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Functional medicine clinic · 2025 to 2026

A video for flight crews, a free guide, and the month a clinic's Instagram tripled

The clinic had a doctor with deep expertise, but needed a better way to turn that knowledge into content that reached the right people. I developed the broader marketing strategy, built out a library of more than 40 articles and created a system connecting the website, social media and patient inquiries. I also brought on a video editor and social media manager/strategist, working closely with them to produce consistent social content and grow the clinic's Instagram audience to roughly 5,000 followers.

Client
A functional medicine clinic
My role
Strategy, creative direction, content lead
Team
A video editor and a social media manager /strategist I hired and directed
Timeline
June 2025 to October 2026
The Circadian Crew Field Manual promo: a flight attendant in front of a plane, with the free guide beside her

The ask

The clinic's videos got watched, but nothing connected them to a guide, a newsletter or an appointment. Patients at different stages of care also needed different things from the clinic, and everything went out to one list.

What I did

  • Set the content strategy: every piece made for one specific person with one specific problem, and every piece pointing somewhere next
  • Hired the editor and the social media manager, then directed and reviewed their work every week
  • Directed the flight crew video series and the posts that followed it
  • Built the path behind the videos: free guides, intake automations, and a newsletter written separately for current, former and new patients
  • Grew the Learning Hub, the clinic's library of articles, guides and videos

The work

Reel cover: Flight crew jet lag, the advice you've never been given
The video that took offA reel for pilots, flight attendants and cargo crews on why standard jet lag advice doesn't work for them.
The Circadian Crew Field Manual guide
The free guide behind itThe Circadian Crew Field Manual, offered through the link in bio on the flight crew posts.
The Circadian Traveler guide
The next guideThe Circadian Traveler, a follow-up guide for frequent travelers.
A clinic carousel post
CarouselsMore sleep and circadian posts kept the new audience going through June.
A clinic graphic post about blood sugar
Graphic postsEach topic video came with carousel or graphic posts the same week.
How Wellness Works, for former patientsA check-in that gives a past patient a reason to come back.
How Wellness Works, for current patientsA 7-day plan that supports the care they're already in.

The Learning Hub

Behind the social and email sits the clinic's Learning Hub: 45 articles, guides and videos. Ten of them are free guides that each have their own follow-up.

  • The Circadian Crew Field ManualGuide
  • The Circadian TravelerGuide
  • The Short Layover PlaybookGuide
  • The Deep Sleep BlueprintGuide
  • The Night Shift Sleep GuideGuide
  • Same Sleepless Night, Four Different ReasonsGuide
  • The Chronic Fatigue PlaybookGuide
  • Digestive Wellness: The Four Stage RelayGuide
  • The MCAS and Histamine RoadmapGuide
  • A Guide to Histamine Intolerance SymptomsGuide
See the Learning Hub

Results

5K → 15K+

Instagram followers, May to June 2026

133K → 355K

monthly views, May to June 2026

3,001

Field Manual downloads, May and June 2026

21.9 → 36.2%

current-patient newsletter open rate

4.3 → 9.6%

current-patient newsletter click rate

5

intake forms that named Instagram as the source, June 2026

Results are for the periods shown, and the newsletter rates settled lower afterward. Downloads count download events, not unique people.

In their words

What the client said

You’ve done a fantastic job hiring Emily and shaping a content calendar that includes both the topic videos and the carousel or graphic content each week.

Founder · functional medicine clinic
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Next case studyA weekly founder video, turned into a whole content program →

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