Campaign strategy
This 90-day strategy sequences seasonal health awareness, service education and patient testimonials to steadily convert followers into booked visits, replacing random promotional pushes and health tips with a structured, repeatable plan patients can act on.
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 shifts from random, disconnected promotional pushes and health tips to a structured pipeline that gives patients enough repeated, relevant touchpoints to respond to appointment reminders and seasonal health campaigns, converting passive followers into booked visits.
Problem & Solution
Promotional pushes and health tips currently appear randomly with no plan. As a result, patients rarely see enough repeated touchpoints to act on appointment reminders or seasonal health campaigns, leaving the clinic dependent on walk-ins and word-of-mouth alone. The solution sequences seasonal health awareness, service education and patient testimonials into a repeatable 90-day structure, giving patients a clear, recurring reason to book rather than a one-off, easily missed post.
Random posting with no repeated touchpoints fails to build the pattern recognition patients need to act.
A sequenced calendar turns occasional visibility into a steady, predictable stream of booking-ready patients.
Service-first, plain-language content reflects the clinic’s practical, low-resource operating reality rather than a polished marketing operation.
Objective & Metric
The primary objective is acquisition: generating more consistent appointment bookings and reducing front-desk explanation time. Success is measured by booking-link clicks converting to completed appointment requests and fewer repeat front-desk questions on the same topics, targeting a 20% increase in booking-page conversions and a 15% reduction in recurring front-desk queries over 90 days.
Booking conversion, not raw reach, is the clearest signal that content is translating into completed appointments.
Reduced repeat front-desk questions directly reflects the guideline’s own goal of reducing avoidable reception queries.
The 90-day review aligns with one full seasonal-health-education-testimonial cycle for comparable data.
Audience & Targets
The primary audience is existing local followers, walk-in patients, and neighbourhood residents who know the clinic but haven’t yet made booking ahead a habit, spanning families and elderly patients per the clinic’s core patient base. The target is 120 completed booking requests attributable to sequenced content within the 90-day window.
Families and elderly patients need plain-language, low-jargon content that respects varying health literacy and comfort levels.
Existing local followers represent an accessible, low-cost-to-reach audience the clinic can convert without paid media.
Completed booking requests, not clicks alone, reflect the guideline’s content-to-booking review standard.
Message & Narrative
The core message is that this is a warm, accessible neighbourhood clinic that makes health visits easier to understand and act on for the whole family. The narrative arc follows the guideline’s layout pattern: hook, explanation, reassurance, action, moving patients from a seasonal health prompt through service understanding to a testimonial-backed decision to book.
Every asset uses plain English and avoids clinical jargon, per the guideline’s medical-term translation rule.
Sensitive or clinical topics always route to a booked consultation rather than offering advice directly, per the guideline.
Tone stays warm, clear and reassuring throughout, never alarmist or sales-led, per the guideline’s voice definition.
Conversion & CTA
The primary action across this campaign is to book a GP consultation, seasonal screening or wellness check through the clinic’s approved booking route, with CTA specificity increasing as content moves from awareness to education to testimonial. Early content invites attention and understanding; later content directs to a specific, named service booking.
Early-stage CTAs invite reading, saving or asking a question rather than immediate booking.
Later-stage CTAs name the specific service and state the booking route plainly, per the guideline’s CTA-writing rule.
No urgency or sales language is used at any stage, consistent with the guideline’s calm, supportive CTA standard.
Tactic & Cadence
The tactics sequence three content types across 90 days: seasonal health awareness (flu season, school holidays, heat advisories), service education (what the service is, who it helps, how to book), and patient testimonials (consented, low-risk experience stories). Cadence runs a light, sustainable weekly rhythm suited to a small receptionist team with no dedicated marketing support.
A sustainable weekly cadence respects the clinic’s small team and limited marketing resources.
Seasonal content is timed to confirmed local health calendars, not generic global health-awareness dates.
Testimonials are low-risk, consented and reviewed per the guideline’s high-risk content classification.
