Content Strategy Proposal — San Antonio, Texas
Month 1 Content Plan
4 Weeks · 4 Platforms · 3 Psychographics · 16 Posts
📅 Weeks 1–4
🎯 The Confused · The Traumatized · High Performers
📱 TikTok · IG Reels · Facebook · YT Shorts
🎨 Graphics + Clinic Footage
🏝 San Antonio, TX
Prepared by Sprocket Media Hub · For Merlin Direct Primary Care · Confidential
01
Strategic Foundation
Month 1 is about one thing: testing what resonates. No paid spend yet. We publish organic, track what stops scrolls, and use that data to build Month 2's paid strategy. Every post traces back to one of three psychographics drawn directly from our audience analysis. The 4 questions per psychographic come from the Content In Context document and are deployed sequentially across the 4 weeks.
Content Mix
| 50% | Education / Awareness — What is DPC, how it works, why it exists. Speaks to The Confused. Drives search intent and saves. Targets San Antonio families navigating insurance confusion. |
| 30% | Emotional / Trust — Naming the pain of the broken system. Clinic footage, behind-the-scenes. Speaks to The Traumatized. High resonance in SA’s underserved patient population. |
| 20% | Performance / Value — ROI framing, access, efficiency. Speaks to High Performers. Targets SA entrepreneurs, military professionals & executives. |
Platform Strategy
TikTok
Primary discovery engine. Hook in 2 seconds. Education-first. Repurpose every TikTok to Reels and Shorts immediately.
IG Reels
Visual storytelling + trust. Clinic footage performs well here. Shared by The Confused and The Traumatized.
Facebook
High Performers + SA family audience. Longer captions work. Boost 2 best performers in Week 4 with $50–100 test budget.
YT Shorts
SEO long game. Repurpose TikToks. Use exact-match titles: “Direct Primary Care San Antonio,” “DPC Texas.” No extra production.
02
Audience Psychographics
Each psychographic has a primary question from the Content In Context analysis, plus 3 follow-up angles. These 4 questions anchor the 4 weeks of content for that segment. All three run simultaneously across the month.
Psychographic 01
The Confused
Clarity · Transparency · Simplicity
📌 Q1: “Do you actually know what you’re paying for every month with your health insurance?”
📌 Q2: “Why does getting healthcare feel harder than filing taxes?”
📌 Q3: “When was the last time your healthcare felt personal instead of procedural?”
📌 Q4: “Have you ever received a medical bill you couldn’t explain?”
📌 Q3: “When was the last time your healthcare felt personal instead of procedural?”
📌 Q4: “Have you ever received a medical bill you couldn’t explain?”
Psychographic 02
The Traumatized
Safety · Trust · Being Heard
📌 Q1: “When was the last time a doctor truly listened to you without rushing you?”
📌 Q2: “Have you ever left a doctor’s office feeling unheard?”
📌 Q3: “What if your doctor gave you the time your health actually deserves?”
📌 Q4: “Do you feel like your doctor knows you… or just your chart?”
📌 Q3: “What if your doctor gave you the time your health actually deserves?”
📌 Q4: “Do you feel like your doctor knows you… or just your chart?”
Psychographic 03
The High Performers
Optimization · Efficiency · Competitive Edge
📌 Q1: “When was the last time you called your doctor and they responded within 15 minutes?”
📌 Q2: “What happens to your business or performance when your health isn’t at 100%?”
📌 Q3: “If your body is your greatest asset, how intentional are you about maintaining it?”
📌 Q4: “Why do high performers accept slow, reactive healthcare?”
📌 Q3: “If your body is your greatest asset, how intentional are you about maintaining it?”
📌 Q4: “Why do high performers accept slow, reactive healthcare?”
03
30-Day Content Calendar
16 posts · 4 per week · Mon / Tue / Thu / Sat · Each week deploys the next question from each psychographic sequentially. San Antonio context woven in throughout.
