Social & Content Strategy Three Health Brands. One Compliant Content Engine.
UPI distributes three category-leading brands, Thermoskin, Sea-Band & SleepDoctor, into pharmacy, allied health, sports medicine and grocery. Paid & web are internal. The gap is organic social, educational blogs and video that respects the TGA Code and reinforces category leadership. How 121 Group fills it.
3 Brands
Thermoskin · Sea-Band · SleepDoctor
6–9
Posts / Week Across Brands
2–3
SEO Blogs / Month
$5K
Monthly Budget Target
TGA
Advertising Code Compliant
Healthcare Track Record
Australia’s most experienced healthcare marketing partner.
Healthcare is more than half our book, 52% of revenue in the last 24 months. Two decades specialising in the most demanding category in Australian marketing.
For UPI: three TGA-regulated consumer brands, retail-buyer relationships, HCP-adjacent audiences, category-leaders you can’t put a foot wrong with. The brief we’ve been answering for years.
$45M+
Healthcare client revenue tracked (24mo)
$6.7M+
Healthcare media managed (24mo)
6.65×
Revenue-to-media ratio
10+
Healthcare brands managed
150+
Clinics supported
1,800+
Clinicians & staff in network
52.7mo
Average client tenure (~4+ yrs)
Selected Australian healthcare clients
Adora Fertility
IVF network
ForHealth
72 medical centres
PracticeHub
Avant Group
Primary Dental
62 clinics · 4yr
Healius Pathology
ASX-listed
Avant Life Insurance
125yr medical brand
Six healthcare case studies. Real numbers, real Australian brands
Every metric verbatim from 121group.io/case-studies. ASX-listed Healius, the Avant Group, ForHealth’s 72 medical centres, Primary Dental’s 60+ clinics, the muscles directly relevant to UPI: condition-led organic content, multi-brand orchestration, regulatory-aware creative, HCP/retail-buyer audiences.
Always-on paid social + SEM + SEO + creative across Sydney, Melbourne, Brisbane, Perth. AHPRA-compliant variants at scale.
For UPI: AHPRA is tighter than TGA.
7.7K+
SEM leads
600+
Paid social leads
+109%
Organic traffic
ASX-listed
ForHealth
Primary care · 72 medical practices nationwide
Multi-location SEO + GMB + SEM across 72 centres.
Each centre optimised individually for keywords, on-page, GMB. Budget allocation that protects struggling clinics without crowding top performers. Formerly Healius, now ASX-listed.
For UPI: 72 locations is the same muscle as 3 brands.
+45%
Organic conv.
+30%
GMB actions
−58%
CPA
Avant Group
PracticeHub
Medical SaaS · B2B practice management
B2B medical-software lead-gen, built from scratch.
Avant Group’s practice-management SaaS sells to practice owners. We took catch-all SEM (1–5 leads/mo) and built unified SEM + Meta + LinkedIn driving demos at quality CPA.
For UPI: HCP-targeting at scale.
+650%
SEM traffic
+172%
SEM leads
130
Social leads
60+ clinics
Primary Dental
Dental · 4-year retainer · ahpra-regulated
62 dental practices, 4 years on, industry-benchmark CPA.
Google Ads + GMB + SEO + paid social across 62 clinics. Bookings up 92.30% MoM, CPA down 26% YoY. “Industry-benchmark results. Couldn’t ask for a better team.”, Ramya Gourri, National Marketing Manager.
For UPI: 4-year healthcare retainers are our default.
+36%
Organic traffic
+66%
GMB calls
+64%
New leads
Healius (ASX)
Healius COVID Screening
Pathology · Direct-to-consumer healthcare
New health service to category leader in under a year.
Launched a COVID Screening subsidiary for Healius Pathology, SEM + paid social at benchmark CPA. “Deep healthcare understanding paired with expert digital knowledge, benchmark CPA in a very difficult space.”, Cameron McTavish, Head of eCommerce/Marketing/Brand.
For UPI: launching healthcare consumer products is muscle memory.
5:1
SEM ROAS
10:1
Paid social ROAS
3,500
Add. purchases
125-year brand
Avant Life Insurance
Medical insurance · Specialist-doctor B2B/B2C
Doctors-only audience, CPA built from zero.