Budget & Resources
This campaign is resourced through a Zazoozoo Production batch built for a low-maintenance, plain-language content mix suited to a small clinic team, detailed at the channel stage: SG$7,900 for owned media (22 single posts, 10 carousels, 5 short-form videos, 1 FAQ/booking-page refresh), meeting the Production package’s SG$7,500 minimum spend, in addition to the SG$5,000 Strategy base fee.
Recommended mix: 22 single posts, 10 carousels, 5 videos, 1 FAQ/booking-page refresh (owned only).
Total estimated production spend is approximately SG$7,900, priced against Zazoozoo’s Production rate card, plus the SG$5,000 Strategy base fee.
This meets the Production package’s SG$7,500 minimum spend while remaining owned-only, since this campaign’s acquisition goal is served entirely through owned media; no paid, earned, or shared allocation is required at this stage.
Risks & Mitigation
The main risk is that health-related content drifts into unsupported claims, missing disclaimers or unreviewed clinical advice, breaching the guideline’s evidence, disclaimer and sensitive-topic escalation rules. Mitigation follows the guideline directly: route all clinical or sensitive content through lead-GP review, attach approved disclaimers to any health-condition content, and keep reception staff drafting only pre-approved routine updates.
Unsupported-claims risk is mitigated by mandatory lead-GP review for all clinical, diagnostic or sensitive-topic content.
Missing-disclaimer risk is mitigated by using the guideline’s copy-ready disclaimer blocks on every relevant asset.
The guideline’s decision-rights structure mitigates role-confusion risk by limiting reception staff to pre-approved routine content.
Insights & Learnings
This campaign responds to a confirmed inquiry priority of acquisition, with a booking-consistency target, an audit finding that promotional and health-tip posts appear randomly with no repeated touchpoints, and research showing comparable neighbourhood clinics publishing sequenced seasonal, service and testimonial content see fewer front-desk explanation calls and steadier bookings.
Inquiry insight: the clinic’s confirmed reliance on walk-ins and word-of-mouth, with no dedicated marketing, directly shaped this campaign’s low-effort, repeatable structure.
Audit insight: random, unplanned posting with no repeated touchpoints confirmed the structural gap this campaign’s seasonal-service-testimonial sequence closes.
Research insight: comparable clinics publishing sequenced content see fewer front-desk explanation calls and steadier bookings, supporting this cadence.
Channel strategy
This 90-day channel plan runs entirely through owned media, reflecting the clinic’s small receptionist team, lack of dedicated marketing support, and reliance on walk-ins and word-of-mouth. This cycle, paid, earned, and shared media are deliberately unused
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 sole channel of the acquisition campaign. Owned media includes the clinic’s website, social accounts, and any WhatsApp or booking-confirmation messaging, since these are the only brand-managed assets the clinic directly controls and the only channels realistic for a small team with no dedicated marketing budget.
Role & Platforms
Owned media strengthens consistency and authority through brand-managed assets and carries this campaign’s entire seasonal-service-testimonial arc. The clinic’s primary owned platforms are its website (service pages, FAQs, booking links, per the guideline’s service-page structure), its social accounts (seasonal health awareness, service education, low-risk testimonials), and its approved booking or WhatsApp route (confirmations and reminders), per the guideline’s booking-route-consistency rule.
The website hosts fixed-structure service pages (what it is, who it helps, how to book), per the guideline.
Social accounts carry frequent, plain-language seasonal and service content suited to a general patient audience.
The approved booking route keeps appointment confirmations and reminders consistent across every channel.
Objective & Metric
The primary objective is acquisition: helping patients understand services and seasonal health needs clearly enough to book without calling the front desk first. Success is measured by booking-link clicks converting to completed requests and a reduction in repeat front-desk questions, targeting a 20% increase in booking-page conversions and a 15% reduction in recurring front-desk queries over 90 days.
Booking-link clicks converting to completed requests reflect the guideline’s content-to-booking review standard.
Reduced repeat front-desk questions directly measure whether FAQ and service content is doing its job.
Both targets are reviewed at the 90-day mark, aligned to one full seasonal-education-testimonial cycle.
Audience & Targets
Owned media should reach existing local followers, walk-in patients and neighbourhood residents directly through seasonal and service-education content. In contrast, the website and FAQ content serve patients actively preparing for a visit or checking practical details. The target is 300 booking-page visits from social content and a 15% reduction in front-desk calls about routine preparation questions over the 90-day window.
