Content planner for clinics.Post more often. Publish on purpose.
I'm Amisha. I map what a clinic should publish: every page and post your brand needs, across the website, the blog and anywhere else you publish. In what order, and what each one has to say. Written so you can run it yourself, or hand it back to me to write. Every topic checked against the AHPRA, TGA and NDIS rules before anyone types. Five years writing for Australian healthcare.
Which pages and posts. The ones patients search for. None they don't.
In what order, and what each says. Risk marked per topic, before anyone writes.
Yours to run, or mine. A brief for every piece any writer can follow. Or hand it back and I write it.
Fixed quote in 48 hours. Or start with one paid pilot page.
Do you need a plan, or just more posts? Here's why the posts aren't working.
Why does a clinic blog go quiet, then random, then quiet again?
The calendar is blank. Nobody knows what next week's post should be, so there isn't one. Then there isn't one the week after.
Then it's random. Somebody has a spare hour and writes about whatever came up. Nobody asks how it fits with the last one, and nothing links to anything.
The page patients need doesn't exist. They type the symptom, the fee, the question. Your site has “Services”. Nobody planned the page for the question, so nobody wrote it.
Every topic carries a risk. There is no exemption for educational posts. A post that names a treatment and ends with a booking link is advertising. Sorting topics by risk before writing is cheaper than fixing after.
Order matters. The page that ranks in month six is the one that five other pages already point to. That only happens on purpose.
A plan from someone who already knows the rules costs one fixed quote, in writing, within 48 hours. The writing, if you want it, is quoted separately.
And while there's no plan, here's what it's costing.
What does publishing without a plan cost a clinic?
A year.
Twelve posts, one a month, on whatever came up. Nobody searched for nine of them. Nothing links to anything. The traffic line is flat, and nobody can say which post was worth writing.
A page.
The page that should exist and doesn't. “Physio for a locked back”, typed at 11pm. The clinic down the road has a page for exactly that. You have “Services”. She booked there.
An invoice.
The agency wrote six posts about your brand values. Nice posts. Nobody has ever typed “brand values” into Google at 11pm with a sore back. You paid for all six, and the page a patient was searching for still isn't there.
You can fix all three yourself. Tonight. With a spreadsheet and a strong coffee. Sure.
Or hand the plan to someone whose whole job is the plan. Hi.
Who's planning your content?
One writer. Me. No account manager, no junior, no hand-off. The person who reads your site maps it, briefs it, writes it if you want, and answers your WhatsApp.
Five years of Australian healthcare writing. MA in English. 73 published articles you can read tonight. Most of the client work is under confidentiality agreements, so no logo wall, and no invented one either.
I'm in Delhi. You're in Australia. It works like this. You brief me at the end of your day. I read and plan while you sleep, in Australian English, to Australian rules. The plan is waiting when you open the clinic, and the rent here stays off your invoice.
So how does a plan actually get made?
How does a content plan get made?
00
Read
Before I plan a thing I read your site, your sitemap, the two clinics above you on Google, and what patients in your area type into the search bar. Most of the surprises live here.
00
Map
Every page and post your brand needs: the website, the blog, and anywhere else you publish. Which of your current pages to merge, fix or drop. The order to publish in, so pages link and build on each other. Each one tied to the search it serves, with its risk marked.
00
Brief
A short brief for every piece: the question it answers, the rules that apply, what it has to say, and the one thing it asks the reader to do. Detailed enough for any writer to follow. Plus a one-page guide to how your clinic sounds.
00
Check
Every brief is checked against the AHPRA, TGA and NDIS rules before you see it, with All Clear Audit, the 226-check audit I built, reading the pages you already have and marking which topic carries which rule. One free rework on the plan.
00
Hand over. Or keep going.
You get the map and the briefs as one document you can act on tonight. Run it in-house. Or hand it back to me: the writing is quoted separately, piece by piece, or every week on the retainer.
Want me to write it too?
Yes. The plan hands straight into the writing. Same writer, one quote. Pick what you need:
Which clinics need a plan? Probably yours.
Who do I plan for?
