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A social strategy built to earn attention and spark engagement — not to shout product claims into a feed that scrolls past them.
The current posts are well-designed, but they speak at the audience and lead with the product. That's an ad — and people don't like, comment on, or share ads. Engagement happens when content makes a chiropractor feel seen, makes them laugh, or teaches them something worth passing along.
The instrument doesn't disappear. It earns its moment by showing up after we've given the audience a reason to care — as the reward, not the pitch.
A value proposition aimed at a cold audience. Nothing to react to, nothing to share, no human on the other side.
A moment every chiropractor lives. They laugh, they tag a colleague — and the brand becomes part of their world.
Every post belongs to one of these. Together they keep the feed varied, human, and built for reach — with the percentages showing roughly how often each should appear.
The engagement engine. Funny, true-to-life moments from a chiropractor's day. This is what gets tagged, saved, and shared.
Adjustment clips with sound on are one of the highest-performing categories on Reels and TikTok. The single best place for the instrument to appear naturally.
Chiropractors are opinionated about their craft — so ask. Posts engineered to pull comments and replies, which the algorithm rewards.
Quick, shareable value that positions Haven as a partner, not a vendor. The "save it for later" content patients and chiros both spread.
Product, proof, and real patient or practitioner stories. Because we've earned attention everywhere else, these land instead of getting scrolled past. Existing ideas like "She Proved Them Wrong" live here — reborn as human video, not text on a gradient.
Reach is earned by giving before asking. Flood the feed with product posts and the audience tunes out — and platforms quietly throttle accounts that look like spam. A smaller number of posts that genuinely connect will out-perform high volume on every metric that matters: saves, shares, comments, and, eventually, leads.
This calendar deliberately runs both playbooks side by side: new engagement-first formats next to concepts drawn straight from Haven's own campaigns. One produced feature post per weekday; the second daily slot stays light — story polls, comment replies, and repurposed cuts for other platforms.
Mon Relatable"Things patients say to chiropractors" Reel · IG / TikTok · tag-driver LBM concept |
Tue UsefulTraction vs. decompression — why traction actually fails Reel · the science, made simple Haven's playbook |
Wed SatisfyingSound-on adjustment, instrument in frame Reel · TikTok / IG · reach LBM concept |
Thu ConversationPodcast: "Doctor wanted — share your case" Post / Reel · community Haven's playbook |
Fri Conversation"Manual vs. instrument — settle it 👇" Carousel / Reel · comment-driver LBM concept |
Mon BrandDisc-herniation patient story (human video) Reel · real story · proof Haven's playbook |
Tue Relatable"POV: everyone 'slept wrong' on a Monday" Reel · IG / TikTok LBM concept |
Wed Useful"Traction stretches muscles. Decompression heals discs." Reel · educational · shareable Haven's playbook |
Thu Conversation"Rate this posture, 1–10" green-screen Reel · comment-driver LBM concept |
Fri BrandLunch & Learn: "We buy lunch, you get a live demo" Reel / Post · warm offer Haven's playbook |
Half of these come straight from Haven's existing campaigns — the Podcast, the Lunch & Learn, and the clinical scripts — sharpened, not scrapped. Even with those folded in, only a couple of slots are direct "asks." The rest earn the right to make them.
Your team has already created genuinely strong material. Here's some of it, exactly as you shared it — followed by the kind of engagement-first reel we'd build around it.
"You give us 30 minutes on Zoom. We buy you and your entire staff lunch. No travel. No showroom. No pressure."
A warm, low-pressure lead-gen offer — exactly the kind of "ask" that earns a yes. We'd run this as the brand / conversion slot in the calendar.
"Real Doctors. Real Cases. Real Results." — Cox Technic practitioners sharing their best patient outcomes.
Pure community content. We'd post guest call-outs and short episode clips to build the practitioner network and keep the feed human.
"Three surgeons said 'operate.' One chiropractor said 'not yet.' Surgery cancelled."
Strong story and educational material. We'd reframe these as human video (and run clinical claims past compliance — see below).
This is the piece that's missing today — content built to be liked, shared, and tagged rather than sold. Ready to shoot: hook, beats, on-screen text, caption, and CTA.
AI gets us moving fast — but turning a generated draft into something premium is where the real work lives. This is the pipeline behind a single finished asset, before it's ever adapted for another platform.
The stack: ChatGPT · HeyGen · Creatify · Canva. AI accelerates every step — our team directs, refines, and finishes each one. That judgment is the part that can't be automated.
This is exactly why volume has to be intentional. Ten brand-new concepts a day isn't a content plan — it's a production impossibility. Two strong concepts, fully expanded across platforms, is how you scale reach without sacrificing the quality that makes any of it work.
Haven instruments are FDA-registered medical devices, so strong outcome testimonials can be advertising-sensitive. Patient stories should stay in the patient's own words, and any efficacy language should be cleared with whoever handles Haven's regulatory review before going live. The same applies to the hard clinical figures and head-to-head competitor claims in the existing scripts — comparative and outcome statements carry the most exposure, so they're worth a compliance pass first.
The current assets drift between a dark-gradient white-logo look and a white-background blue-logo look, with shifting type. Locking a single palette, logo lockup, and font set makes the feed instantly recognizable as Haven — and makes every post work harder. This document already follows Haven's 2024 brand guide (#1F54A4 blue, #18A498 green, #626262 grey, with the Aptos / Avenir Next type system), and every live post will carry the brand's required hashtag sets and homepage link.