Existing local followers and walk-in patients are the highest-priority audience, since they already have some awareness of the clinic.
Website visits from social content indicate patients are moving from awareness toward a booking decision.
Reduced front-desk calls on routine questions directly reflects the guideline’s goal of reducing avoidable reception queries.
Message & Narrative
Owned media develops the campaign’s full content arc: seasonal health-awareness posts (flu season, school-holiday check-ups, heat-advisory guidance), service explainers following the guideline’s fixed sequence (what it is, who it helps, how to book), and low-risk, consented patient testimonials illustrating a calm, reassuring visit experience. Tone stays warm, clear and reassuring throughout, per the guideline’s voice, and never alarmist or sales-led.
Seasonal content is tied to confirmed local health moments, not generic global health-awareness dates, per the guideline.
Service explainers follow the guideline’s fixed structure so patients always know what to expect and how to book.
Testimonials stay low-risk and consented, reinforcing calm and reassurance rather than dramatic before-and-after framing.
Conversion & CTA
Owned media’s primary action shifts by content stage: seasonal-awareness posts invite reading and saving; service-education posts invite booking a specific, named service; testimonials reinforce the decision to book. All CTAs follow the guideline’s calm, specific CTA-writing rule, avoiding urgency or sales language entirely.
Early-stage CTAs invite reading, saving or asking a question rather than immediate booking commitment.
Later-stage CTAs name the specific service and state the exact booking route, per the guideline’s CTA rule.
Every asset ends with an approved booking or contact route, per the guideline’s internal-linking-logic rule.
Tactic & Cadence
Tactics include seasonal-awareness single posts and carousels, service-explainer carousels and short videos following the guideline’s fixed service-page structure, and a small number of consented testimonial posts. Cadence runs a light, sustainable weekly rhythm suited to a small receptionist team: one seasonal or service post most weeks, with testimonials appearing occasionally rather than weekly.
The light weekly cadence respects the clinic’s small team size and limited marketing capacity.
Service-explainer content reuses the guideline’s fixed sequence, reducing drafting time for reception staff.
Testimonials are scheduled sparingly, reflecting their high-risk classification and the guideline’s consent requirements.
Budget & Resources
Owned media is resourced through a Zazoozoo Production batch of 22 single posts (SG$2,200), 10 carousel posts (SG$1,500), 5 short-form videos (SG$2,500) and one FAQ and booking-page refresh with a copy-ready template set (SG$1,700), totalling approximately SG$7,900, meeting the Production package’s SG$7,500 minimum spend, priced against Zazoozoo’s Production rate card.
Single posts and short-form videos carry the largest share of spend, reflecting the volume of seasonal and service content needed.
The FAQ and booking-page refresh directly targets the guideline’s goal of reducing avoidable front-desk queries.
This allocation assumes in-house publishing by reception staff using Zazoozoo-supplied templates; no paid promotion is budgeted.
Risks & Mitigation
The main risk is that health-related or testimonial content drifts into unsupported claims, missing disclaimers or unreviewed clinical advice, breaching the guideline’s evidence, disclaimer and sensitive-topic escalation rules. Mitigation follows the guideline directly: route all clinical or sensitive content through lead-GP review, use approved disclaimer blocks, and keep reception staff limited to pre-approved routine updates only.
Unsupported-claims risk is mitigated by mandatory lead-GP review for all clinical, diagnostic or sensitive-topic content.
Missing-disclaimer risk is mitigated by using the guideline’s copy-ready disclaimer blocks on every relevant asset.
The guideline’s decision-rights structure mitigates role-confusion risk by limiting reception staff to pre-approved content only.
Insights & Learnings
Owned media was selected as the sole channel based on the inquiry-confirmed absence of dedicated marketing or paid infrastructure, the audit finding that the website’s service pages lack consistent booking links and FAQ coverage, and research showing comparable small clinics reduce front-desk queries primarily through owned service-page and social clarity, not paid reach.
Inquiry insight: the clinic confirmed no dedicated marketing budget or paid media history, making owned media the only realistic channel this cycle.
