The Black Case

Pillpoint Online

Creative & Social Strategy

Prepared For: Abid Khan

FIRSTLY

Thank you for being so open about where you're at and what you're trying to build. Everything that follows has been put together with care, based on what you shared. Take your time with it. And when you're ready to talk, we're here.

[01] THE BRIEF

WHAT YOU TOLD US

Everything below has been put together specifically for you based on what you told us.

What We HEARD

We heard you loud and clear. You're a GPhC-registered pharmacist who's built Pillpoint from scratch - solo, then with an agency, and neither quite fit. What you want is simple: consistent, compliant, creative social across Facebook, Instagram and LinkedIn, from people who know one wrong claim in healthcare is a regulatory problem, not just a bad post.

PROJECT SCOPE

A full creative and social management retainer across Facebook, Instagram and LinkedIn - strategy, content and compliance. Built for two audiences that don't behave the same way: B2C consumer health and B2B wholesale. Human-made, ideas-led, and built around Pillpoint's new branding from day one - not bolted on after.

[02] BEFORE WE START

WHAT WE'RE
NOT DOING

Tik Tok - Wrong audience for both B2B and regulated healthcare right now. We'd rather do three channels properly than four poorly.

X

Forced Founder Content - You pushed back on this, and you were right to. Content built around one face never feels authentic. We'll build Pillpoint's voice into the brand itself, not onto you.

X

Reduce Stock Imagery - Cutting your reliance on stock is one of the first things we'll fix. It's the fastest way to look like every other online pharmacy.

X

X

[03] THE OPPORTUNITY

The gap between where Pillpoint is and where it could be is almost entirely a creative one.

THE OPPORTUNITY

You've built something people trust with their health. Right now, the way you show up online doesn't say that yet. Your B2B side is underplayed. Right now it grows by word of mouth alone - slow, and only when someone already knows to look. A consistent LinkedIn presence and targeted outreach makes it something you can plan around, not hope for.

COMPETITIVE CONTEXT

LloydsPharmacy Online Doctor has the budget and the recognition. Independent competitors are moving fast, especially in weight loss and men's health. The window to become the trusted, human-led alternative - before it gets more crowded - is now. Trust is your whole business - and right now the creative isn't keeping up with what you've built. Let's fix that.

LloydsPharmacy Online Doctor has the budget and the recognition. Independent competitors are moving fast, especially in weight loss and men's health. The window to become the trusted, human-led alternative - before it gets more crowded - is now. Trust is your whole business - and right now the creative isn't keeping up with what you've built. Let's fix that.

You've built something people trust with their health. Right now, the way you show up online doesn't say that yet.

You've built something people trust with their health. Right now, the way you show up online doesn't say that yet.

[04] THE STAGES

THE APPROACH

FOUNDATION

01

Audience + Journey Mapping

Who are we actually talking to, on each channel? B2C (weight loss, men's health, vitamins etc) and B2B (aesthetic clinics, nurse practitioners, pharmacies) are different conversations. We'll map both.

Compliance Framework

A working document covering GPhC and MHRA guardrails for every content type. Built once, used on everything, forever. Signed off by you.

Brand + Social Audit

We'll review your current social, website, visual consistency and tone against the new branding - so we know exactly where the gaps are before we fill them.

CONTENT

02

B2C content (Facebook + Instagram)

Educational, stigma-challenging content across men's health, weight loss, sexual wellness and mental health - warm and human, never clinical. Compliant campaign ads built within GPhC guardrails, and a visual style that finally looks nothing like an NHS leaflet.

B2B content (LinkedIn)

Credibility-led content for aesthetic clinics, nurse practitioners and pharmacies - your reliability, compliance and turnaround, front and centre. Thought leadership that positions you as a serious wholesale partner, plus outreach content that backs up conversations you're already having.

Monthly Content Management

One dedicated content manager for Pillpoint - the same person every month, who knows your brand, knows the rules, and brings ideas instead of waiting to be briefed.

GROWTH

03

Reporting + Results

Monthly results report against agreed KPIs. You'll know exactly what's working and what isn't, every month, in plain English.

Adjust + Evolve

Strategy isn't set and forget. We review what the numbers are telling us every month and shift accordingly - so the plan stays as sharp as the results demand.

Paid Ads, SEO and AI

When the foundations are solid, we'll introduce paid spend, SEO and AI search - starting with the topics people search for privately, like men's health and weight loss.

FOUNDATION

01

Audience + Journey Mapping

Who are we actually talking to, on each channel? B2C (weight loss, men's health, vitamins etc) and B2B (aesthetic clinics, nurse practitioners, pharmacies) are different conversations. We'll map both.

Compliance Framework

A working document covering GPhC and MHRA guardrails for every content type. Built once, used on everything, forever. Signed off by you.

Brand + Social Audit

We'll review your current social, website, visual consistency and tone against the new branding - so we know exactly where the gaps are before we fill them.

CONTENT

02

B2C content (Facebook + Instagram)

Educational, stigma-challenging content across men's health, weight loss, sexual wellness and mental health - warm and human, never clinical. Compliant campaign ads built within GPhC guardrails, and a visual style that finally looks nothing like an NHS leaflet.

B2B content (LinkedIn)

Credibility-led content for aesthetic clinics, nurse practitioners and pharmacies - your reliability, compliance and turnaround, front and centre. Thought leadership that positions you as a serious wholesale partner, plus outreach content that backs up conversations you're already having.

Monthly Content Management

One dedicated content manager for Pillpoint - the same person every month, who knows your brand, knows the rules, and brings ideas instead of waiting to be briefed.