Targets practising doctors only, tight audience, no historical data. Built the baseline CPA, restructured AdWords from scratch, scaled paid social to a consistent medical-lead funnel.
For UPI: niche HCP audiences (physios, allied health, pharmacy buyers), we’ve sold to them.
385+
SEM submissions
400+
Social submissions
−63.5%
Paid social CPA
Why healthcare groups choose us (and stay)
A boutique that does compliant creative. A generalist that does multi-brand. A startup that does AI. We do all five, simultaneously, with 4+ years average client tenure.
01
Multi-brand orchestration at scale
Three UPI brands on one rhythm. One account director, one approval flow, one dashboard. Not three engagements duct-taped together.
02
TGA Advertising Code: built in
Regulatory review before publish, not after. AHPRA-trained for years, TGA is familiar territory.
03
Media at cost, always
Not relevant for UPI’s organic-only scope, but worth noting: when you’re ready to bridge organic + paid, the media invoice is the media invoice. No markup.
04
AI-accelerated, human-reviewed
Imagen, Veo 3 and Gemini for healthcare-safe creative variants. Every output passes a senior strategist before publish.
05
Multi-city, single accountability
Melbourne HQ, Sydney and Perth offices. One senior account director, one reporting cadence. For Kilsyth South, no time-zone gymnastics.
Situation Analysis
Where UPI Stands Today
Based on Anita’s call with Boris on 8 May, the brief dated 4 May, and our review of UPI’s three brand sites and socials, here’s the picture going into Wednesday.
“Our gap is the social media side, content development, planning, plus educational content that bridges onto our website. Someone to handle social, blogs, community management, UGC, influencers, scheduling, captions, the full gamut. Social is so video-based now, reels production is a big part of it.”
, Anita Dokoza, Marketing Manager, UPI · 8 May 2026
Strengths
Three category-leading brands, Thermoskin (APA-endorsed), Sea-Band (generic for drug-free nausea relief), SleepDoctor (only AU snoring brand with a full type-of-snorer range)
Distribution muscle, pharmacy, allied health, sports medicine, grocery; 16 countries for Thermoskin
Real clinical credibility, APA endorsement, NDIS-registered, Sea-Band clinical trials
In-house Marketing Manager + Digital Specialist already in place, we plug in, not replace
Paid media handled internally, this engagement is purely organic + community + UGC
Live IG footprint per brand (@thermoskinau, @seabandaustralia, @sleepdoctorau), activate, not build from zero
Gaps This Engagement Closes
No dedicated organic social agency, cadence drifts alongside Anita’s wider remit
Limited reels & video production, the format driving discovery on IG & TikTok
Blog output sits below the 2–3/month brief target, missed SEO & email leverage
UGC/influencer pipeline isn’t systematised, especially for Sea-Band travel/maternity
Community management lacks daily rhythm across three brands
Clinician-collab content (the Thermoskin physio play) not operationalised
Market Opportunity
UPI doesn’t need brand awareness from scratch, the brands already lead their categories. The opportunity is execution discipline: a weekly engine turning UPI’s clinical credibility and three audiences into education, reels and UGC at the brief’s cadence (6–9 posts/week + 2–3 blogs/month).
3
Brands · Distinct Audiences
APA
Endorsement Asset Underused
UGC
High-Leverage For Sea-Band
TGA
Compliance Built-In
12-month outcome: weekly delivery across all three brands, 300+ approved assets, 25+ blogs working across web/social/email, plus a working UGC + clinician-collab pipeline. Anita’s team gets bandwidth back for launches and the paid funnel.
Target Audiences
Three Brands. Three Audiences. One Editorial System.
Each UPI brand serves a different consumer with a different mindset. Each gets its own editorial track inside one shared system, same planning, same approval, same TGA gate, with creative and channel mix tuned per brand.
Thermoskin
Australia’s leading supports & braces brand, APA endorsed, NDIS registered
Audience
Active 30–65s managing acute injury, chronic pain, post-op recovery
Allied health pros (physios, OTs) influencing product choice
NDIS participants & carers sourcing supports through plan funding
Channels & Tone
IG + FB + Blog: education-led, condition-led
Lean into expert/clinician collabs, APA endorsement is the superpower
Tone: credible, calm, recovery-positive. No alarmism, no claims.
