Bone & Brain

01 · The challenge

Almost every physiotherapy clinic in the city markets the same way: generic pain relief, the cheapest session, random social posts and no structured follow-up. It’s a race to the bottom that no clinic wins for long.

02 · The insight

Don’t be a better physio clinic. Move to a different shelf: a specialist recovery centre. Recovery, not relief.

Bone & Brain shouldn’t compete as another physiotherapy clinic at all. Its position is a specialist rehabilitation centre, where working professionals, seniors, neuro patients and athletes come because their condition needs real expertise. “When normal exercises stop helping, Bone & Brain helps patients recover properly.”

03 · The system I built

• 01Four audiences, four mapped offers, four campaigns: spine & posture, knee & senior mobility, neuro rehab, sports injury
• 02A six-stage patient journey with a 15-minute maximum WhatsApp reply time, measured weekly
• 03A D+1 / D+3 / D+7 / D+30 follow-up cadence that ends in a captured recovery story and a referral ask
• 04Six doctor-led content pillars at seven posts a week, anchored by real recovery stories
• 05A full visual identity with creative rules: real clinic visuals, movement as the subject, gold for accents only
• 06A 90-day roadmap: Foundation → Acquisition → Scale → Authority

04 · What was delivered

• 10-chapter blueprint
• Positioning
• Audience map
• Patient funnel
• 4 campaign architectures
• Content strategy
• Branding system
• 90-day plan