A clinic content calendar, from question to campaign

Write the brief before choosing dates

The fictional clinic in this example wants to explain skin-booster terminology. The sample research shows rising discussion counts and two promotional competitor posts. All of this data is made up for the example. In your own brief, name the audience, the question to answer, the main message, limits in your sources and any claims that need review.

Adapt the idea for each channel

Keep the message recognisable while changing how you present it. A carousel can explain terms one at a time. A short video can introduce the practitioner’s answer, while a longer video gives it more room. A story can ask what the audience would like to know next.

Put review dates in the calendar

Assign an editor, clinical reviewer and language reviewer. Mark each piece as a draft, needing changes, approved or scheduled. A finished file still needs approval before it goes out. The previews on this site are concepts, and the videos are storyboards rather than finished films.

Decide what you want the reader to do

Invite questions or explain how to arrange an individual consultation. Reading a post cannot establish whether a treatment suits someone. Have the clinic approve the wording, images and claims before publishing.

Check how people responded

Record the questions people asked, which posts prompted them and what you would change next time. Count reach, enquiries and consultations separately from outcomes attributed to the campaign. Note where each figure came from; do not attach a return figure you cannot support.

Related guides

How to find gaps in competitor clinic content

How patient questions shape English and Arabic clinic content