Sea-Band
Drug-free nausea relief, the generic for the category
Audience
Pregnant women managing morning sickness
Travellers & their kids, cars, planes, boats, theme parks
Patients managing chemo/post-op nausea (handled with care)
Channels & Tone
IG + TikTok + UGC: lifestyle reels are the unlock
Mum/family/travel creator collabs, the highest-leverage tactic
Australia’s most comprehensive snoring relief range
Audience
Partners of snorers (often the buyer, not the user)
Everyday, congestion and sleep-apnoea snorers, one product per type
Sleep optimisers seeking less-invasive options before CPAP
Channels & Tone
IG + FB + Blog: humour-led, problem-solution
Lead with partner-perspective (“I haven’t slept in a month”), lower friction
Tone: warm, witty, never shaming. Snoring is a relationship issue.
Scope of Services
What We Deliver Every Month
Six workstreams aligned to the brief. Paid media, website and Amazon stay with UPI’s internal team.
1 • Organic Social Execution
6–9 posts/week across the three brands on IG + FB (primary) and TikTok (testing). Reels, statics, carousels, story reposts. Brand-voice captions, scheduling and publishing end-to-end.
Core
2 • Reel & Video Production
In-house reels: scripted shorts, b-roll, UGC re-cuts, clinician interview cutdowns, problem-solution skits (SleepDoctor) and travel reels (Sea-Band). Videographer days for studio & clinician collabs.
Format That Drives Reach
3 • Educational Blog & SEO
2–3 articles/month on consumer search intent (“how to use a knee brace”, “morning sickness without medication”, “why do I snore?”). Repurposed to social/EDM/product pages. Keyword data handed to your paid specialist.
Long-Term Moat
4 • UGC, Influencer & Expert Collabs
UGC sourcing & rights. Creator outreach (mum, travel, wellness, sleep). Thermoskin clinician/physio collab program. Briefs, contracts, review and post-publish amplification.
High-Leverage
5 • Community Management
Daily comments + DMs across six brand accounts. Brand-tone FAQ responses, clinical/adverse-event escalation, hand-back to UPI on anything sensitive. Weekly insights summary.
Daily Ops
6 • TGA Compliance & Account Mgmt
Every post reviewed against the TGA Advertising Code before approval. Dedicated AM, weekly check-ins with Anita, monthly report, quarterly strategy review. Slack/Teams/email channel.
Included
Full Content Strategy Consultancy
Included In Every Package: Strategy Is Not An Add-On
The part most agencies charge extra for or skip. For UPI: someone actively thinking about which brand leans in this month, which clinician to approach next, what UGC format is working, and how blogs feed your paid funnel. Monthly. Included.
What It Means Practically
Kate Lawrence (Account Director, Content & Organic Social) works on UPI’s engine, not just in it. Content pillars, UGC strategy, Thermoskin physio program, seasonal campaigns, launch playbooks. No extra fees.
Monthly Content Planning
Monthly calendar review with Anita & the Account Director
Per-brand priority setting, which brand leans in this month
Performance review, what worked, what to double down on
Seasonal & condition-led sequencing across all three brands
Positioning & Messaging Per Brand
Distinct tone-of-voice per brand (clinical / lifestyle / witty)
Audience-segment messaging, pregnancy vs travel, partner vs snorer
Reactive content for industry moments (flu season, heatwaves, sport)
Why This Matters For UPI
Anita to Boris: “The biggest thing is, I want a reliable execution partner who can handle the full social/content workflow.”
Reliable execution at this scale, three brands, six accounts, 6–9 posts/week, 2–3 blogs/month, UGC, community, all TGA-compliant, doesn’t happen without a thinking layer. A senior strategist owns editorial direction, briefs production, reviews compliance, meets Anita monthly. The difference between us and a freelancer.
Content Approval Workflow
Nothing Goes Live Without TGA Review & Anita’s Sign-Off
Three regulated brands, six accounts, 6–9 posts/week, blogs and UGC. Tight, fast, TGA-aware, nothing leaves us without compliance review, nothing goes live without Anita’s sign-off.