GROWTH

03

Reporting + Results

Monthly results report against agreed KPIs. You'll know exactly what's working and what isn't, every month, in plain English.

Adjust + Evolve

Strategy isn't set and forget. We review what the numbers are telling us every month and shift accordingly - so the plan stays as sharp as the results demand.

Paid Ads, SEO and AI

When the foundations are solid, we'll introduce paid spend, SEO and AI search - starting with the topics people search for privately, like men's health and weight loss.

[05] WHAT'S INCLUDED

YOUR PROJECT SCOPED

Our services below are suggested based on our call.

Research
Audience Profiling
Research
2-4 detailed customer personas going beyond demographics - motivations, frustrations, buying triggers, and what influences their decisions.
Why you need it
Every creative decision - colour, tone, imagery, messaging - changes depending on your audience. If you don't know who you're talking to, your brand talks to no one.
Research
The Narrative
Research
Your brand voice and story - tone of voice guide with real written examples, 3-5 messaging pillars, and 2-3 tagline directions to react to.
Why you need it
Visual identity without a voice is a brand that looks good but says nothing memorable. The brands people remember have a voice as strong as their visual identity.
Research
Journey Mapping
Research
A visual map of every touchpoint from first encounter to loyal advocate - where perception is shaped and where you are missing opportunities.
Why you need it
Most brands focus on how they look and forget how they feel to use. A great logo and a broken enquiry process cancel each other out. Journey mapping reveals the gaps.
Social
Master Plan
Social
Done once. Account and competitor review, platform priorities, 3-5 content pillars, 20+ ideas bank, and a full spruce-up of all channels.
Why you need it
Posting without a strategy is like designing without a brief. The Master Plan means every post that follows has a reason behind it. Without it, you're guessing.
Social
Content Manager
Social
A dedicated content manager for your brand - one point of contact, consistent every month, who brings ideas to the table rather than waiting to be briefed.
Why you need it
If you want social completely handled - add this. The package defines what gets made. The Content Manager is who makes it happen.
Social
Social Media Management
Social
Custom designed posts, stories, and reels built from your content pillars, in your brand, with your assets. Consistent, creative, and scheduled - every month.
Why you need it
Social media is often the first place a potential client encounters your brand. Inconsistency here undermines everything built in earlier stages.
6 services included · drag to explore

[06] TIMELINES

WHAT TO EXPECT

July 2026
Proposal Date
Week 1
Audience Profiling
Week 2
The Narrative
Week 2 - 3
Journey Mapping
Week 4 - 5
Master Plan
Ongoing
Social Media Management
Timelines confirmed at kickoff. Weeks shown are estimates.
July 2026
Proposal Date
Week 1
Audience Profiling
Week 2
The Narrative
Week 2 - 3
Journey Mapping
Week 4 - 5
Master Plan
Ongoing
Social Media Management
Timelines confirmed at kickoff. Weeks shown are estimates.

[07] THE INVESTMENT

WHAT THIS LOOKS LIKE

No hidden costs, no surprise invoices. Select everything you want.

One-Off Investment
Audience ProfilingResearch
2-4 detailed customer personas going beyond demographics - motivations, frustrations, buying triggers, and what influences their decisions.
£480
The NarrativeResearch
Your brand voice and story - tone of voice guide with real written examples, 3-5 messaging pillars, and 2-3 tagline directions to react to.
£650
Journey MappingResearch
A visual map of every touchpoint from first encounter to loyal advocate - where perception is shaped and where you are missing opportunities.
£800
Master PlanSocial & Content
Done once. Account and competitor review, platform priorities, 3-5 content pillars, 20+ ideas bank, and a full spruce-up of all channels.
£800
Monthly Recurring
Content ManagerMonthly
A dedicated content manager for your brand - one point of contact, consistent every month, who brings ideas to the table.
£360
/mo
ongoing
Social Plan - choose one
Social - BasicSocial Plan
Stay visible. 1 platform focus - consistent posting, captions, and scheduling to keep your brand showing up.
£495
/mo
Social - StandardSocial Plan
Build your audience across 2 platforms with a full content schedule, captions, and monthly reporting.
£895
/mo
Social - PlusSocial Plan
Own your space across 3 platforms - full content management, strategy, reporting, and creative direction.
£1,150
/mo
One-off total£2,730
Monthly total
£360 /mo
Payment options
One-Off Investment
Audience Profiling
Research
£480
The Narrative
Research
£650
Journey Mapping
Research
£800
Master Plan
Social & Content
£800
Monthly Recurring
Content Manager
Monthly
£360/mo
ongoing
Social Plan - choose one
Social - Basic
Social Plan
£495/mo
Social - Standard
Social Plan
£895/mo
Social - Plus
Social Plan
£1,150/mo
One-off total£2,730
Monthly total
£360 /mo
Payment options

[08] THE REASON

Why Us

Pillpoint is the kind of brief we get genuinely excited about: regulated, purposeful, and with a real story to tell. We're not treating this as another retainer. The track record speaks for itself in every other sector we've touched. We've grown Instagram accounts by 96% in 8 months, driven 125% booking growth through brand alone, and taken a local business to number one in its market. We're not an agency and we're not a freelancer - we're the bit in the middle that actually gets things done. Strategy, content, design and social all in house, all made by real people, all signed off by humans not algorithms. We bring ideas to the table every single month. And we don't make mistakes you have to apologise to a regulator for.

NEXT STEPS

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YOU ARE

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