LEGEND:
Confused
Traumatized
High Perf
Boost Post
W1
Establish the Problem — Primary Questions
Theme: Each psychographic’s Q1. Naming the problem loudly and clearly. San Antonio audience cold traffic.
| Day | Persona | Format | Title, Hook & Question Used | Platforms |
|---|---|---|---|---|
| Monday | Confused | Graphic / Text Video |
Q1 — Primary Question
Do You Actually Know What You’re Paying For?
“Most San Antonio families pay $500+/mo for health insurance and can’t explain a single line of their bill. Here’s what DPC gives you instead.”
📍 San Antonio angle: local cost-of-living hook
|
TikTok · Reels · YT Short |
| Tuesday | Traumatized | Clinic Footage |
Q1 — Primary Question
When Was the Last Time a Doctor Truly Listened to You?
“No rush. No clipboard countdown. No 7-minute timer. Just Dr. Ramón, actually listening. This is what a real appointment looks like at Merlin DPC.”
📍 Clinic footage from Merlin’s San Antonio location
|
Reels · TikTok · Facebook |
| Thursday | High Perf | Stat Graphic |
Q1 — Primary Question
When Did You Last Call Your Doctor and Get a Response in 15 Minutes?
“San Antonio entrepreneurs: the average wait to see a doctor is 26 days. At Merlin DPC, same-day. Your business can’t afford reactive healthcare.”
📍 SA entrepreneur / military professional angle
|
Facebook · Reels |
| Saturday | Confused | Comparison Graphic |
Q1 — Reinforcement
Traditional Insurance vs. Merlin DPC — Side by Side
“Same doctor. Same care. Completely different experience. This is what changes when insurance leaves the room.”
📍 Texas-specific insurance cost data in graphic
|
Facebook · Reels · YT Short |
W2
Deepen the Wound — Q2 Angles
Theme: Frustration & bureaucracy. Make each segment feel deeply understood before introducing the solution.
| Day | Persona | Format | Title, Hook & Question Used | Platforms |
|---|---|---|---|---|
| Monday | Confused | Text Video / Reel |
Q2 — Bureaucracy Angle
Why Does Getting Healthcare Feel Harder Than Filing Taxes?
“Pre-authorizations. Referrals. Deductibles. Copays. Out-of-network fees. The US healthcare system was not designed for you. DPC was.”
📍 Relatable to SA families managing multiple kids’ healthcare
|
TikTok · Reels · YT Short |
| Tuesday | Traumatized | Clinic Footage |
Q2 — Feeling Dismissed
Have You Ever Left a Doctor’s Office Feeling Unheard?
“You came in with a real concern. You left with a pamphlet and a 3-week follow-up. That’s not care — that’s a system protecting itself. Merlin DPC is different.”
📍 Resonates deeply with SA’s underserved patient community
|
TikTok · Reels · Facebook |
| Thursday | High Perf | ROI Graphic |
Q2 — Performance Impact
What Happens to Your Business When Your Health Isn’t at 100%?
“Every day you’re not performing at your peak, it costs you. Reactive healthcare is a hidden business expense. Merlin DPC is the fix.”
📍 SA business owner / military veteran angle
|
Facebook · Reels |
| Saturday | Traumatized | Behind the Scenes |
Q2 — Clinic Story
A Day at Merlin DPC — What Care Actually Looks Like
“What does a clinic look like when the doctor has time for you? Walk in with us. No waiting room anxiety. No rushed goodbye. Just care.”
📍 B-roll from Merlin’s Cinnamon Creek location, San Antonio
|
TikTok · Reels · YT Short |
W3
Introduce the Solution — Q3 Angles
Theme: Pivot to hope and possibility. Show Merlin as the answer to the wound named in Weeks 1–2. Build trust with proof.
| Day | Persona | Format | Title, Hook & Question Used | Platforms |
|---|---|---|---|---|
| Monday | Confused | Explainer Graphic |
Q3 — Personal vs. Procedural
When Was the Last Time Your Healthcare Felt Personal?
“At Merlin DPC, Dr. Ramón knows your name, your history, and your goals — not just your chart. One flat monthly fee. No insurance middleman. Pure care.”