Audit insight: inconsistent booking links and missing FAQ coverage on service pages confirmed the gaps this strategy’s owned content directly addresses.
Research insight: comparable small clinics reduce front-desk queries through owned service-page and social clarity, supporting this channel’s sole focus.
Paid channel
Paid is an unused channel this cycle. Paid media is not resourced in this 90-day plan, since the clinic has no existing paid media infrastructure and its acquisition goal is fully addressable through owned content clarity alone.
Role & Platforms
Paid media drives reach and acceleration through advertising spend, best suited to Meta ads targeting the clinic’s immediate neighbourhood catchment once owned content has established a clear, working service and booking structure.
Meta ads targeting a tight local radius would be the most relevant paid platform for this category long-term.
Introduce paid media only after owned service pages and FAQs are consistently clear and current.
This channel is deferred, not ruled out, for a future cycle if booking targets are not met through owned alone.
Objective & Metric
No paid media objective is set for this 90-day campaign; this channel is intentionally unresourced while the clinic establishes basic owned-content consistency for the first time.
Defer paid media until owned content has a full cycle of performance data to build from.
No metric or target applies while this channel remains unused in this campaign.
Revisit paid media only if owned media alone does not meet booking targets.
Audience & Targets
Not applicable to this campaign; no audience targeting is planned for paid media.
No audience segment is targeted through paid media during these 90 days.
Future paid activity would target the clinic’s immediate neighbourhood catchment specifically.
This decision reflects a deliberate, resource-appropriate focus, not an oversight.
Message & Narrative
Not applicable to this campaign; no paid-specific message is developed.
No message development is planned for paid media in this campaign.
A future paid narrative would likely reuse top-performing owned service or seasonal content.
This channel remains available for future activation once owned content is proven.
Conversion & CTA
Not applicable to this campaign; no paid media conversion path is planned.
No CTA is developed for paid media during these 90 days.
Future paid activity would most likely drive directly to the clinic’s booking page.
This channel’s absence does not affect the campaign’s core acquisition objective.
Tactic & Cadence
Not applicable to this campaign; no paid media tactics or cadence are planned.
No ad campaigns or flighting are scheduled during this campaign period.
Future paid activity would require separate scoping and a dedicated ad-account setup.
This decision keeps the clinic’s limited budget concentrated on owned execution.
Budget & Resources
No budget is allocated to paid media for this campaign; all Production spend is directed to owned media.
Zero budget is allocated to paid media in this 90-day plan.
Future paid investment would require separate scoping and new ad-account infrastructure.
This reallocation keeps spend concentrated on the clinic’s highest-priority, lowest-effort channel.
Risks & Mitigation
The main risk of leaving paid media unresourced is slower reach growth than a paid-amplified campaign; this is an accepted tradeoff given the clinic’s limited budget and lack of existing paid infrastructure.
Slower reach growth is an accepted tradeoff, not an oversight, for this campaign period.
Introducing paid spend without proven owned content risks wasting limited budget on unclear messaging.
Reconsider paid media for a future cycle once owned content and booking data are established.
Insights & Learnings
We deprioritised paid media based on the inquiry-confirmed absence of any paid media accounts or budget history, the audit finding that the clinic has never run a promoted post, and research showing comparable neighbourhood clinics achieve booking consistency through owned content clarity before considering paid amplification.
Inquiry insight: the clinic confirmed it has no existing paid media accounts, budget, or advertising history to build from this cycle.
Audit insight: we found no promoted posts or paid campaigns in the clinic’s account history, confirming no paid infrastructure exists.
Research insight: comparable clinics achieve booking consistency through owned clarity first, supporting deferring paid media this cycle.
Earned channel
Earned is an unused channel this cycle. Earned media is not resourced in this 90-day plan, since the clinic’s priority is establishing basic content consistency rather than pursuing press or community coverage.
Role & Platforms
Earned media builds credibility through third-party validation and media coverage, best suited to local community newsletters, neighbourhood health directories and local news outlets once the clinic has a stronger, more consistent public content base.
Local community newsletters and neighbourhood directories are the most relevant earned platforms for this category.
Local news outlets could offer a lightweight earned pathway once the clinic has a consistent public presence.
