How to find gaps in competitor clinic content

The short answer

Choose a set of public clinic posts and compare them with your audience’s questions. Record what each post explains, how many you reviewed and the dates covered. Unanswered questions may give you content ideas, but a gap in your sample does not prove that no competitor has covered the subject.

Choose which clinics and posts to compare

Look for clinics in a relevant market that offer some of the same services. Note why you chose them, which public channels you checked and the dates covered. Keep paid ads, ordinary posts and website articles separate. A few posts cannot tell you a competitor’s patient numbers or advertising spend.

Record what each post answers

For each post, save its URL, date, treatment, language and format. Note its purpose and whether it answers a specific question, such as what happens at a first consultation. Mentioning a treatment is different from explaining it.

Record what each post answers (illustrative example)
Example item	What it does	Question answered?
Fictional Clinic A post	Introduces the clinic	No explanation of treatment terms
Fictional Clinic B post	Lists available treatments	No explanation of treatment terms
Proposed clinic carousel	Defines terms and invites questions	An answer to the question

Check what your comparison can support

In this example, neither of the two fictional posts explains the treatment terms. That suggests an educational topic to look into. Review more posts before briefing a practitioner to explain it. Two promotional posts are not enough to conclude that the whole market has left the question unanswered.

Choose a topic that fits your clinic

Check the idea against your treatment menu, audience languages and the way your practitioners speak. Use a format because it suits the question, rather than copying a competitor’s choice. Write down why you chose a carousel, short video or longer explanation.

Keep the source material

Save the links, collection dates, selection rules and notes on content you could not access. Recheck before publishing because posts and offers change. Create your own images and copy. Analysing another clinic’s work does not give you permission to republish it.

About this guidance

Guidance for clinic marketing teams. Examples are labelled. This is not advice about an individual’s treatment.

Written by the Qallora editorial team. The examples show how to plan content, not how much demand exists today. Your clinic must review treatment claims and approve the material it publishes.

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