ReynJison.
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Case studyHealthcare · Podiatry

Grandville Foot & Ankle

A healthcare content and creative system for a podiatry practice in Grandville, Michigan — patient education, content calendars, video and website conversion support.

  • Healthcare content
  • Content calendars
  • Video editing
  • AI-assisted creative
  • Visual QA
Need a similar system?Practice website(opens in a new tab)
Client
Grandville Foot & AnklePodiatry practice
Industry
Healthcare · Podiatry
Location
Grandville, Michigan, USA
Engagement
Ongoing — marketing, content and creative production (remote)
Status
Ongoing
Platforms
Social media · Print design · Video editing · AI image & video tools

System map

Healthcare content pipeline

Key step Control point

  1. 01Topics

    • Orthotics & flat feet
    • Heel & Achilles pain
    • Nail care
    • Pediatric care
    • ESWT · laser · regenerative

  2. 02Produce

    • Plan & write
    • Design print & social
    • Edit video

  3. 03Review

    • Clinical accuracy
    • Consent check
    • Export QA

  4. 04Publish

    • Social
    • Print & signage
    • Website & video
Service-line topics move through production and review before they reach patients.Clinical review and patient consent sit with the practice.Scope diagram drawn for this portfolio — not a screenshot.

01Context

Grandville Foot & Ankle is a podiatry practice in Grandville, Michigan, focused on minimally invasive surgery and pediatric foot and ankle care. I support the practice remotely across social media planning, patient education, creative direction, video and website conversion.

Building a consistent healthcare content and creative engine while supporting patient education, video, website conversion and local social presence.

02Problem

A specialist practice needs a steady stream of patient-friendly content across social, print, video and the website — accurate, consistent in tone, never pushy, and careful with patient privacy and consent. Every piece also has to point patients toward a clear next step.

03My role

What I owned

  • Social media planning with monthly and weekly content calendars
  • Patient-education content and healthcare messaging across the practice's service lines
  • Creative design direction: pamphlets, handouts, signs, pediatric visuals and before/after graphics
  • AI-assisted creative production, directed and checked before delivery
  • Video editing — testimonial clips, a staff-experience compilation and homepage video
  • Website conversion support, appointment call-to-action concepts, brand consistency and visual QA

In collaboration

  • The practice approves clinical accuracy, treatment details and patient consent before anything is published

Platforms

Social media · Print design · Video editing · AI image & video tools

04Approach

  1. 01Set the voiceFriendly, reassuring and patient-focused — not salesy or pushy, not too clinical or cold. No overpromising, and no outcome the source doesn't support.
  2. 02Plan the calendarMonthly and weekly content calendars built around the service lines: heel pain and plantar fasciitis, orthotics and flat feet, pediatric foot care, ingrown toenails, warts, nail fungus, Achilles pain, ESWT, laser and regenerative care.
  3. 03Produce across formatsPamphlets, signs, handouts, social posts, pediatric visuals, before/after graphics and homepage footage — with AI-assisted production where it helps, and the practice website as the visual reference.
  4. 04Run a careful testimonial workflowEach question and answer becomes its own clip, consent is verified before public use, and every export is checked for streams, duration, audio and file integrity before delivery.
  5. 05Point to the appointmentHomepage video and appointment call-to-action concepts so patient education leads somewhere useful.
  6. 06Protect privacyNo patient names, faces or health details without authorization — in finished work and in drafts.

05System & deliverables

Work produced (some pieces awaiting the practice's approval)

  • Monthly and weekly content calendars
  • Patient-education pamphlets, handouts and signs
  • Social posts and pediatric visuals
  • Before/after graphics, following the practice's authorization rules
  • Testimonial Q&A clips and a staff-experience compilation
  • Homepage video footage and appointment call-to-action concepts

06Evidence

Screenshots from the project and scope diagrams drawn for this portfolio. Select one to open it larger.

07Results & impact

  • Structured patient education around the practice's service lines, in a tone that reassures rather than sells.
  • Built a testimonial workflow where consent is verified and every export is checked before delivery.
  • Applied visual QA across social, print and video to keep the brand consistent.
  • Prepared appointment call-to-action concepts so content leads patients to a next step.

No performance numbers are shown until they can be verified and shared — this section describes what was built, structured and tested.

08Lessons

  • In healthcare marketing, trust is the product: accurate claims, real patient words and clear consent matter more than clever copy.
  • Clear tone rules keep content consistent across many formats and months of production.