📍 What is DPC explainer — great for SA cold audience
|
TikTok · Reels · YT Short |
| Tuesday | Traumatized | Clinic Footage |
Q3 — Time & Attention
What If Your Doctor Gave You the Time Your Health Actually Deserves?
“Not 10 minutes. Not 15. As long as it takes. At Merlin DPC, your appointment ends when you’re ready — not when the clock runs out.”
📍 You can text Dr. Ramón directly — powerful differentiator for SA
|
Reels · TikTok · Facebook |
| Thursday | High Perf | Value Graphic |
Q3 — Asset Mindset
If Your Body Is Your Greatest Asset, How Intentional Are You About Maintaining It?
“You maintain your car. You protect your investments. Your health deserves the same proactive attention. Merlin DPC: healthcare built for the way high performers think.”
📍 SA military & executive professionals — strong resonance
|
Facebook · Reels |
| Saturday | Confused | Myth-Bust Graphic |
Q3 — Cost Myth
“Isn’t DPC Just for Rich People?” — Busted
“Merlin DPC starts at $150/month in San Antonio. That’s less than most families spend on copays and urgent care visits combined. Let’s do the math.”
📍 San Antonio cost-of-living math — highly shareable locally
|
Facebook · TikTok · Reels |
W4
Convert & Call to Action — Q4 Angles
Theme: Final objection removal. Drive Meet & Greet bookings. First Facebook boost test on best performer from Weeks 1–3.
| Day | Persona | Format | Title, Hook & Question Used | Platforms |
|---|---|---|---|---|
| Monday | Confused | CTA Graphic |
Q4 — Bill Confusion / CTA
Have You Ever Received a Medical Bill You Couldn’t Explain?
“Surprise bills. Hidden fees. Confusing EOBs. At Merlin DPC, you know exactly what you pay — $150/month, nothing else. No surprises. Book a free Meet & Greet to see how.”
📍 Direct CTA → Meet & Greet booking link
|
TikTok · Reels · Facebook |
| Tuesday | Traumatized | Clinic Footage + CTA |
Q4 — Doctor Knows You
Do You Feel Like Your Doctor Knows You… or Just Your Chart?
“Dr. Ramón remembers your last visit, your stress, your goals. Not because it’s in a file — because he actually knows you. This is what membership feels like.”
📍 Direct CTA → Meet & Greet “come meet Dr. Ramón in person”
|
Facebook · Reels · TikTok |
| Thursday | High Perf | Direct CTA |
Q4 — Reactive Healthcare Challenge
Why Do High Performers Accept Slow, Reactive Healthcare?
“You don’t accept slow in any other area of your life. Your healthcare shouldn’t be the exception. Same-day access. Direct line to Dr. Ramón. Built for San Antonio’s best.”
📍 Direct CTA → Meet & Greet link. Target SA professionals.
|
Facebook · Reels |
| Saturday ⭐ | Best Post | Best Performer Repost |
DATA-DRIVEN SELECTION
Top Post from Weeks 1–3 (highest saves + shares)
Pull the post with the most saves + shares from Weeks 1–3. Repost with updated caption + direct Meet & Greet booking link. Put $50–100 behind it on Facebook targeting San Antonio zip codes.
📍 Geo-target: San Antonio 78240, 78249, 78230, 78258 & surrounding
|
Facebook Boost · Reels |
04
Hooks & Caption Copy
Production-Ready Copy — Agency Written
12 hooks with full caption starters — one per post in the calendar, matched to the exact question from the Content In Context audience analysis. Each caption includes a San Antonio local angle and a direct Meet & Greet CTA.
The Confused — Q1 through Q4
Tone: Clear · Non-condescending · Empowering · Educational
Q1 — Week 1, Monday
Primary Hook
“Do you actually know what you’re paying for every month with your health insurance?”
Caption
Most San Antonio families spend $400–$600/month on health insurance — and still can’t explain their deductible, their EOB, or why urgent care cost $200 when they “have insurance.” At Merlin DPC, you pay one flat monthly membership. No copays. No surprise bills. No middleman making decisions about your care. Book a free Meet & Greet with Dr. Ramón — no commitment. Just clarity. 🔗 Link in bio.
