Why now
The shift from search to answers
A woman who suspects she is low in iron no longer types a few words into Google and picks a link. More and more, she describes how she feels to an assistant such as ChatGPT and reads one answer. The question for the clinic is no longer only how to rank on a results page. It is whether that answer names The Iron Clinic.
Ten links. She clicks two or three. Being on the first page is the whole game.
One written answer. It either names a clinic and explains why, or it does not.
Every post answers a real question in her own words, so the clinic's content matches how the question is put to an assistant.
The same details, in the same words, on the website, on every platform and in every post. An assistant that finds two versions trusts neither.
Content carries Professor Richards's name and links to guidelines and published research, which is what an answer can cite and a reader can check.
Nobody can promise that an assistant will name a clinic. What can be measured is whether it does, month by month, and that check is part of the monthly report below.
Quick wins
What an assistant finds on the site today
I read these on theironclinic.com on 25 September 2026. None of them is hard to fix, and each one gives an assistant, or a reader, two versions of the clinic to choose between.
| Item | Home page | About page |
|---|---|---|
| Year founded | "established in 2014" | "established in 2015" |
| Doctors | "Seven Doctors" | "ten specialist doctors" |
| Location name | The menu and web address spell "Hemel Hemstead"; the town is Hemel Hempstead | |
| Page description | The home page carries two sets of sharing tags, and the second reads "Home" and "Visit the post for more.", a WordPress default. The page is also marked as United States English | |
Brand
The Iron Clinic brand, as it already stands
I have not invented anything new here. Every post uses the clinic's own colours, typeface and voice, which I took from the live website on 6 August 2026 and set out in full in the brand board.
#A30F2B
#96172E
#74040E
#1D1D1B
#676B6D
#FBFCFC
Futura PT, light for headlines, book for body, as on the website.
Square corners throughout. The only curve is the mark.
British English. "Client", not "patient". Headlines end in the clinic's double full stop, as in "Low iron, heavy periods.."
What I post
Four content pillars
I place every post in one pillar, so a month always covers all four and nothing is posted for the sake of posting.
What iron deficiency is, how it feels, and who is most at risk. Plain English, one idea per post.
Guideline changes, data notes and Professor Richards's research, told for a general audience.
The questions women actually ask, answered directly. These are written to match how the question is put to an assistant.
What an infusion is like, the team, the locations. Reassurance for someone about to book.
Post formats
Post templates
Five formats cover the month. The first two are finished posts I built for the clinic in August; the rest are the new templates.
Carousel, five slides
The workhorse for Instagram and Facebook. Cover, three points, and a close that points to the clinic.
Short video, 9:16
For TikTok, Instagram Reels and Facebook Reels. About 30 seconds, one person speaking to camera, with the key line on screen at each step.
theironclinic.com
Where
Platform plan
I make each post once and adapt it for three platforms, so twelve posts a month appear everywhere without twelve times the work.
| Platform | Who it is for | What goes there | How it links back |
|---|---|---|---|
| Aimed at women looking into their symptoms, and the friends they share posts with | Carousels, single posts, short videos as Reels | Link in profile to a matching page on theironclinic.com | |
| TikTok | Aimed at younger women | Short videos with on-screen text, and carousels as photo posts | Profile link, and the clinic name said and shown in every video |
| Aimed at an older audience and local community groups | The same carousels and videos, with a fuller caption | Direct link in the post to the matching page |
Rhythm
A month of content
Twelve posts, three a week, across the four pillars. The two outlined in red are the short videos, if the video option is chosen; otherwise they run as carousels.
What iron actually does in the body
Can my iron be low if my blood count is normal?
Heavy periods and the change in guidance on ferritin testing
What happens during an infusion, step by step
Low iron, heavy periods..
How long do iron tablets take to work?
The iron gap: a data note on replenishing stores
Tired all the time? It might be your iron
Meet the team
Is iron deficiency common in pregnancy?
A research note from Professor Richards
Our locations
Example content
Three posts, written in full
Drafts for you to read. Nothing here names a medicine brand, and I keep a reference behind every claim.
Safeguards
Clinical and advertising safeguards
Prescription-only medicines cannot be advertised to the public in the United Kingdom (Human Medicines Regulations 2012). Posts talk about intravenous iron in general; any comparison of named products stays in material for clinicians.
I keep each claim with its source, and every post carries "general information, not medical advice". Posts point to a doctor, never replace one.
I take clinic numbers such as doctors, locations and infusions given from one agreed list, so posts never contradict the website.
Accountability
The monthly report
One page from me in the first week of each month, saying what worked, what did not, and what I will change next month.
How many people saw the posts, and how many new followers each platform gained.
Saves, shares and comments, which show what people found worth keeping or passing on.
Clicks through to theironclinic.com from each platform, and which posts sent them.
Booking enquiries that mention social media, if the clinic can share that number.
Ten questions women ask about iron, put to ChatGPT and similar assistants each month, with a record of whether The Iron Clinic is named in the answer.
The three changes the numbers point to, which I agree with you before I plan the next month.
How it runs
Monthly process
Your ideas, in one tap
Idea inbox
The best posts will come from what you see and think during a clinic day. So it should take you seconds to pass an idea to me, with no app to learn and nothing to log in to. My suggestion is a one-tap shortcut on your iPhone; how it works in the end is something to settle together.
It is built in Apple's own Shortcuts, already on every iPhone. I set it up with you once.
A link or half a sentence is enough. I turn it into the post and bring it back to you as a draft.
The monthly report lists which of your ideas became posts, and how they did.
To start
What I need from The Iron Clinic
| Item | Why |
|---|---|
| Access to the three accounts | To schedule posts and read the numbers for the report. Instagram and Facebook can grant access without sharing a password |
| The agreed clinic details | Founding year, number of doctors, locations and infusions, so every post matches |
| The typeface licence | Confirmation from the website designer that Futura PT can be used on social media |
| Janine and Lynn's strategy | So the posts support the clinic strategy rather than run beside it |