You know more about your patients' labs than anyone who will ever comment on your posts. And somehow your feed makes you look like everyone else.
I get it. You're seeing patients all day, then writing captions at 9 pm. You ask ChatGPT for help, and it hands you the same "5 signs" carousel it gave every other practitioner this week.
This kit gives you the thing AI can't: my framework for turning one topic into twelve posts that sound like you. Plus a year of ideas for your specialty, already written.
If your Profit Checklist score flagged layer 04, Content Architecture, start here.
By Melanie Burton · former clinic manager · FMCA health coach · 1,100+ health practitioners since 2017
FM / 365-DAY IDEA BANK · THYROID · REAL ROWS
Idea Bank · Thyroid365 IDEAS
DayPost idea / hookPost type
2Me in January: "new year, new energy." Me on January 9 at 3 pm:Growth
3How I found out about my own thyroid (or why I started specializing in it)Connection
7I work with women whose labs are "normal" and who still need a nap at 2 pm. Who they areConversion
8Thyroid tired vs iron tired vs burnout tired: how each one feels and what to testEducation
+ 361 more, and nine more specialties
01 / SOUND FAMILIAR?THE CONTENT LAYER
You're great at what you do. Your feed doesn't show it.
You sit down to post and stare at a blank caption. Ten minutes go by. Then twenty.
So you ask AI. It gives you something tidy and polite that could belong to anyone. You post it anyway, because something feels better than nothing.
Crickets.
Then you scroll past someone with half your training and ten times the following, and the self-doubt creeps in. Maybe I'm not cut out for this.
You are. Think about it like this: you'd never treat a symptom without finding the root cause. Your content has been getting the symptom treatment. More posts. More prompts. More guilt about the weeks you skip.
What it needs is a plan for what each post is for.
FM / MEET JESS · MADE UP, BUT YOU'VE MET HER
A naturopathic doctor with a thyroid and fatigue practice. She posts four times a week, mostly carousels she writes with AI. Here are her last ten posts, sorted by what each one asks the reader to do:
Education8
Growth1
Connection1
Conversion0
a good education feed, pointed at the wrong goal
She wants a full calendar in eight weeks. Not one of those ten posts says she has spots open. Fix 01 sorts your own last ten in five minutes.
One topic. Twelve posts. None of them sound like ChatGPT.
AI writes from the average of everything on the internet. That's why so many thyroid accounts post the same "5 signs" carousel.
My grid starts somewhere else. Before you write a word, it asks two questions: what job does this post have to do, and what shape will carry it? Three shapes, four jobs. One topic becomes twelve posts, and each one does something different.
I built it years before ChatGPT existed, writing content for practitioners week after week. It's the framework I kept coming back to, client after client. It's what I used with the practitioner whose account grew past 100,000 followers. It's what my done-for-you Content Bank is built on. And it's what every one of the 3,650 ideas in this kit is built on.
That practitioner also had a practice built to handle the growth. Content was one piece of it.
CLIENT · PRACTITIONER & EDUCATOR5 YEARS
"Her knowledge of the functional medicine space and what people desire deep in their bones is unmatched. She has helped me connect my intellectual brain to the hearts of the people that I'm meant to reach. With her help, my following grew to over 100K, I secured top podcasts, and grew my practice more than I could've ever dreamed."
CDr. C
FM / ONE TOPIC, DOWN THE GRID · THYROID FATIGUE9 examples. 3 are yours to fill.
Shape 01 🔒Shape 02 🔒Shape 03 🔒
EducationJob 01Thyroid tired, iron tired, burnout tired. They feel different, and they need different labs.7 thyroid symptoms nobody connects to their thyroid (number 4 is your eyebrows)"Your TSH is normal." Here's what that one number can't tell you.
ConnectionJob 02your turnyour turnThe year I napped in my car at lunch, and what finally explained it
GrowthJob 03Tired: one late night. Always tired: 9 hours of sleep and still a nap by 2 pm.Things women hear after "your labs are normal" that they never want to hear againyour turn
ConversionJob 043 ways to handle tired, cold and puffy. Only one gets you answers.I work with women whose labs are "normal" and who still need a 2 pm nap. Is that you?What actually happens in your first 90 minutes with me
Ask AI for thyroid post ideas and you get twelve versions of the same Education post. The grid gives you twelve posts that each do a different job, including the ones that get people to book. The three shapes and the full grid are inside the kit.
03 / UN-BEIGE ITFIX 05 · TWO DOCS TO GO WITH IT
Same topic as everyone else. Made yours.
Every gut account posts "tips for a healthy gut." Every thyroid account posts "signs of an underactive thyroid." The facts are right. It's beige: nobody could tell who wrote it.
Fix 05 is my five-step method for making any topic yours, even if you think you're boring. You find where your life really touches the topic, then rewrite it as you, with the health facts still in it.