Format: Graphic / Text Video · Platforms: TikTok · IG Reels · YT Short
Q2 — Week 2, Monday
Bureaucracy Angle
“Why does getting healthcare feel harder than filing taxes?”
Caption
You need a referral to see a specialist. The specialist needs pre-authorization. The pre-authorization takes 2 weeks. And somewhere in there, you still feel unwell. The American healthcare system wasn’t designed for your convenience — it was designed for insurance companies. Direct Primary Care removes all of it. One doctor. One fee. Direct access. 🔗 Free Meet & Greet link in bio.
Format: Text Video / Reel · Platforms: TikTok · IG Reels · YT Short
Q3 — Week 3, Monday
Personal vs. Procedural
“When was the last time your healthcare felt personal instead of procedural?”
Caption
At Merlin DPC in San Antonio, Dr. Ramón knows your name before you walk in. He knows your last visit. Your goals. Your stress levels. Not from a chart — because he actually knows you. That’s what Direct Primary Care is: one flat monthly membership, one doctor who has time for you. 🔗 Free Meet & Greet in bio.
Format: Explainer Graphic · Platforms: TikTok · IG Reels · YT Short
Q4 — Week 4, Monday
Bill Confusion / CTA
“Have you ever received a medical bill you couldn’t explain?”
Caption
EOBs. Surprise facility fees. Out-of-network charges you didn’t know about. The average American spends hours every year disputing medical bills. At Merlin DPC San Antonio, there is no bill to dispute. $150/month. That’s it. Unlimited visits. Direct doctor access. No surprises. Book a free Meet & Greet — see exactly what you get before you commit. 🔗 Link in bio.
Format: CTA Graphic · Platforms: TikTok · IG Reels · Facebook
The Traumatized — Q1 through Q4
Tone: Warm · Validating · Never dramatic · Quietly powerful
Q1 — Week 1, Tuesday
Primary Hook
“When was the last time a doctor truly listened to you without rushing you?”
Caption
Not a 7-minute appointment. Not a rushed assessment before your time ran out. Actually listened — to your symptoms, your worries, your life. At Merlin DPC, Dr. Ramón has built a practice where time is never the enemy. Because real care can’t be rushed. Book a free Meet & Greet in San Antonio. No commitment — just a conversation. 🔗 Link in bio.
Format: Clinic Footage · Platforms: Reels · TikTok · Facebook
Q2 — Week 2, Tuesday
Feeling Dismissed
“Have you ever left a doctor’s office feeling unheard?”
Caption
You came in with a real concern. You described your symptoms. And you left with a generic prescription and a follow-up in 6 weeks. That’s not care — that’s a system protecting its throughput. Merlin DPC was built for the patients the traditional system failed. Come meet Dr. Ramón. 🔗 Free Meet & Greet, link in bio.
Format: Clinic Footage · Platforms: TikTok · Reels · Facebook
Q3 — Week 3, Tuesday
Time & Attention
“What if your doctor gave you the time your health actually deserves?”
Caption
At Merlin DPC, your appointment ends when you’re ready — not when the clock runs out. Dr. Ramón doesn’t see 30 patients a day. He sees the right number to give every single one real time and attention. You can even text him directly. That’s not a luxury — that’s what medicine was supposed to be. 🔗 Free Meet & Greet in bio.
Format: Clinic Footage · Platforms: Reels · TikTok · Facebook
Q4 — Week 4, Tuesday
Human Connection / CTA
“Do you feel like your doctor knows you… or just your chart?”
Caption
At Merlin DPC, Dr. Ramón remembers your last conversation, not just your last lab results. He asks about your stress, your sleep, your goals — because your health doesn’t exist in isolation. This is what a real doctor-patient relationship looks like. Come experience it. Free Meet & Greet — no pressure, no commitment. 🔗 Link in bio.
