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Monthly Health Content Writing for Chiropractic Clinic


Sydney Spine & Sports Clinic operates four chiropractic clinics across Sydney. Driven by their patient-first purpose, Sydney Spine has delivered chiropractic excellence for more than 20 years. The team treats conditions like chronic pain, joint pain, sciatica, headaches, disc disorders and more for people of all ages.

The Situation

Sydney Spine operated a healthy, busy group of four chiropractic clinics in Double Bay, Alexandria, Drummoyne and the CBD in Sydney. As chiropractors, the team wanted to spend the majority of their time living their purpose – ridding patients of pain and helping them live a healthy and mobile life. As such, Dr Greg Sher engaged me (Lindsay Salmon) as a strategic content creating ally. 

The goal was to support him to create regular marketing outreach:

  • to remain top of mind with regular patients
  • meet new patients through inbound marketing tactics 

The Support

Each year, Sydney Spine would meet with me to discuss their goals and time priorities for the year ahead. This conversation geared the annual content strategy designed and prepared for the business.

Whilst the focus evolved each year, generally each month’s support included copywriting:

  • Two SEO-optimised blogs 
  • One patient-centred newsletter (quarterly)
  • Social media post creation and scheduling
  • Single webpage enhancements for SEO and user experience (bi-monthly)

The Solution

We teamed up to enhance and continually improve Sydney Spine’s marketing outreach over four years (including the pandemic).

Some overall key statistics for Sydney Spine include:


Attracting a bump of 250% in blog traffic overall


Boosting open rate (cross-clinic average) by 9%


68% more visitors for one enhanced page

“I have been looking for help with my blogs and social media for years.  All I have ever received to date is empty promises and bad services. That was until I engaged Lindsay Salmon. I found her to be a breath of fresh air. Her editing skills, copywriting skills and general levels of organisation are amazing. All round, she is an amazing asset to my business.”

— Dr Greg Sher, M-Chiro (SA), DC (UK), Doctor of Chiropractic and Clinic Director, SYDNEY SPINE

About Monthly Marketing Content Support

Lindsay Salmon
Lindsay Salmon

An ex-Marketing Manager, I help businesses on a mission create purposeful websites. I partner with them to conquer their content: I write SEO websites, blogs, and emails with words that work. When I’m not writing, you’ll find me experimenting with photography, caring for my veggie patch and travelling with my young family.

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