Physio, osteo and chiro. Dentists. Psychologists and allied health. Cosmetic and skin clinics. NDIS providers. Aged care. Specialists and GPs. Agencies with any of the above on their books. If AHPRA, the TGA or the NDIS Commission has a view on your advertising, I already know what it is.
The full list is on the industries page.
And how is this different from the last plan you were handed?
How am I different from other content strategists?
Start from a keyword list.
I start from what patients type into Google and what the two clinics above you already rank for. A plan built on volume alone writes posts nobody books from.
Hand you a spreadsheet.
You get one document you can act on tonight: each page's question, what it says, its order, and the rule to watch. A plan nobody can run is a PDF.
Don't read the rules.
Every topic is marked for AHPRA, TGA and NDIS risk before a word is written. “Book now” under a treatment name turns a blog post into advertising.
Have never written the pages.
Five years writing Australian healthcare, an MA in English, and 73 published articles on this site you can read tonight. The plan is written by someone who has to make it work in prose.
Plan, then disappear.
The plan hands straight into the writing if you want it. Same person, one quote.
One page of the plan
Page Lower back pain physio
“physio for lower back pain near me”
What the first visit involves, who treats it, what it costs.
No outcome promises
1
Blog Physio or chiro for sciatica?
“physio or chiro for sciatica”
How each approach works, and when to see a GP first.
No comparison with other practitioners
2
Page Fees and referrals
“do I need a GP referral for physio”
Plain fees, the referral rules, what a plan covers.
Every offer with its conditions
3
Blog Dry needling: what to expect
“does dry needling hurt”
What happens, how it feels, who it isn't for.
No patient stories
4
Demonstration excerpt, not a client's plan.
Still not sure this is the one you need? Three lines.
Which one do I need?
You have the pages. They read fine. Google and ChatGPT can't find them. I make them findable without rewriting your site.
Content plan this page
You don't know what to publish. I map every page and post your brand needs, in order, with what each says. You run it, or I do.
You know what you need and want it done every week. Two posts and a page, every week, checked, with the map kept current.
Questions? Same six everyone asks.
Before you ask
Questions clinics ask before they hire a content planner
Can you also write it?
Yes. The plan is quoted on its own. If you want the writing too, it's quoted separately: piece by piece, or every week on the retainer. Some clinics have a writer in-house and only want the plan and the briefs. Both are fine, and I'll say which fits once I've read your site.
Do I need this before website copy?
If your site has more than eight pages, yes. Under that, the plan happens inside the website copy job: reading your site and agreeing which pages you need is step two of every rewrite. Over eight pages, the order and the gaps need their own document first, or the rewrite fixes the wrong pages.
What do I actually receive?
One document. The map: every page and post, in order, with the search each one serves and its risk marked. A brief for every piece. A one-page guide to how your clinic sounds. Written so you can act on it tonight, with or without me.
Is a clinic blog really advertising under the AHPRA rules?
If it promotes a regulated health service, yes. There is no exemption for educational content. A post that names a treatment and ends with a booking link is advertising, so the rules apply. That's why every topic in the plan carries its risk before it's written. I write to the AHPRA advertising guidelines, the TGA advertising code and the NDIS Code of Conduct, and I show you the checks. That is not legal advice, a compliance sign-off or an AHPRA ruling. The practice stays responsible for what it publishes.
How long before a plan shows results?
Slower than anyone selling it will tell you. Rankings for new pages take three to six months to move. ChatGPT and Google's AI answers can pick up a plain, well-answered page sooner, because fewer clinics do that work. The plan sets the timeline. The report shows what moved.
What does a content plan cost, and do I need a call?
A fixed quote, in writing, within 48 hours of your email. It depends on the size of your site and how many pieces the plan covers. The writing, if you want it, is quoted separately. No sales call unless you want one.
Right. Ready when you are.
Up for freelance
Ready when you are.
A website with no plan, or a plan with no writer. Send the URL and one sentence about what you want the website to do. Within 48 hours: a fixed quote, a delivery date, and a straight answer if a plan isn't what you need.
Real person, real reply, within 48 hours.
Or book a discovery call.
Pick a time that suits you. Same person answers, and a fixed price and a date follow within 48 hours.
PS. This is the last shot from the portfolio shoot that never made it anywhere. So it lives down here now.