Format: Clinic Footage + CTA · Platforms: Facebook · Reels · TikTok
The High Performers — Q1 through Q4
Tone: Direct · Premium · Efficiency-first · No fluff
Q1 — Week 1, Thursday
Primary Hook — Access
“When was the last time you called your doctor and they responded within 15 minutes?”
Caption
San Antonio entrepreneurs and executives: the average wait to see a primary care physician is 26 days. Your competitor isn’t waiting 26 days. At Merlin DPC, same-day appointments and direct access to Dr. Ramón by text or call. Healthcare finally built for the way you move. 🔗 Free Meet & Greet — link in bio.
Format: Stat Graphic · Platforms: Facebook · IG Reels
Q2 — Week 2, Thursday
Performance Impact
“What happens to your business or career when your health isn’t operating at 100%?”
Caption
Fatigue. Brain fog. Unmanaged stress. Ignored symptoms that turn into bigger problems. Every day you’re not at your peak, it costs you — in decisions, in energy, in output. Reactive healthcare is a hidden business expense. Merlin DPC is the proactive alternative: direct access, same-day care, a doctor who tracks your performance like you track your metrics. 🔗 Link in bio.
Format: ROI Graphic · Platforms: Facebook · IG Reels
Q3 — Week 3, Thursday
Asset Mindset
“If your body is your greatest asset, how intentional are you about maintaining it?”
Caption
You service your vehicle on schedule. You protect your investments with advisors. You optimize your team. And then you wait 4 weeks for a doctor’s appointment when something goes wrong. High performers don’t do reactive. Merlin DPC gives you a physician who proactively tracks your health — before problems show up. 🔗 Free Meet & Greet, link in bio.
Format: Value Graphic · Platforms: Facebook · IG Reels
Q4 — Week 4, Thursday
Reactive Challenge / CTA
“Why do high performers accept slow, reactive healthcare?”
Caption
You don’t accept slow in any other area of your life. You fire vendors who waste your time. You optimize systems that don’t work. And then you wait 3 weeks for a primary care appointment. Merlin DPC San Antonio: same-day access, direct line to Dr. Ramón, proactive care built for high performers. Stop accepting the standard. 🔗 Free Meet & Greet — link in bio.
Format: Direct CTA · Platforms: Facebook · IG Reels
05
KPIs & Execution Rules
Month 1 is a data-gathering exercise disguised as a content launch. These KPIs tell you what’s working before you spend a dollar on paid ads in Month 2.
Month 1 Success Metrics
16
Posts Published
4/week · 4 weeks
3+
Meet & Greet Bookings
From organic only
10%+
Avg. Engagement Rate
Saves + Shares ÷ Reach
1
Boost Test
Week 4 · $50–100 Facebook
2+
High-Save Posts
→ Month 2 paid ads
100+
Follower Growth
Combined all platforms
The 5 Non-Negotiable Rules
| 01 | Every post traces back to a psychographic AND a specific question. Each of the 12 primary posts answers one of the 4 questions per segment in sequence. If it doesn’t map to the matrix, don’t post it. |
| 02 | Saves and shares beat likes. A save means someone will return. A share means free distribution. Track these every Thursday — never wait until month end. |
| 03 | Every CTA goes to one place: the Merlin DPC Meet & Greet booking link. Not the homepage. Not the about page. One URL. Track clicks weekly in a shared sheet. |
| 04 | Repurpose everything, no exceptions. Every TikTok → Reel + YT Short. Every Facebook graphic → Story. One shoot, four placements. Zero extra production cost. |
| 05 | Week 4 Saturday is a data decision — not a creative one. The boosted post is chosen by metrics, not opinion. Whoever has the most saves + shares from Weeks 1–3 wins the $50–100 boost. No exceptions. |
What You’ll Know at End of Month 1
- Which of the 3 psychographics resonates most with Merlin’s San Antonio audience
- Which of the 4 questions per segment generates the most saves and comments
- Which platform drives the most profile visits and Meet & Greet click-throughs
- Whether clinic footage or designed graphics perform better for this brand
- Which San Antonio-specific angles (cost, access, military, family) land hardest
- The exact posts and psychographics to invest paid budget in — Month 2, zero guesswork