Email + Social Campaign Proposal

Triple Crown Chiropractic

August 2026

A patient-story marketing system built to turn the practice's existing education and case-style ideas into appointment demand across email, organic social, paid social, and Google Ads.

20-email campaignMeta + organic socialGoogle Ads tie-inHealthcare-aware

Core asset20 emailsPatient-story campaign

Social rollout60+ postsShort-form adaptations

Ad angles5 tracksBack, neck, sciatica, headaches, shoulder

Primary goalNew visitsConsultation bookings

Launch window30 daysBuild, approve, deploy

CMO recommendation

Campaign strategy

The idea is strong because it leads with story, not a hard medical claim. Each email should open with a relatable patient situation, explain the clinical thinking in plain English, and move the reader toward a low-friction consultation request.

Positioning

Triple Crown becomes the local guide for people who have been normalizing pain, stiffness, headaches, sciatica, or reduced mobility.

Audience

Existing patients, inactive patients, referral audiences, and cold local prospects in Walton, Covington, and nearby Northern Kentucky communities.

Primary CTA

Schedule a consultation or request an appointment. The CTA should stay consistent so every channel trains the same behavior.

The 20-email patient story campaign

The email sequence should run as a nurture and reactivation campaign. These 20 subjects and angles follow the patient-story campaign concept supplied for Triple Crown, then organize it into a proposal-ready rollout.

Email sequenceStory-led subjects and patient visit intent

Email	Subject	Core angle
1	I Almost Didn't Meet This Patient...	Pain had become normal until the patient decided to get checked.
2	Your MRI Might Not Tell the Whole Story	Movement, compensation, posture, and nerve irritation can matter even when imaging looks normal.
3	The Neck Pain That Was Actually Causing Headaches	Headache frequency can be connected to upper-neck restriction and tension.
4	Why Your Back Hurts Every Morning	Morning stiffness may be a signal that joints and muscles need help moving again.
5	Sciatica Isn't Always What You Think	Leg pain should be evaluated before assuming surgery is the only path.
6	"I Just Thought I Was Getting Older"	Aging is real, but constant pain does not have to be accepted as normal.
7	The Shoulder Pain That Wouldn't Go Away	Shoulder pain can have multiple causes, so guessing is the wrong strategy.
8	Knee Pain Doesn't Always Start at the Knee	Hip, ankle, gait, and spine mechanics can overload the knee.
9	The Athlete Who Didn't Want Surgery	An active patient wants to compete again, not just feel less pain.
10	Pregnancy Shouldn't Mean Constant Pain	Pregnancy changes movement, posture, ligaments, and comfort, but support may help.
11	The Cost of Waiting	Waiting can create more compensation; earlier evaluation can make the path easier.
12	Stretching Wasn't Fixing It	Stretching helps, but the wrong target will not solve a joint or movement issue.
13	Why Pain Moves Around	Neck, shoulder, and upper-back symptoms can shift as the body compensates.
14	The Little Things Matter Most	Pain steals everyday moments before it steals big events.
15	You Don't Need to Be in Severe Pain	Small problems are often easier to address before they become larger.
16	Your Body Is Designed to Move	When joints move well, muscles, circulation, inflammation, and performance can improve.
17	Every Patient Is Different	Two people can have the same symptom but need different treatment plans.
18	Why We Spend So Much Time Listening	The first conversation reveals when it started, what worsens it, and what has already been tried.
19	Imagine Six Months From Now	Paint the future state: waking up, traveling, and enjoying family activities with less pain focus.
20	This Is Your Invitation	Final no-pressure invitation to get evaluated and understand the available options.

Email execution plan

List approach

Segment current patients, inactive patients, new leads, and downloaded-resource leads.
Send two emails per week for ten weeks, or one email per week for a slower twenty-week nurture.
Keep every email short, story-first, and focused on one patient concern.
Use reply-friendly language so patients can ask questions instead of only clicking a button.

Compliance guardrails

Use anonymized or composite stories unless written patient authorization exists.
Avoid implying a specific reader has a medical condition.
Include accurate sender information, a physical mailing address, and an unsubscribe option.
Do not promise cures, guaranteed outcomes, or specific results from care.

Social media rollout

Each email becomes a social content cluster. This prevents the campaign from depending on one channel and gives the practice consistent visibility while the email list is being nurtured.

Organic social

Turn each email into one educational post, one short story post, and one question-style engagement post.
Record Dr. Simms giving a 30-60 second plain-English version of the strongest emails.
Post location-aware content for Walton and Covington without making the feed feel repetitive.
Use appointment CTAs sparingly but consistently at the end of story and education posts.

Paid social

Promote the strongest story angles as awareness and traffic campaigns.
Use benefit-led copy such as "Chiropractic care for back pain, neck pain, headaches, and sciatica in Northern Kentucky."
Avoid copy like "Do you have back pain?" because health-related personal-attribute wording can trigger Meta policy issues.
Retarget broad website visitors carefully and avoid uploading sensitive health-condition lists.

Google Ads tie-in

Google Ads should capture the demand created by email and social. When someone sees the story campaign and later searches for help, Triple Crown should be present for the exact condition and location terms.

Search campaign tracks

Chiropractor Walton KY and chiropractor Covington KY
Back pain chiropractor near me
Sciatica chiropractor Northern Kentucky
Neck pain and headache chiropractor
Shoulder pain and sports injury chiropractor

Landing page alignment

Send condition keywords to matching condition pages instead of the homepage.
Use one appointment CTA across landing pages, emails, and ads.
Track calls, forms, and appointment requests separately by channel.
Use the email/social stories to inform ad headlines and landing-page FAQs.

Recommended launch plan

30-day setup and rollout

Phase	Work	Outcome
Week 1	Finalize campaign angle, list segments, compliance review, and CTA path.	Approved campaign map.
Week 2	Write and format all 20 emails plus social post adaptations.	Ready-to-schedule content library.
Week 3	Build email automation, tracking links, Meta audiences, and Google Ads campaign structure.	Launch-ready system.
Week 4	Launch email sequence, publish first social wave, and activate Google Ads demand capture.	Live campaign with early reporting.

Suggested budget structure

Content and setup

Campaign copywriting, email buildout, automation setup, landing-page adjustments, tracking, and creative prep can be billed from the existing development/content rate structure.

Ongoing management

Paid social and Google Ads management can follow the existing 20% of ad spend model. Organic social scheduling and email reporting can be scoped as a monthly add-on if they want Local Business Search handling execution.

Policy references used

Why the copy stays careful

Meta Advertising Standards restrict ads that imply personal attributes such as health conditions: https://transparency.meta.com/policies/ad-standards/objectionable-content/privacy-violations-personal-attributes/
Google Ads restricts health-related personalized advertising: https://support.google.com/adspolicy/answer/16701855
FTC CAN-SPAM guidance requires accurate headers, non-deceptive subject lines, sender address, and opt-out handling: https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business
HHS HIPAA guidance requires authorization for marketing uses or disclosures of protected health information unless an exception applies: https://www.hhs.gov/hipaa/for-professionals/privacy/guidance/marketing/index.html

Approve campaign buildout

Recommended next step: approve the campaign direction, confirm the email platform/list source, and decide whether Local Business Search will also manage organic social scheduling.

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