Made up · Gut
An ND who spent eight years as a city sewer inspector
Beige
"Tips for a healthy gut"
Made hers
"I used to drive a camera robot through city sewer lines for a living. So no, you can't gross me out. The three questions I ask every new patient about their poop."
Made up · Thyroid
An ND who went straight from school into practice
Beige
"Why your thyroid labs can look normal"
Made his
"I've heard every episode of three true crime podcasts, at 1.5x speed. So when your thyroid labs come back 'normal' and you still feel awful, I reopen the case."
No wild past job? Eight of the twenty made-up practitioners in the Un-beige Example Library went straight from school into practice. It also has fifty overlap angles by past career, the beige detector and the AI prompt. My Story Bank keeps your own stories in one place, ready to hand to AI.
04 / THE 365-DAY IDEA BANKSONE PER SPECIALTY · ALL TEN INCLUDED
A year of posts, one row a day.
The grid, already done for you. Ten banks, one per specialty, 365 ideas each. Every row tells you the shape, the job, the post type, which stage of change it speaks to, the best format and a visual idea. Pick a row, add your own numbers and stories, and post.
365-Day Content Idea Bank · Thyroid365 IDEAS
DayPost idea / hookPost typeStageBest format
14Me in a sweater and fuzzy socks in July vs everyone else in tank topsGrowthNot thinking about it yetMeme or trend reel
17Everything in my office that keeps me warm (desk heater, 2 cardigans, tea)ConnectionKeeping it goingTalking-head reel
221,200 calories in January vs your thyroid: why under-eating can lower active T3EducationThinking about itCarousel
25What a 90-day thyroid plan with me looks like: month 1 labs and timing, month 2 iron and food, month 3 recheckConversionGetting readyCarousel
30Signs people blame on being busy that can be thyroidGrowthNot thinking about it yetCarousel
05 / WHICH ONE SOUNDS LIKE YOU?PICK ONE · FOLLOW ITS ROUTE
STARTING POINT A
"I struggle to post."
You're inconsistent, or you've stopped.
You copy and paste prompts into AI and it sounds generic.
Your designs look like a clinic handout.
Almost everything you post is education.
YOUR ROUTE
01The content mix
02Stages of change
06Voice note to post
04My grid
05Un-beige it
10Design that gets shared
09Feast or famine
07Video, when you're ready
STARTING POINT B
"I post a lot and it isn't sticking."
You use AI for carousels and captions.
It sounds like AI, and like everyone else.
Your design and video editing feel weak.
Lots of work, very few bookings.
YOUR ROUTE
03Shareable vs converting
02Stages of change
04My grid
05Un-beige it
06Build your voice with AI
10Design that gets shared
08Test, then repeat
07A teleprompter reel
Either way, posting more won't fix it. What usually does: the right mix for your goal, original ideas, posts only you could write, a voice that sounds like you, and design people actually share.
06 / WHAT'S INSIDEPDF · GOOGLE DOCS · GOOGLE SHEETS
Most of it is already written. You pick and adapt.
One workbook to tell you what to fix, and eight libraries that do the heavy lifting.
01Match your mix to your goal
02Post for every stage of change
03Know a shareable post from a booking post
04Turn one topic into twelve posts
05Make any topic yours
06Make AI sound like you
07Film a reel without starting over
08Test one thing, then repeat what works
09Keep posting when you're busy
10Design posts that look like you
FM / INSIDE · A WORKED EXAMPLE ON EVERY FIX
Pick your fixp.03One idea, down the gridp.24Beige to un-beigedp.29One row, made yoursp.30A reel, start to finishp.40Your first hourp.49
PieceWhat it does for youTime
The workbook Fillable PDFTwo starting points, the ten fixes above (one or two pages each), a worked example on every fix, and a plan for your first hour. Type right in it.5 to 20 min a fix
Ten 365-Day Idea Banks Google SheetsA year of post ideas for each specialty, each with a shape, a job, a post type, a stage of change, a format and a visual idea. Filter by what your feed needs this week.Pick a row a day
Voice Library Google DocEight voices to borrow, each with the same post written as a caption and a 30-second reel. Plus a walkthrough for building your own voice card with AI and saving it in a ChatGPT or Claude Project, so drafts sound like you.10 min to pick
Design Styles Google DocTen infographic styles people share because they get the gist at a glance, each with a step-by-step Canva build and a copy-paste AI prompt in your brand colors.20 min a post
Plug-and-Play Prompts Google DocPaste an Idea Bank row and your voice-note transcript. AI drafts it in your voice, and you review it with the checklist.10 min setup
My Ways to Present Content Google DocThe 12-box grid itself (3 shapes x 4 jobs), my original examples word for word, ready-made lines for six specialties, and the four post types with eight examples each.15 min a topic
Un-beige Example Library Google DocTwenty made-up practitioners, each taking a beige topic and making it theirs, across all ten specialties. Plus fifty overlap angles by past career, the beige detector and the AI prompt. Make any topic yours, even if you think you're boring.15 min a topic
My Story Bank Google DocYour stories in one place, ready to hand to AI, so every draft has details only you could write.Add as you go
Content Tracker Google SheetMix audit, test log, busy-month backlog and a monthly plan.5 min a week
Let's Get Techy PDF handoutConnect ChatGPT, Claude or Gemini to your Sheets, so AI moves ideas from your Idea Bank into your Tracker and logs your results. Every term explained.20 min setup
The workbook and libraries arrive by email. Make your own copies in a click.
