Let's build your content strategy before we arrive.
This takes around 15 minutes. Your answers shape every hook, script, and piece of content we create. The more detail you give us, the better your content will be.
1
Business
Clinic basics and contact info
2
Your Clients
Avatar, pain points, objections
3
Content & Brand
Goals, style, and positioning
4
Shoot & Goals
Logistics and aspirations
🎙 Tip: Most questions have a voice button — speak your answers for richer, more natural responses. Works best in Chrome or Edge on desktop.
Section 1 of 7
Business & Location
The basics our team needs before we arrive. Takes 2 minutes.
Clinic Details
Clinic / Practice Name *
Owner Name *
Clinic Address
Main Contact (name + number)
Years in Business
Brief Brand Mission / What You Stand For
✦Social Media Links
Share links to all active profiles so our team can review your content before the shoot.
Instagram
TikTok
Facebook
YouTube
Website
1What treatments or services do you offer?
List all main treatments. Focus on your highest-revenue or most-booked services.
2What is your star / hero treatment right now?
The one service you want to build the most content around this shoot.
3Where are you based and what areas do you serve?
Town/city plus any surrounding areas you attract clients from.
4Who are your main local competitors?
Names if known, or describe the type of clinics you're competing with. This helps us position your content.
5What makes you genuinely different from your competitors?
Be specific. What do you do that they don't, or do better? This becomes the foundation of your content narrative.
6Do you have reviews? If so, where are they?
Select all that apply and paste a link if you can. Reviews are powerful social proof for content and ads.
Google
Trustpilot
Facebook
RealSelf
Fresha
Other
No reviews yet
7Any certifications, qualifications, or awards worth knowing about?
These build instant trust in content and ads. Include anything that makes you credible — training, accreditations, competitions, press features.
8Brand assets — what do you have available?
Share links (Google Drive, Dropbox, WeTransfer etc.) or describe what you have. Our team needs these before editing begins.
Logo Files (link or describe)
Brand Guidelines / Style Guide
Font Files
Brand Colours (hex codes if known)
Existing Content / B-Roll (link or describe)
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Section 2 of 7
Ideal Client Avatar
The more precisely we know who we're talking to, the better every hook, script, and ad will perform.
9Describe your ideal client — age, gender, and stage of life.
Be as specific as possible. Include their lifestyle, what they do, and where they're at in life.
Age Range
Gender
Stage of Life
10What types of skin concerns or demographics do your clients typically represent?
Select all that apply.
Anti-ageing / skin laxity
Pigmentation
Acne / acne scarring
Body contouring / fat loss
Hair restoration
Redness / rosacea
Skin texture / pores
Lip / facial volume
General wellness
11What are your clients' top 3 pain points or concerns?
Be brutally honest here — the more real this is, the better our content will resonate. What are they actually feeling, saying to friends, or Googling at 11pm?
12What objections do clients typically raise before booking?
Be brutally honest — this helps us pre-handle objections in content before they even enquire. What are the real reasons people don't book, not the polite excuses?
13What is your client's buying mindset, psychographics, and values?
How do they make decisions? What are their interests, lifestyle, and what matters most to them? Select all that apply and add anything below.
Natural-looking results
Safety and qualifications
Premium experience
Proven technology
Value for money
Personal relationship with practitioner
Convenience / location
Health-conscious lifestyle
Socially active / image-aware
Needs education before buying
Influenced by peers / social media
14What outcome or transformation does your ideal client want most?
Not the treatment — the result. How do they want to look or feel after?
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Section 3 of 7
Social Media & Content Goals
Help us understand where you are now and where you want to get to.
15What is your current social media situation?
Describe your current presence — what's working, what's not, and how consistent you've been.
16What are your current biggest challenges in marketing or sales?
Be honest — understanding what's broken or stuck helps us build content and strategy that actually fixes it.
17What are your main content goals?
Select everything that applies to this shoot.
Ad creatives for Meta
Organic Instagram / TikTok growth
Build practitioner authority
Treatment explainer videos
Patient testimonials
Before / after showcase
Clinic tour / team intro
Launch a new treatment
Generate enquiries / bookings
18Which platforms are you most active on or want to grow?
Instagram
TikTok
Facebook
YouTube
LinkedIn
19Has any content you've put out performed particularly well?
Any posts, reels, or themes that got more reach, saves, or enquiries than usual? Even rough observations help.
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Section 4 of 7
Brand & Positioning
How you want to be perceived shapes every piece of content we create.