Trigger
121 Group Action
Client Review
Publish
1. Plan
Monthly calendar
2. Draft
Copy + visuals
3. TGA Review
121 Group compliance gate
4. Approve
Anita one-click sign-off
5. Publish
Scheduled live
Built-In Safeguards
Per-Brand Voice Guidelines
Living tone-of-voice doc per brand, clinical (Thermoskin), lifestyle (Sea-Band), witty-warm (SleepDoctor). Co-built with your team.
TGA Compliance Gate
Every post checked against the TGA Advertising Code before it leaves us. Claims, restricted representations, testimonials, all reviewed.
Adverse-Event Escalation
Adverse-event or clinical mentions escalated to Anita within the hour with a recommended response. Never auto-replied.
Three-Brand Content Engine
One Editorial Engine. Three Distinct Brand Tracks.
The risk with three brands and one agency is that everything starts sounding the same. We run planning, production and approval once, but creative direction, visual identity and tone stay separate per brand, with Kate Lawrence (Account Director, Content & Organic Social) keeping each brand’s voice sharp.
Week 1 • Plan
Monthly Content Calendar (per brand)
Three editorial calendars in one workspace. Pillars, format, voice, TGA risk-flag, UGC slots, blogs. Reviewed with Anita & the Account Director on a single call.
Week 1–2 • Produce
Reels, Statics, Carousels & Blogs
Designer + writer + reel editor work per-brand. Studio days for clinician collabs (Thermoskin) or UGC stitches (Sea-Band). Captions in voice; blogs with SEO briefs.
Week 2 • TGA Review
Compliance Pass Before You See It
Internal review against the TGA Advertising Code, restricted representations, prohibited claims, testimonials, comparatives, evidence. Risky language reframed before approval.
Week 2–3 • Approve & Schedule
Anita One-Click Approval, Then Live
Dashboard shows calendar + captions + creatives. One click signs off the brand. Scheduling tool publishes per channel. Community management starts the moment a post is live.
How Each Brand’s Track Looks Different
Thermoskin
Education-led with clinician voice. Condition explainers, recovery reels, physio collabs, product demos, NDIS-aware content. APA endorsement woven through.
Anita reviews all three brands in one weekly cadence, not three calls, not three DM threads.
Cross-Brand Repurposing
Sea-Band travel reel → SleepDoctor sleep-on-flights tip. Thermoskin recovery reel → blog post. Every asset earns its value twice.
Single Account Manager
One day-to-day contact across all three brands. No bouncing between specialists, no re-explaining context every meeting.
Creative Sample Pack
12 Example Posts: Concept, Creative Direction & Caption
To prove we can do this, not just talk about it: 12 concepts, 4 per brand: reels, statics and carousels across the brief’s pillars. Each with creative direction, full caption in voice, hashtags and TGA note. Not the calendar, a sample of what month one feels like.
Slide 1 · cover5 signs your knee pain isn’t going away on its own
T
@thermoskinau
Instagram · Carousel
Pillar 1 · Educational & Condition-Led
Knee pain that “just won’t shake” can be more than a niggle.
Here are 5 things worth paying attention to:
1️⃣ Pain that lasts beyond two weeks of rest
2️⃣ Swelling that returns every time you train
3️⃣ Stiffness that gets worse, not better, in the morning
4️⃣ A “giving way” feeling on stairs or uneven ground
5️⃣ Pain that’s changed how you move
If any of these feel familiar, the right support, alongside guidance from your physio or GP, can be a turning point.
Save this for later or share it with someone who needs it. 👇
TGA-safe: educational, defers to practitioner. APA endorsement is fact, not claim.
Reel · 22s
Hook (frame 1)3 minutes I do every morning so my knee doesn’t hate me by lunch.
T
@thermoskinau
Instagram · Reel
Pillar 2 · Real Life & UGC
If you’ve ever woken up with a stiff knee that takes a coffee & half a podcast to loosen up, you’re going to want to save this one. 👌
My weekday morning routine in 3 minutes:
• 30s of gentle bodyweight squats
• 1 min foam roll under the quad
• 90s walk in my Thermoskin patella tracker before sitting down for the day
It’s the small bookends, before getting moving and before sitting at the desk, that change how the rest of the day feels.
What does your morning routine look like? Drop a 🟢 if your knees love it or a 🔴 if you’re still figuring it out.
