Sports physiotherapy · Melbourne Melbourne, Australia Chinese-speaking students and young professionals in Melbourne Recreational athletes — badminton, basketball, running, lifting People carrying an old injury they have never had properly assessed REDNote (小红书) account management Content production — short-form video and stills Creator visit programme Publishing, scheduling and compliance review A registered physiotherapist running a sports-rehab practice in Melbourne, where assessment, treatment and the return-to-training work all happen in the same room as the equipment rather than behind a curtain. The client asked not to be named in this case study, so nothing here identifies the practice or the practitioner. Everything below is about the work. Trains regularly and gets hurt doing something they enjoy Has already searched the symptom and read three contradictory answers Wants to know whether this needs a professional, and what it will involve Health advertising in Australia is regulated: no promises, no testimonials, no before-and-afters. That rules out most of what makes marketing content travel — which means the content has to earn attention by being genuinely, specifically useful instead. We built the account around explanation rather than promotion. Each piece takes one injury or one training mistake, shows what is actually happening and where the line is between managing it yourself and needing an assessment — written in Chinese, filmed on the gym floor, and checked against the advertising rules for registered health practitioners before anything is published. Teach something in every piece, sell in none of them Film where the work happens, with the practitioner in it No claim goes out that the regulator would not accept A physio who works where you train, not down a corridor Straight answers about injuries, from someone qualified to give them Fifteen original posts a month, majority short-form video Creator visits arranged and briefed each month Compliance review of every claim before publishing On-site production sessions at the practice Scheduled publishing and monthly reporting For a solo clinician, marketing that overpromises is not just bad taste — it is a professional risk. The work is to be findable and persuasive while staying strictly inside what a registered practitioner is allowed to say. The practice runs a Chinese-language REDNote presence on a fixed monthly schedule, with a compliance check standing between every draft and publication. Every claim reviewed against health-practitioner advertising rules Video-led content filmed on site, not stock or reposts A published-anonymously case study, at the client's request