media in this 90-day plan.
Future shared investment would require separate scoping once this campaign concludes.
This reallocation keeps spend concentrated on the highest-priority channels.
Risks & Mitigation
The main risk of leaving shared media unresourced is missing an opportunity for organic, trusted patient referrals during a lead-generation campaign; this is accepted given patient-privacy constraints and the campaign’s owned-and-paid focus.
Missed organic referral growth is an accepted tradeoff given consent and privacy constraints on patient-shared content.
Any organic patient sharing that occurs naturally during the campaign should still follow the guideline’s consent-management rules.
Reconsider shared media for the next 90-day cycle once a stronger consented-content base exists.
Insights & Learnings
Shared media was deprioritised based on the audit finding that several consented reviews sit unpublished on file, the inquiry confirmation that no patient has been formally asked to share their experience, and research showing comparable practices build shared momentum only after consistent owned trust content is established.
Audit insight: several consented reviews were found unpublished on file, confirming the constraint is execution, not a lack of material.
Inquiry insight: no patient has ever been formally asked to share their experience, meaning organic shared potential remains untested.
Research insight: comparable practices build shared momentum only after consistent owned trust content, supporting this sequencing choice.
Content strategy
This 90-day content plan sequences educational posts, promotions and testimonials across three pillars, publishing primarily through owned channels with a modest paid lead-generation layer for cosmetic consultations.
Content pillars definition
Trust
Reliability, transparency and clear decision-making that reassures patients before they book, per the guideline's trust pillar.
Expertise
Clinical knowledge shown through credentials, treatment explainers and evidence-based information, per the guideline's expertise pillar.
Comfort
Anxiety-aware, calm and specific reassurance content addressing patient concerns before and during care, per the guideline's comfort pillar.
Scheduled content
A content library totalling 44 pieces across the 90 days: 24 single posts, 10 carousels, 6 short-form videos and one Google Business Profile and directory refresh (owned), plus 3 targeted paid lead-generation flights (paid). Volume follows the guideline’s weekly publishing rhythm and 40/30/30 trust, expertise, comfort mix, building toward higher-quality leads and improved appointment conversion.
Day 1 to 30: Content pieces to produce and publish.
Day 1-10
Meet Your Local Dental Team. Pinned post introducing the two dentists and the practice’s dual family and cosmetic focus.
Publish: Day 1. Pillar: Trust. Service line: Both. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Practice identity format; name both service lines upfront.
What Happens at a Routine Check-Up?. FAQ post explaining the routine check-up process in plain language.
Publish: Day 3. Pillar: Expertise. Service line: Family. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: FAQ-led format, patient-first sequence.
It’s Okay to Feel Nervous. Comfort post addressing dental anxiety with reassurance and no shame.
Publish: Day 5. Pillar: Comfort. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Anxiety-aware communication, gentle non-judgemental tone.
A Confident Smile Starts with a Conversation. Video introducing cosmetic consultations as considered, assessment-led care.
Publish: Day 7. Pillar: Trust. Service line: Cosmetic. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Consultation-led conversion format, no urgency claims.
Walkthrough: Our Waiting Room and Consultation Space. Video tour showing the calm, welcoming clinic environment.
Publish: Day 9. Pillar: Comfort. Service line: Both. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Comfort cues, patient-friendly imagery.
Day 11-20
Care for Every Stage of Family Life. Carousel explaining family dentistry across children, adults and older patients.
Publish: Day 11. Pillar: Expertise. Service line: Family. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Family care positioning, continuity and prevention focus.
What to Ask During a Cosmetic Consultation. A carousel that helps prospective patients prepare questions for their first cosmetic visit.
Publish: Day 13. Pillar: Expertise. Service line: Cosmetic. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Patient education format, clarity over lead generation.
Meet Dr. [Name]. Dentist profile featuring verified qualifications and clinical special interests.
Publish: Day 15. Pillar: Expertise. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Dentist representation, approved credentials.
How to Prepare a Child for Their First Visit. Single post with practical tips for parents ahead of a child’s first check-up.
Publish: Day 17. Pillar: Comfort. Service line: Family. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: FAQ-led format, anxiety-aware for families.