This channel is deferred, not ruled out, for future cycles once foundational content exists.
Objective & Metric
No earned media objective is set for this 90-day campaign; this channel is intentionally unresourced while the clinic builds its first consistent owned-content foundation.
Defer earned media until the clinic has an established, consistent public content presence.
No metric or target applies while this channel remains unused this campaign.
Revisit earned media once owned performance data is available.
Audience & Targets
Not applicable 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 community publications and neighbourhood directories.
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 seasonal-health and service-education content.
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 service pages, 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, consistent content library.
This decision keeps limited team capacity focused on owned execution.
Budget & Resources
No budget is allocated to earned media this campaign; all Production spend is directed to owned media.
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 clinic’s highest-priority channel.
Risks & Mitigation
The main risk of leaving earned media unresourced is missing an opportunity for local credibility during a foundational content cycle; this is accepted given the clinic’s limited capacity.
Missed local coverage opportunities are an accepted tradeoff, not an oversight, for this campaign period.
Any inbound local media interest during the campaign should still be handled per the guideline’s approval standards.
Reconsider earned media for a future cycle once owned content consistency is proven.
Insights & Learnings
Earned media was deprioritised based on the inquiry-confirmed absence of existing press or local media relationships, the audit finding that the clinic has never been featured in local health or community coverage, and research showing comparable clinics earn coverage only after consistent public health-education output over multiple cycles.
Inquiry insight: the clinic confirmed it has no existing relationships with local press, community publications, or health directories.
Audit insight: no prior local media coverage or press mentions were found, confirming earned media would start from zero.
Research insight: comparable clinics earn coverage only after multiple cycles of consistent public health education, supporting deferral.
Shared channel
Shared is an unused channel this cycle. Shared media is not resourced in this 90-day plan, since the clinic’s existing word-of-mouth activity is informal and untracked, and patient-consent requirements make organic sharing slower to activate deliberately.
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 seasonal health awareness, service education and patient testimonials across three pillars, publishing entirely through owned channels to suit the clinic’s small receptionist team and lack of dedicated marketing support.
Content pillars definition
Seasonal health awareness
Timely, plain-language prompts tied to confirmed local health moments (flu season, school holidays, heat advisories), encouraging preventive bookings ahead of need.
Service education
Fixed-structure explainers (what it is, who it helps, how to book) that help patients self-select the right service and reduce avoidable front-desk questions.
Patient testimonials
Low-risk, consented patient stories illustrating a calm, reassuring visit experience, never broad treatment claims or dramatic outcomes.
Scheduled content
A content library totalling 38 pieces across the 90 days: 22 single posts, 10 carousels, 5 short-form videos and one FAQ and booking-page refresh, all published through owned channels. Volume follows a light, sustainable weekly rhythm suited to a small receptionist team, building toward more consistent bookings and reduced front-desk explanation time.
Day 1 to 30: Content pieces to produce and publish.
Day 1-10
Your Local GP Clinic, Here for the Whole Family. Pinned post introducing the clinic’s services and warm, accessible approach for families and elderly patients.
Publish: Day 1. Pillar: Service Education. Format: Carousel. Channel: Owned. Platform: Instagram/Website. Style & Structure: Use the practice identity format and a plain-language service overview.
Flu Season Is Coming: Here’s What to Know. Seasonal awareness post explaining flu vaccination timing and who it may help.
Publish: Day 3. Pillar: Seasonal Health Awareness. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Seasonal-awareness format, plain-language, no urgency language.
What Happens at a Routine Check-Up?. FAQ post explaining the check-up process in plain language, following the guideline’s service-page structure.
Publish: Day 5. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Fixed sequence: what it is, who it helps, how to book.
A Look Inside Our Clinic. Short video tour of the waiting area and consultation room to reduce first-visit anxiety.
Publish: Day 9. Pillar: Service Education. Format: Short-form video. Channel: Owned. Platform: Instagram/Website. Style & Structure: Calm, uncluttered visuals, captioned.
Day 11-20
Book Your Flu Vaccination. Direct booking prompt for flu vaccination with approved booking link.
Publish: Day 11. Pillar: Seasonal Health Awareness. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Purposeful CTA, named service and booking route.