TGA-safe: lifestyle framing, no guarantees. Product by category, not indication.
Static · 1:1
Authority signalThe only brace range carrying the APA name.
T
@thermoskinau
Instagram · Static
Pillar 4 · Expert & Authority
When the Australian Physiotherapy Association puts their name on something, it means a panel of qualified physios reviewed it. ✨
Thermoskin is the first, and still the only, range of thermal braces and supports endorsed by the APA.
That’s 30+ years of working with clinicians, refining how a brace fits, breathes and moves with you.
Trust the brand your physio trusts.
TGA-safe: APA is a documented endorsement. “Your physio trusts” is positioning, not clinical claim.
Carousel · 7 slides
Slide 1 · index cardWhich brace for which body part? A quick guide
T
@thermoskinau
Instagram · Carousel
Pillar 3 · Product & Demo
Standing in the pharmacy aisle staring at a wall of braces is its own kind of pain. 😅
Here’s the cheat sheet, body part by body part:
🦶 Ankle, sprain, instability, post-immobilisation
🦵 Knee, patella tracking, osteoarthritis support, post-injury
💪 Elbow, tennis & golfer’s elbow, repetitive strain
👐 Wrist, carpal tunnel, sprain, post-surgery support
🧍 Back & torso, postural support, lower-back pain
🏃 Compression vs thermal, first 72 hrs vs everything after
Save this so the next time you walk into the pharmacy, you walk straight to the right shelf.
Tag a friend who’s due an upgrade from a stretchy bandage. 👇
TGA-safe: educational, defers to in-pharmacy advice. No severity or comparative claims.
Sea-Band: Lifestyle, Relatable, UGC-Heavy
Reel · 30s
Hook (frame 1)Holiday with a 4yo? Pack these 5 things or regret it.
S
@seabandaustralia
Instagram · Reel (creator collab)
Pillar 2 · Real Life & UGC
Mums of small humans, if you’re booked in for school holidays, here’s your survival pack 🏖️
Five things I never travel without:
1️⃣ Snacks. Six varieties. Two backup snacks for the backup snacks.
2️⃣ The iPad with offline shows pre-downloaded
3️⃣ A change of clothes (for them and me)
4️⃣ Sea-Band Kids, because car-sick kids on the way to a holiday is its own special kind of nightmare
5️⃣ Patience. So much patience.
What did I miss? Comment your road-trip MVP 👇
TGA-safe: UGC framing, no medical claims. Product within labelled use.
Carousel · 6 slides
Slide 1 · coverMorning sickness without medication: what actually helps?
S
@seabandaustralia
Instagram · Carousel
Pillar 1 · Educational & Condition-Led
If you’re newly pregnant and the smell of your own toothpaste makes you cry, you’re not alone. 🤚
Nausea in early pregnancy hits up to 80% of women. And many would prefer non-medicinal options first, where appropriate.
A few things midwives often suggest:
✨ Small, frequent snacks before getting out of bed
🍋 Ginger, in tea, biscuits, or ginger lozenges
💧 Sipping water consistently rather than gulping
🖤 Acupressure on the P6 point of your inner wrist (this is how Sea-Band works)
🛌 Resting when your body asks, not when your calendar allows
Always chat to your GP or midwife about what’s right for you.
TGA-safe: educational, defers to GP/midwife. P6 acupressure is documented. “Helps” framing, no guarantees.
Static · 1:1
Hero statDrug-free relief in around 5 minutes.
S
@seabandaustralia
Instagram · Static
Pillar 5 · Engagement & Lifestyle
No drowsiness. No drugs. No side effects.
Just a wristband, an acupressure point, and around five minutes of patience. 💚
The quietest superpower in your bag. ✨
TGA note: “around 5 minutes” matches brand-published trial data. “No side effects” is documented. Acceptable on review.
Reel · 18s
Hook (frame 1)POV: it’s the school holidays & we’re going to Movie World.
S
@seabandaustralia
Instagram + TikTok · Reel (creator collab)
Pillar 2 · Real Life & UGC
A theme park day, soundtracked by a 6-year-old who is full noise and a 9-year-old who gets carsick on the way back. 🎢
With Sea-Band Kids on, the back-seat trip home from Movie World is the quietest part of the day. 🤫
Where’s your school-holiday spot? Drop a 🎪, 🏖️ or 🏔️.
