Strategic Social Media Content for a Health, Wellness & Physical Therapy Clinic
Synapse Wellness Center engaged me in April 2025 during their soft-launch phase after investing in social media support from someone else who focused heavily on branded visuals and boosted posts, but failed to translate into real bookings and revenue.
The core issue wasn’t posting frequency — it was the lack of strategy, systems, and a structured content workflow aligned with business goals.
My role was to rebuild their social media approach from the ground up by implementing clear systems for planning, execution, client collaboration, and performance tracking, before scaling into short-form video, educational content, and promotional campaigns.
This case study highlights the systems, structure, and execution framework that supported early traction and measurable growth.
Structured Project Timeline & Strategic Rollout
To ensure clarity, accountability, and consistent execution, I built a structured project timeline inside ClickUp that mapped out every phase of the engagement — from research and strategy to content creation, publishing, engagement, and analytics.
This allowed both the client and myself to track progress week by week, prioritize tasks correctly, and maintain momentum during the clinic’s soft-launch and early growth phase.
A week-by-week rollout designed for clarity, focus, and consistency.
Client-Centric Workflow & Transparent Collaboration
Synapse was onboarded into my ClickUp workspace with a dedicated client dashboard designed to centralize communication, assets, approvals, and progress updates.
This system reduced friction, improved transparency, and ensured all conversations and tasks were easily traceable — creating a smoother collaboration experience without relying on scattered messages or emails.
A centralized system built to simplify collaboration and communication.
Research, Audit & Strategy Development
Before creating content, I conducted a deep strategic foundation phase.
This included a full audit of their social media presence, website, and booking flow, AI-assisted audience analysis, and competitor research within the health and wellness space.
These insights informed a clear social media strategy covering content pillars, engagement tactics, posting cadence, and platform-specific optimizations aligned with business goals.
Document directory for marketing research, audit, and strategy.
Decisions driven by research — not guesswork.
Content Calendar & Structured Planning
To translate strategy into consistent execution, I developed a structured content calendar outlining post types, content pillars, formats, and scheduling.
This ensured a balanced mix of educational, promotional, and engagement-driven content while maintaining alignment with campaigns, clinic events, and service highlights.
A strategic calendar designed to support growth and visibility.
First Short-Form Video Executed Ahead of Launch
Once the systems and strategy were in place, I executed the clinic’s first short-form video ahead of their official launch.
The goal was to introduce the brand, establish visual credibility, and begin warming up the local audience before any major promotions or events.
This initial video set the tone for future content by aligning brand identity, movement-based visuals, and clear messaging in a format optimized for social platforms.
The first strategic video designed to build awareness and momentum early.
Promotional Content Optimized for Organic & Paid Distribution
To support bookings and class sign-ups, I developed promotional assets designed to perform both organically and as paid ads.
Each piece followed platform-specific best practices—clear offers, strong CTAs, and brand-consistent visuals—allowing the same content to be efficiently repurposed across organic posts, boosted promotions, and Meta ad campaigns without sacrificing quality or clarity.
Promotional visuals adapted for organic posts, boosted content, and Meta ads.
Event-Led Campaigns Designed to Drive Foot Traffic & Bookings
To support the launch of FLUX Movement Studio, a sub-brand under Synapse Wellness Center, I created event-focused content promoting their Open House.
The campaign combined a high-impact static visual and a short-form reel to clearly communicate the offer, class lineup, and booking CTA—driving both in-studio visits and class sign-ups through organic reach and paid distribution.
Open House campaign content for FLUX Movement Studio, used across organic posts and ads.
One Campaign, Multiple Content Formats
For this campaign, I designed a modular content system that allowed a single core message to be repurposed across multiple formats—including a 4-image carousel, single-image posts, stories, and a short-form reel.
This approach maximized reach and engagement while maintaining visual consistency, clear messaging, and strong CTAs across both organic and paid distribution.
A single campaign repurposed into carousel, static, story, and reel formats.
Short-Form Video Execution Across Services & Classes
I produced short-form videos highlighting a range of services and movement classes—from manual therapy and wellness treatments to studio-based exercises.
Each video was structured to clearly demonstrate value, educate the audience, and showcase real in-studio experiences, making the content suitable for both organic engagement and paid promotion across platforms.
Short-form videos featuring treatments, classes, and in-studio experiences.
First Video - 00:00 | Second Video - 00:30 | Third Video - 00:59
Educational Carousels to Build Trust & Authority
I developed educational carousel content designed to simplify complex health and wellness topics into clear, digestible posts.
These carousels focused on explaining services, conditions, and treatment approaches—helping position the brand as a trusted authority while addressing common questions and misconceptions from potential clients.
This content supported long-term brand credibility, audience education, and informed booking decisions.
Turning complex health topics into clear, trust-building content.
Simplifying Complex Topics Through Visual Content
I translated complex health and movement concepts—such as acupuncture, manual therapy, and exercise mechanics—into visually clear, easy-to-understand content.
By combining clean layouts, concise copy, and real in-clinic visuals, this content helped reduce intimidation around unfamiliar treatments while making services feel more approachable and accessible to a wider audience.
Visual-first content designed to educate without overwhelming.
On-Ground Marketing Support & Client Requests
Beyond digital content, I supported the client with on-ground and supplementary marketing needs to ensure brand consistency across both online and offline touchpoints.
This included printed materials, in-clinic visuals, QR-based booking assets, and timely creatives for seasonal campaigns and special occasions—allowing the brand to stay present, relevant, and cohesive across all customer interactions.
Flexible marketing support aligned with real-world clinic needs.
Scaling Educational Content Through AI-Assisted Production
To maintain content consistency and frequency without relying solely on in-clinic shoots, I incorporated AI-assisted visuals and stock-based enhancements into the production workflow. This allowed educational topics—such as posture issues, scoliosis awareness, and everyday pain points—to be visualized clearly while staying aligned with the brand’s tone, accuracy standards, and educational intent.
AI-supported content used to expand educational reach efficiently.
First Video - 00:00 | Second Video 00:30 | Third Video - 01:30 | Fourth Video - 02:12
Early Performance Surge Within the First Month
Within the first month of structured execution, Synapse Wellness Center saw a strong increase in reach, profile visits, engagements, and link clicks across Facebook and Instagram.
This early performance reflected the impact of a system-driven content rollout—combining educational content, promotional campaigns, short-form video, and consistent posting—designed to build awareness, drive interest, and support bookings ahead of and shortly after launch.
Clear performance lift within the first month of implementation.
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