20How do you want to be perceived online by your audience?
Select all that apply, then add anything extra below.
Medical authority
Luxury & premium
Warm & approachable
Cutting-edge technology
Natural results
Results-driven
Trustworthy & safe
Inclusive & welcoming
Educational / informative
21What do you want people to say about your brand?
If a client was recommending you to a friend, what would you want them to say?
22What do you NOT want your brand to be perceived as?
Just as important. What associations, vibes, or comparisons do you want to avoid?
23What is your preferred content tone and style?
Select all that feel right for your brand. We'll use this to shape scripts, hooks, and editing style.
Educational & informative
Warm & conversational
Confident & direct
Emotional & story-led
Luxurious & aspirational
Light-hearted & humorous
Raw & authentic / unfiltered
Clinical & evidence-based
Empowering / motivational
24Competitor content or campaigns you absolutely admire?
What are they doing well? What makes it work? Could be a competitor, a clinic in another area, or anyone in the industry. Be specific if you can.
25Competitor content or campaigns you absolutely hate?
What makes you cringe? What does the industry do that you'd never want associated with your brand? This tells us just as much as what you love.
26Any brands, creators, or clinics you'd like us to reference for style or tone?
Examples you admire beyond just your direct competitors — aesthetics, beauty, wellness, or any industry. Share handles or links if you have them.
27Where do you sit on the pricing spectrum in your market?
This shapes how we write and position your content.
Mid-range
CompetitiveMidUltra-premium
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Section 5 of 7
Treatments & Shoot Content
Help us plan exactly what we're creating on shoot day.
21Which specific treatments do you want to focus on this shoot?
List in priority order — we'll build scripts and shot lists around these.
22Are you able to source 4–5 models for the shoot?
Real clients or models receiving treatments on camera make for the most powerful content.
Yes — I can confirm 4–5 models
Possibly — I'll try to arrange
1–2 models only
No models this shoot
23Do you have clients willing to provide testimonials on shoot day?
Testimonials are one of the highest-converting content types. Even one is hugely valuable.
Yes — confirmed client(s) booked
Possibly — I'll try to arrange
Not this shoot
Past clients could record remotely
24What questions do clients ask you most frequently?
List 5–10 if you can. These become your best performing educational content hooks.
25What are the biggest myths or misconceptions in your field that you want to address?
Myth-busting content consistently outperforms. What do clients get wrong about your treatments or industry?
26Areas of expertise you or your team are most passionate about?
What topics could you talk about all day? This is where your best authority content comes from.
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Section 6 of 7
Aspirations & Goals
Help us understand what success looks like for you over the coming months.
27What is your 3-month goal from working with HWM?
Be as specific as possible — bookings, revenue, follower growth, enquiry volume, anything measurable.
28What does long-term success look like for your clinic?
12 months and beyond — revenue, brand, team, reputation, or anything else that matters to you.
29What KPIs matter most to you?
How do you want to measure our work together? Select all that matter.
Number of enquiries / leads
Booked consultations
Show rate
Conversion to paid treatment
Revenue generated
Average treatment value
Instagram followers / reach
Cost per lead
Return on ad spend (ROAS)
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Section 7 of 7
Filming & Logistics
The practical details for shoot day. We'll confirm everything with you beforehand.
30Shoot date and time
Shoot Date
Start Time
31Who will be on camera on shoot day?
Name, role, and camera confidence level for each person. We'll tailor our direction accordingly.
32On a scale of 1–10, how confident are you on camera overall?
Helps us calibrate how much scripting, direction, and warm-up time to plan for.
5
1 — Very nervous5 — OK10 — Very confident
33What areas of the clinic will be available for filming?
Let us know what spaces we'll have access to so we can plan the shot list.
Reception / waiting area
Treatment room(s)
Consultation room
Outdoor / exterior
Staff area / behind the scenes
34What props or materials will be available on shoot day?
Products, devices, tools, uniforms, brand materials — anything that could be used in shots.
35Are there any team members or roles you'd like to formally introduce on camera?
Team intro content builds trust and humanises your brand. Who would you like to feature?
36Is there anything you want to avoid in your content?
Topics, styles, comparisons, or anything off-limits. Optional but useful.
37Anything else you want our team to know before the shoot?
Context, logistics, upcoming launches, sensitivities — anything that helps us deliver better content.
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✓
You're all set.
Our team will review your answers before your shoot day and be in touch to confirm your shot list and any follow-up questions.
Questions? Message us on WhatsApp or contact your account manager.