Hook (frame 1)POV: my partner says they don’t snore.
SD
@sleepdoctorau
Instagram + TikTok · Reel
Pillar 5 · Engagement & Lifestyle
If your partner has ever turned to you mid-yawn and said “I don’t snore”, this one’s for you. 😴
We haven’t slept properly in months. They’ve never slept better in their life.
Funny how that works. 🧐
SleepDoctor is Australia’s most comprehensive snoring relief range, one product per type of snorer, no “one size fits all”. Find yours in the link in bio.
Tag the snorer. We’ll wait. 👇
TGA-safe: engagement post, no efficacy claims. No comparison to CPAP or surgery.
Carousel · 5 slides
Slide 1 · coverWhich type of snorer are you (or sleep next to)?
SD
@sleepdoctorau
Instagram · Carousel
Pillar 1 · Educational & Condition-Led
Not all snoring is the same. Knowing which type you’re dealing with is half the battle. 😴
The four most common types:
1️⃣ The everyday snorer, mostly tired, mostly back-sleeping
2️⃣ The congestion snorer, gets worse with colds, allergies, hay fever
3️⃣ The mouth-breather, tongue + jaw position is the issue
4️⃣ The loud, gasping snorer, sometimes a sign of sleep apnoea, worth a chat with your GP
SleepDoctor is the only Australian range with a different product for each. No more guessing.
Which one is the snorer in your house? Tell us 👇
TGA-safe: educational. Sleep apnoea slide defers to GP. No diagnostic or curative claims.
Static · 1:1
InnovationThe first Australian snoring brand with Oral Strips.
SD
@sleepdoctorau
Instagram · Static
Pillar 3 · Product & Demo
If you’ve tried sprays, drops & rings, meet the strip. 🌟
SleepDoctor Oral Strips dissolve gently on the roof of the mouth at bedtime. A less-invasive option for everyday snoring, no machine, no mouthpiece, no fuss.
First of its kind in Australia. 🇦🇺
Available now at leading pharmacies.
TGA-safe: matches packaging. “Less-invasive” framing only, no therapeutic superiority claim.
Reel · 25s
Hook (frame 1)4 sleep tips you’ve never tried, from people who actually sleep well.
SD
@sleepdoctorau
Instagram + TikTok · Reel
Pillar 1 · Educational & Condition-Led
If your phone tells you you got 4hrs of sleep but your body says you got two, save this. 😴
Four underrated sleep upgrades:
🌡️ Drop the bedroom temp to 18°C
📚 Read a paper book, not a screen, for the last 20 mins
🍣 Eat dinner 3hrs before bed (not 30 mins before with a wine)
👃 Mouth-breathing? Address the snore. SleepDoctor has a product for each type.
The boring stuff. The stuff that works.
Save it. Try it for a week. Tell us how you go.
TGA-safe: standard sleep-hygiene advice. Product by category, no guarantee.
A note on the visuals
Hero images are AI-generated concept frames showing visual direction, not final assets. On engagement, Pip shoots/composites real creative, our reel editor produces video to script, and we send a videographer on-site for clinician collabs.
Every post is publish-ready in concept: creative direction, caption, hashtags, TGA note, anchored to a pillar with a clear audience.
Content Strategy
Five Pillars Driving The Weekly Mix
Starting framework, tuned per brand each month based on what converts. Educational, condition-led, product, engagement-led, structured.
Pillar 1 • Educational & Condition-Led
The headline pillar. “Why does my knee click after running?”, “Drug-free morning sickness options”, “Why do I snore on my back?”, consumer translations of the clinical reality. Reinforces category leadership.
35%
Pillar 2 • Real Life & UGC
Customer stories, creator collabs, real moments, pregnant women on holidays, athletes recovering, partners finally sleeping. Strongest social-proof format.
25%
Pillar 3 • Product & Demo
How-to-use, fit/sizing demos, ingredient explainers, “which SleepDoctor is right for you”. Bridges curiosity to consideration. Always TGA-compliant.
Polls, would-you-rather, behind-the-scenes, seasonal moments. Keeps the feed alive between heavier educational posts.