Child Wellness Check: What It Covers. Service explainer describing the child wellness check using the fixed service-page structure.
Publish: Day 13. Pillar: Service Education. Format: Short-form video. Channel: Owned. Platform: Instagram/Website. Style & Structure: Fixed sequence: what it is, who it helps, how to book.
Preparing for a Blood Test. FAQ post answering a common preparation question to reduce front-desk calls.
Publish: Day 15. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: FAQ-led format, directly targets recurring front-desk question.
A Patient Story: Feeling at Ease. Consented testimonial from a patient describing a calm, reassuring visit experience.
Publish: Day 17. Pillar: Patient Testimonials. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Low-risk testimonial, documented consent, calm framing.
How to Book: Three Simple Ways. Practical graphic explaining online, phone and walk-in booking routes.
Publish: Day 19. Pillar: Service Education. Format: Carousel. Channel: Owned. Platform: Instagram/Website. Style & Structure: Practical infographic, current booking link.
Day 21-30
School Holidays: A Good Time for a Check-Up. Seasonal post linking school holidays to family check-up availability.
Publish: Day 21. Pillar: Seasonal Health Awareness. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Seasonal-awareness format, family-focused framing.
Chronic Condition Follow-Up: Who It’s For. Service explainer describing ongoing condition management support.
Publish: Day 23. Pillar: Service Education. Format: Carousel. Channel: Owned. Platform: Instagram/Website. Style & Structure: Fixed sequence: what it is, who it helps, how to book.
What to Bring to Your Appointment. Practical checklist graphic for appointment preparation.
Publish: Day 27. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Practical information graphic, reduces front-desk queries.
A Patient Story: Bringing the Whole Family. Consented testimonial from a family describing a positive multi-generational visit.
Publish: Day 29. Pillar: Patient Testimonials. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Low-risk testimonial, documented consent, family-focused.
Day 31 to 60: Content pieces to produce and publish.
Day 31-40
Heat Advisory: Staying Well This Season. Seasonal health post with practical heat-safety guidance for elderly patients and families.
Publish: Day 31. Pillar: Seasonal Health Awareness. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Seasonal-awareness format, elderly-patient-focused.
Health Screening for Busy Adults. Service explainer describing a general health screening package in plain language.
Publish: Day 33. Pillar: Service Education. Format: Carousel. Channel: Owned. Platform: Instagram/Website. Style & Structure: Fixed sequence, patient-friendly headline per guideline.
Meet Our GP Team. Introduction post featuring the clinic’s doctors with approved credentials.
Publish: Day 35. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Clinic-first imagery, approved credentials.
FAQ Refresh: Booking, Fees and Hours. Website FAQ and booking-page refresh consolidating the most common patient questions.
Publish: Day 37. Pillar: Service Education. Format: FAQ/booking-page refresh. Channel: Owned. Platform: Website. Style & Structure: Copy-ready FAQ blocks, current fees and hours.
It’s Normal to Feel Nervous Before a Check-Up. Sensitive-topic-aware post normalising pre-visit anxiety without alarmist language.
Publish: Day 39. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Gentle, non-judgemental tone, lead-GP reviewed.
Day 41-50
Blood Pressure Check: Quick and Simple. Service explainer for a routine blood pressure check using plain-language naming.
Publish: Day 41. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Preferred term ‘blood pressure check’, not clinical jargon.
A Patient Story: Managing a Long-Term Condition. Consented testimonial describing ongoing, supportive chronic-condition care.
Publish: Day 43. Pillar: Patient Testimonials. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Low-risk testimonial, documented consent, lead-GP reviewed.
Mid-Cycle Recap: What We’ve Covered So Far. Recap post summarising the cycle’s seasonal and service content so far.
Publish: Day 47. Pillar: Service Education. Format: Carousel. Channel: Owned. Platform: Instagram/Website. Style & Structure: Campaign narrative recap stage, informative journey.
How Our Reception Team Can Help. Introduction to front-desk staff and what they can assist with.
Publish: Day 49. Pillar: Service Education. Format: Short-form video. Channel: Owned. Platform: Instagram/Website. Style & Structure: Clinic-first imagery, approachable team representation.
