Forward Spine & Sport
Featured Project
Project Scope
Website Strategy, Design & Copy
Content Pipeline
Blog and Podcast Launch & Production
Social Media Management
Brand Photography & Identity
YouTube Channel Execution
Overview
My primary role at Forward Spine & Sport was to build out the marketing presence of the clinic. The existing marketing had been bootstrapped, and when I signed on, the website was outdated, social media was inconsistent, and there wasn't a real email marketing program or content strategy.
What Forward did have was a team of incredibly knowledgeable clinicians with a distinct approach to patient care. They had plenty to say about their work, but very little of that expertise was making its way beyond the treatment rooms.
My job was to change that.
Strategy & Structure
Rebuilt website architecture and messaging
Clarified positioning around a whole-person rehab approach
Designed scalable site structure to support growth
Content Engine
Launched blog and podcast platform
Built production workflows for long-term sustainability
Integrated YouTube and email distribution
Visual Identity
Directed brand photography
Aligned visual tone across digital and in-person touchpoints
More Than a Chiropractic Clinic
Forward was a chiropractic clinic struggling to shake the traditional “back-cracking” stereotype. In reality, its clinicians' expertise extended far beyond chiropractic adjustments, with a strong focus on physical rehabilitation, strength, and movement.
But this wasn't coming across in the practice's marketing.
I strategized and executed a complete overhaul of Forward's Squarespace website, from information architecture and copywriting to photography, design, and implementation. I reorganized its services and developed dedicated pages that explained not just what treatments were available, but how they worked and who might benefit from them.
The physical rehabilitation page was particularly important. It addressed a recurring patient question: how was rehabilitation with a chiropractor different from physical therapy, and what did that mean for insurance?
Potential patients were confused about what Forward offered, so why not explain it before they walk in the door.
The Website
Rebuilt site architecture to clarify services and improve user flow
Refined messaging to align with a whole-person rehab philosophy
Designed scalable navigation to support blog, podcast, and service expansion
Integrated booking, education, and content into one cohesive experience
From Clinical Expertise
To Content Engine
The next challenge was getting all that clinical knowledge out into the world without asking busy clinicians to become full-time content creators.
I established a weekly, one-hour production session, developing prompts around common patient questions and topics discussed during team meetings. We'd film exercise demonstrations, record clinician soundbites, or capture audio conversations that I could turn into written content.
A single recording could become a long-form educational article, several social media videos, and the foundation for an email newsletter and eventually, the podcast.
I also developed editorial campaigns around the interests of Forward's patients. For the Boston Marathon, I created a 20-week countdown campaign tied to the training cycle, with educational content relevant to the week of training runners were in. A companion podcast with Forward's founder provided opportunities for longer-form discussions.
Rather than approaching every channel as a separate task, I built a system that made the most of the expertise we already had.
Blog & Podcast
Built a top-of-funnel education engine: blog + podcast
Developed repeatable production workflows from transcript to publish
Turned long-form content into multi-channel distribution
Positioned clinicians as trusted voices through consistent publishing
Impact
Forward's website traffic increased, new patients began discovering the practice through its educational content, and the team reported improvements in patient understanding and retention as a result of the marketing and communication efforts.
The goal was never simply to produce more content. It was to make Forward's expertise easier to understand, easier to discover, and easier to share.