8%
KPIs & Reporting
How We Measure Success
Anita’s goals: brand awareness, engagement, positioning, category leadership, product consideration. 90-day execution first, then 12-month brand outcomes. Paid stays with the digital specialist.
90-Day Execution KPIs
Cadence, quality & the rhythm sticking
Cadence: 100% of 6–9 weekly posts published per brand, on schedule
Blogs published: 6–9 articles across the three brands (2–3/month average)
Reels share: 40%+ of total posts as video / reels content
UGC pipeline: 3–5 creators briefed, focus on Sea-Band travel/maternity
TGA compliance: zero approved-then-published claims requiring takedown
Community management: under 4-hour first-response on all comments & DMs (business hours)
Approval cycle: under 48 hours from brief to scheduled
12-Month Brand & Category KPIs
Awareness, engagement & category leadership
Combined organic reach across the three brands: +150% YoY
Engagement rate: 3–5% sustained per brand (above health-cat AU benchmark)
Saved/share rate: +200%: the strongest signal for educational content
Library: 300+ approved evergreen assets + 25+ educational blogs live on UPI sites
UGC + influencer: 15–25 paid collabs + a flowing organic UGC pipeline for Sea-Band
Expert collabs: 4–6 clinician/physio partnerships for Thermoskin, anchored to APA endorsement
Brand sentiment & share of voice gains in each category vs direct competitors
Roadmap
From Wednesday’s Call To First Posts Live In Under 3 Weeks
Anita wants to choose next week. The roadmap is built around that.
Wed 20 May • 10:00am
Strategy Walkthrough (Google Meet)
Adam walks Anita through this proposal. Confirm scope, package, working model, and any tweaks to brand voice or TGA risk-flag approach.
Week of 26 May
Agree & Sign
Engagement letter signed. Package, start date, approval dashboard set up. In-office onboarding at Kilsyth South confirmed.
Week of 2 June
Onboard (5-day sprint)
Workshop day at UPI HQ. Brand voice + TGA risk-flag doc per brand. Channel access. Audit existing socials. Build first 30-day calendar. Identify first 5 UGC creators & first Thermoskin clinician collab.
Week of 9 June
First Posts Live
First content live across all three brands inside 10–14 days of sign-off. Full weekly cadence + first blog of the month. Daily community management active.
Day 30
First Performance Report
Reach, engagement, follower growth per brand, top posts, approval cycle times, UGC pipeline. Monthly planning session for July.
Day 90
90-Day KPI Review & Quarterly Reset
Full review against 90-day KPIs. Rebalance pillars based on conversion. Lock the next quarter’s campaign calendar (winter, school holiday travel, World Sleep Day).
Anita initially leaned to a Melbourne freelancer. We’re Melbourne-based, CBD HQ, Sydney & Perth offices, and the team below is who works on UPI. No offshore, no juniors. 25 mins from Kilsyth South.
Adam Ducquet
Managing Director
Your main point of contact
Kate Lawrence
Account Director
Day-to-day partnership lead
Katryn Fremlin
Head of Strategy
Content pillars & per-brand voice
Michael Potts
Paid & Performance Lead
Liaison with your digital specialist on whitelisting & UGC handoff
Chris Castellano
Senior Growth & SEO Manager
Blog SEO & on-site content optimisation
Scott Campbell
Head of Design & Development
Graphic systems & approval dashboard
Pip Tyssen
Graphic Designer & Reel Editor
Daily post creative + reel/video edits across all three brands
Steven Pythas
Strategic Account Director
Quarterly strategy reviews
Our Commitment To UPI
No lock-in. Month-to-month. Full strategy consultancy included. TGA-aware healthcare as standard, not an upsell.
Boris on the call: “We don’t need to absolutely sign up everyone, it’s more, can we work together for two, three, four, five years.” That’s how we run every account, most of our clients stay 5+ years because they choose to.
Packages
Choose Your Engagement Tier
All sit at or under ~$5K/month, month-to-month, no lock-in, exclude paid media. We recommend Growth: lands the brief in full at 6–9 posts/week with UGC pipeline and clinician collabs. Foundation is a lighter starter; Multi-Brand Plus adds videographer/photographer days for major launches.
Foundation
Get the rhythm in across all three brands. Lighter cadence, no UGC pipeline yet.