Day 51-60
Back-to-School Immunisation Check. Seasonal post reminding families to confirm children’s immunisation status before term starts.
Publish: Day 51. Pillar: Seasonal Health Awareness. Format: Carousel. Channel: Owned. Platform: Instagram/Website. Style & Structure: Seasonal-awareness format, based on current national guidance.
What Happens During a Child Wellness Check. Video walking through a child wellness visit in a reassuring, simple way.
Publish: Day 53. Pillar: Service Education. Format: Short-form video. Channel: Owned. Platform: Instagram/Website. Style & Structure: Calm, captioned, family-friendly framing.
A Patient Story: A Reassuring First Visit. Consented testimonial from a new patient describing a calm first-visit experience.
Publish: Day 55. Pillar: Patient Testimonials. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Low-risk testimonial, documented consent, newcomer-focused.
Common Questions About Fees. FAQ post clarifying fee structure to reduce recurring front-desk confusion.
Publish: Day 57. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: FAQ-led format, directly targets recurring front-desk questions.
Day 61 to 90: Content pieces to produce and publish.
Day 61-70
Managing Blood Sugar Levels: What to Know. Plain-language health-education post on blood sugar levels, lead GP reviewed.
Publish: Day 61. Pillar: Seasonal Health Awareness. Format: Carousel. Channel: Owned. Platform: Instagram/Website. Style & Structure: Medical-term translation, approved evidence, lead GP reviewed.
Health Screening: How to Book. Direct booking prompt for the general health screening service.
Publish: Day 63. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Purposeful CTA, named service and booking route.
A Patient Story: Finally Getting Answers. Consented testimonial describing a patient’s experience getting clarity on a health concern.
Publish: Day 65. Pillar: Patient Testimonials. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Low-risk testimonial, documented consent, lead-GP reviewed.
Same-Day Appointments: What to Know. Service clarity post explaining same-day appointment availability and how to check.
Publish: Day 69. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Factual-freshness rule, confirmed same-day availability only.
Day 71-80
Staying Active as You Age. Seasonal-adjacent health-education post for elderly patients with practical, gentle guidance.
Publish: Day 71. Pillar: Seasonal Health Awareness. Format: Carousel. Channel: Owned. Platform: Instagram/Website. Style & Structure: Empathy and inclusion tone, elderly-patient-focused.
Condition Management Programme: Who It’s For. Service explainer describing the clinic’s ongoing condition management support.
Publish: Day 73. Pillar: Service Education. Format: Short-form video. Channel: Owned. Platform: Instagram/Website. Style & Structure: Fixed sequence: what it is, who it helps, how to book.
A Patient Story: Consistent Care Over Time. Consented testimonial from a long-term patient describing continuity of care.
Publish: Day 75. Pillar: Patient Testimonials. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Low-risk testimonial, documented consent, continuity-focused.
Your Questions, Answered. FAQ carousel consolidating the most common questions received during the cycle.
Publish: Day 77. Pillar: Service Education. Format: Carousel. Channel: Owned. Platform: Instagram/Website. Style & Structure: FAQ-led format, real patient questions from front-desk log.
Book a Check-Up Today. Direct, low-pressure booking prompt for a routine check-up.
Publish: Day 79. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Purposeful CTA, calm and specific.
Day 81-90
90 Days of Caring for Our Community. Recap post summarising the cycle’s seasonal, service and testimonial content.
Publish: Day 81. Pillar: Service Education. Format: Carousel. Channel: Owned. Platform: Instagram/Website. Style & Structure: Campaign narrative recap stage; warm, grounded tone.
What’s Next: Upcoming Seasonal Reminders. Forward-looking post previewing the next cycle’s seasonal health topics.
Publish: Day 87. Pillar: Seasonal Health Awareness. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Campaign planning format, forward-looking and specific.
Book Your Next Visit. Closing booking prompt covering routine check-ups and seasonal services.
Publish: Day 90. Pillar: Service Education. Format: Single post. Channel: Owned. Platform: Instagram/Website. Style & Structure: Purposeful calls to action, closing reminder.
Last updated 1 September 2026 by Zazoozoo.