You Can Ask for a Pause, Anytime. Comfort post reinforcing patient control and choice during treatment.
Publish: Day 19. Pillar: Comfort. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Anxiety-aware communication, patient choice emphasis.
Day 21-30
Book Your Family Check-Up. Participation-style post with clear booking route for routine family care.
Publish: Day 21. Pillar: Trust. Service line: Family. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Booking clarity format, approved booking link.
Comprehensive Check-Up Package. Carousel presenting a considered check-up package with clear terms and eligibility.
Publish: Day 23. Pillar: Trust. Service line: Family. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Frame the offer as a considered care package, not discount-led.
The Team Will Explain Every Step. Video showing a dentist walking a patient through a treatment plan.
Publish: Day 25. Pillar: Trust. Service line: Both. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Trust-building language, transparent decision-making.
A Patient Story: Feeling Prepared. Consented testimonial highlighting clarity and calm during a routine visit.
Publish: Day 27. Pillar: Comfort. Service line: Family. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Testimonial structure, documented consent, service context.
Is Whitening Suitable for Everyone?. FAQ post explaining that cosmetic suitability depends on individual assessment.
Publish: Day 29. Pillar: Expertise. Service line: Cosmetic. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Evidence-led language, individual variation stated.
Day 31 to 60: Content pieces to produce and publish.
Day 31-40
Assessment, Planning, Follow-Up. Carousel explaining the three stages of cosmetic treatment.
Publish: Day 31. Pillar: Expertise. Service line: Cosmetic. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Cosmetic care positioning, considered consultation-led framing.
Results Vary: What That Really Means. Single post explaining why cosmetic outcomes depend on individual clinical factors.
Publish: Day 33. Pillar: Expertise. Service line: Cosmetic. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Clinical claims discipline, no guarantees or superiority claims.
Before You Book: Our Booking Options. Single post clarifying online booking, phone contact and consultation routes.
Publish: Day 35. Pillar: Trust. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Booking clarity format, no confusion about next steps.
A Cosmetic Consultation, Explained. Video walking through what happens during a non-intimidating cosmetic consultation.
Publish: Day 37. Pillar: Trust. Service line: Cosmetic. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Consultation-led conversion, question-process shown.
Google Business Profile & Directory Refresh. Verified contact details, hours and location updated and reviews monitored.
Publish: Day 38. Pillar: Trust. Service line: Both. Format: GBP/Directory update. Channel: Owned. Platform: Google Business Profile. Style & Structure: Platform-role discipline, accurate booking and contact info.
Day 41-50
Book a Cosmetic Consultation. Paid social post inviting prospective patients to book a cosmetic consultation.
Publish: Day 41. Pillar: Trust. Service line: Cosmetic. Format: Single post. Channel: Paid. Platform: Instagram/Facebook Ads. Style & Structure: Consultation-focused CTA, no urgency or discount framing.
Care for Every Age Continues. Family-care education post pairing the cosmetic push with routine-care visibility.
Publish: Day 42. Pillar: Expertise. Service line: Family. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Dual-focus balance, service-line proportion maintained.
A Patient’s Smile Journey. Consented before-and-after case with treatment type, timeframe and variation disclaimer.
Publish: Day 44. Pillar: Trust. Service line: Cosmetic. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Before-and-after presentation, matching angle and lighting.
Nervous About Cosmetic Treatment? Here’s How We Help. Comfort post addressing anxiety specific to elective cosmetic procedures.
Publish: Day 46. Pillar: Comfort. Service line: Cosmetic. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Anxiety-aware communication, cosmetic-specific reassurance.
Paid Consultation Campaign: Targeted Reach. Continued paid social promotion targeting local patients considering cosmetic treatment.
Publish: Day 48. Pillar: Trust. Service line: Cosmetic. Format: Single post. Channel: Paid. Platform: Instagram/Facebook Ads. Style & Structure: Consultation-led conversion, local geo-targeting.
Day 51-60
What Our Patients Say. Carousel of short, consented review excerpts labelled by service line.
Publish: Day 51. Pillar: Trust. Service line: Both. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Reviews and social proof format, service labels included.
Regular Check-Ups Help Us Spot Changes Early. Family-care education post reinforcing preventive value.