02
Pick your fix
Choose your starting point and follow its route. The first fix takes five minutes.
03
Use the libraries every week
One idea, one voice note, one post, in the post type your feed needs most.
WHO IT'S FOR
Functional, naturopathic and integrative practitioners, nutritionists and health coaches who already post something, or want to, and want it to bring patients.
Practitioners who've already done the basics (a niche, some pillars) and want what comes next.
WHO IT'S NOT FOR
Anyone looking for someone to post for them. This kit is your strategy, your ideas and your voice.
Practices that haven't worked out what makes them different yet. Start with the Messaging Fix Kit, then come back.
08 / WHAT PRACTITIONERS SAY ABOUT MY CONTENTCONTENT BANK MEMBERS
MEMBER · FUNCTIONAL MEDICINE PRACTITIONER
"When I was relatively new to posting on social media, it felt like every post took hours to draft and design. Not to mention the decision fatigue that comes with wondering 'what to post'."
FFunctional medicine practitionerMEMBER · FUNCTIONAL NUTRITIONIST
"I've continued to check out content from so many outlets, but I end up canceling after one or two installments: too general, or contradicting what I preach. The FMCB is a game changer. Engagement is up, I have more clients."
AAmandaMEMBER · WOMEN'S HEALTH NUTRITIONIST
"I can now focus on my clients rather than pulling my hair out writing posts. I now have daily DMs asking for my services, my audience has grown and my sales have never been better."
GG.C.
These are from members of my done-for-you Content Bank, which is built on the same framework. The Fix Kit is new, so there are no kit reviews yet. Results vary.
Each fix is one or two pages and an action that takes five to twenty minutes. There's a one-hour plan if you want a finished post today. After that, about an hour a week.
Will it work for my specialty?
There are ten separate 365-Day Idea Banks, one for each specialty, and each one has 365 post ideas: Hormones, Perimenopause & Menopause, PMOS, Gut, Thyroid, Autoimmune, Fertility, Blood Sugar & Metabolic Health, Mental Health & Nervous System, and Inflammation. If yours is different, the grid, voices, design styles and prompts still apply.
Isn't this something I could get from ChatGPT?
ChatGPT gives you the same five-signs carousel it gives everyone. The Idea Banks come from my own framework, built years before AI, and every row already knows its job, its post type and who it's for. The kit also shows you how to make AI write in your voice instead of its own.
I've already done pillars and a niche. Is this too basic?
Probably not. The basics are labeled, with a "take it a step further" line on each fix. Most of the kit is what comes after: the content mix, the stages of change, shareable vs converting posts, original ideas, making a topic yours, voice, video and design.
Do I need to know how to use AI?
No. The prompts are copy and paste, and the voice-note method works with the voice memo app on your phone. You can also do the whole kit without AI.
What format is it, and how do I get it?
A fillable PDF workbook, six Google Docs, a Google Sheet, the ten 365-Day Idea Bank Sheets (one per specialty), and the Let's Get Techy handout. You'll get the links by email right after purchase and make your own copies to keep.
Can I get a refund?
Because you get instant access to everything, all digital products are non-refundable. If something isn't working for you, email support@functional-media.com and I'll help you get unstuck.
10 / GET ITINSTANT ACCESS
Ready when you are.
$97, one-time. Yours to keep. A year of post ideas for your specialty, ten fixes, and the libraries that do the heavy lifting. Your first fix takes five minutes.
Melanie Burton
Hi, I'm Melanie. I was the clinic manager and FMCA health coach at a functional medicine practice, and every patient question came to me first.
In 2017 I started Functional Media, and since then I've worked with 1,100+ health practitioners. I'll be honest: good content still takes time. AI raised the bar for everyone.
This kit is how I make content now, and how I'd set it up with you.
Former clinic manager · FMCA health coach · Functional Media since 2017
The Content Fix Kit
$97one-time
All ten 365-Day Idea Banks: 3,650 post ideas
The workbook: two routes, ten fixes, a worked example on every fix
Voice Library, Design Styles, Plug-and-Play Prompts and my Ways to Present Content
The Un-beige Example Library and My Story Bank
The Content Tracker and the Let's Get Techy handout
Instant accessNon-refundable digital productOne license per practice
Functional Media is independent and not affiliated with or endorsed by Meta Platforms, Inc. Digital products are delivered instantly and are non-refundable. Results vary based on individual effort, market conditions and platform changes. The kit is for you and your practice. Please don't share it, resell it, or upload it into an AI tool to recreate it.
