Clinic playbookHealthcare
The first rule the planner follows here: Never promise outcomes; no before/after without consent
Shown with AXIS Physio, back to what you actually do. A fictional brand, built to show the clinic playbook end to end.
Back to what you actually do.
AXIS Physio is a sports physiotherapy and rehabilitation clinic in Dubai. Six therapists, a rehab gym rather than a row of curtained beds, and a rule that every patient leaves with a plan they can do at home.
- Type
- Manrope
- Channels
- Instagram, TikTok
- Tone
- direct, encouraging, practical, evidence-led, never patronising
- Audience
- Active adults 28-50 in Dubai: runners, padel and CrossFit people, and desk workers with necks and backs that have had enough. They self-refer, they research, and they have been to a clinic that just gave them a heat pack.
- Goals
- Fill weekday morning slots; become the clinic runners and padel players recommend to each other; grow post-surgical rehab referrals from orthopaedic surgeons.
AXIS Physio's brand page as Planist built it from the scan: wordmark, palette, type, the inspiration board and the creative direction the designer reads.
How Planist plans this industry.
The clinic playbook, quoted as the planner reads it: which days carry a post, what each day is for, how the formats split, and the rules it will not break. A brand's own strategy overrides any line of it.
Weekly rhythm
3 posts a weekone fear or myth answered plainly
no post
how a treatment actually works, step by step
no post
a patient outcome, a team moment or a reminder
no post
no post
Format mix. Feed 1:1 carries the education; one Carousel a week explains a treatment step by step; one Reel a fortnight is a clinician talking to camera; Stories carry reminders and behind the scenes.
Pillar shares
- Education35%
- Trust and team25%
- Patient stories20%
- Offers and reminders20%
Shares steer the month's mix of posts. The brand's strategy can move them.
Rules the planner does not break
- 1Never promise outcomes; no before/after without consent
- 2Plain language over medical terms, one idea per post
- 3Every post ends with one low-pressure next step: book, ask, save
October, planned at 3 a week.
Every slot has a date, channel, format, pillar, title, angle, call to action and language, with the reasoning behind it. Regenerate the plan, edit one slot, produce one post or produce them all.
- Send to client on WhatsApp and Copy review link are on the screen: the client approves from a phone, no account.
- Preview as client shows the month exactly as they will see it.
- Export content pack hands over everything produced.
The designs, as the product made them.
11 files passed the brand check: 2 portraits, 1 post, 1 banner, 1 carousel of 7 slides. Highest score 8.3. The titles are the headlines the designer wrote. Carousels swipe slide by slide.
Everything produced, with its score.
Each piece carries the QA score from the brand check, its versions, and the request that produced it. Below the pass mark, it is flagged and retried before a client ever sees it. Promote a design to the inspiration board and the next series matches it.
AXIS Physio is a fictional brand, made so this page could show real Planist output for the clinic playbook without borrowing a client's logo. It is not a customer.
The calendar, designs and library on this page are three of the fifteen things Planist does. See all fifteen, or how the brand brain keeps what AXIS Physio teaches it.
Planist for clinics.
Point it at your website. It reads the brand, starts from the clinic playbook, plans the month and writes the first drafts.
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