Publish: Day 53. Pillar: Expertise. Service line: Family. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Family care positioning, prevention-focused.
A Dentist Explains: Consultation Questions Welcome. Video encouraging prospective cosmetic patients to ask questions freely.
Publish: Day 55. Pillar: Comfort. Service line: Cosmetic. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Comfort as core pillar, question-friendly framing.
Mid-Cycle Campaign Recap. Post summarising the cycle’s education and consultation content so far.
Publish: Day 57. Pillar: Trust. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Campaign narrative recap stage, informative journey.
Your Local Team for Every Stage of Care. Community and continuity post reinforcing neighbourhood relevance.
Publish: Day 59. Pillar: Trust. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Neighbourhood relevance, accessible long-term provider framing.
Day 61 to 90: Content pieces to produce and publish.
Day 61-70
Meet Dr. [Name] (Second Dentist). Second dentist profile featuring verified qualifications and approach.
Publish: Day 61. Pillar: Expertise. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Dentist representation, approved credentials.
What Happens During a Cosmetic Consultation. Carousel detailing the consultation-to-treatment-plan process step by step.
Publish: Day 63. Pillar: Expertise. Service line: Cosmetic. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Treatment explainer format, patient-first sequence.
Smile Planning: Consultation Options. Considered cosmetic campaign post explaining options without urgency claims.
Publish: Day 65. Pillar: Trust. Service line: Cosmetic. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Peak-period campaign framing, no urgency claims.
A Patient Story: A Cosmetic Journey, Explained. Consented cosmetic testimonial paired with treatment overview and outcome qualifier.
Publish: Day 67. Pillar: Trust. Service line: Cosmetic. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Testimonial structure, treatment overview and disclaimer.
Paid Consultation Campaign: Continued Reach. Ongoing paid social promotion for cosmetic consultation bookings.
Publish: Day 69. Pillar: Trust. Service line: Cosmetic. Format: Single post. Channel: Paid. Platform: Instagram/Facebook Ads. Style & Structure: Consultation-led conversion, sustained local targeting.
Day 71-80
Your Questions, Answered. FAQ carousel consolidating the most common family and cosmetic questions from the cycle.
Publish: Day 71. Pillar: Expertise. Service line: Both. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: FAQ-led format, real patient questions.
The Aim Is an Informed Decision. Trust post reinforcing transparent, pressure-free decision-making.
Publish: Day 73. Pillar: Trust. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Trust-building language, no guaranteed-result implication.
A Look Inside Our Clinic. Video tour reinforcing comfort cues and clinical professionalism.
Publish: Day 75. Pillar: Comfort. Service line: Both. Format: Short-form video. Channel: Owned. Platform: Instagram. Style & Structure: Clinical but welcoming visual direction.
Book a Routine Check-Up Today. Family-care booking prompt reinforcing accessible next steps.
Publish: Day 77. Pillar: Trust. Service line: Family. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Purposeful call to action, visit-focused.
Arrange a Cosmetic Consultation. Cosmetic-focused booking prompt that reinforces the consultation as the entry point.
Publish: Day 79. Pillar: Trust. Service line: Cosmetic. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Purposeful call to action, consultation-focused.
Day 81-90
90 Days in Review. Recap post summarising the cycle’s education, consultations and patient stories.
Publish: Day 81. Pillar: Trust. Service line: Both. Format: Carousel. Channel: Owned. Platform: Instagram. Style & Structure: Campaign narrative recap stage, informative and honest.
Thank You to Our Patients and Community. Community-focused post thanking neighbourhood patients for their continued trust.
Publish: Day 84. Pillar: Comfort. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Community and continuity, warm and grounded tone.
What’s Next: Upcoming Topics and Care Reminders. Forward-looking post previewing the next cycle’s education and seasonal topics.
Publish: Day 87. Pillar: Trust. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Campaign planning format, forward-looking and specific.
Book Your Next Visit. Closing booking prompt for both family check-ups and cosmetic consultations.
Publish: Day 90. Pillar: Trust. Service line: Both. Format: Single post. Channel: Owned. Platform: Instagram. Style & Structure: Purposeful calls to action, dual service-line closer.
Last updated 1 September 2026 by Zazoozoo.
