We listened. Here's what we heard, how we'd approach it, what we'd build, and what it costs.
Everything in this proposal maps directly to what Dr. Lambros shared with us. These three goals shape every strategic decision.
Pre-launch means no existing audience, no content archive, no brand presence. The Strategy phase is the foundation. Everything is built to last.
TOFU · Brand LaunchThe physician-founder credential is the most powerful differentiator in this niche. Build content authority before competitors realize what's being built.
MOFU · AuthorityTwo revenue streams, two audiences, one content system. B2C subscription conversions and B2B institutional inquiries both flow from the same organic strategy.
BOFU · RevenueThe pattern that wins in this category: Factor, AG1, and Hims proved that authority-led content plus a strong founder story is the formula that builds lasting DTC health brands. Low FODMAP Meals starts with a stronger credibility anchor than any of them: an MD at the helm, in a category where physician authority is the buying trigger. Every post maps to one of the three goals above. Nothing goes live without a strategic purpose.
Low FODMAP Meals serves two distinct audiences. The strategy is built around both, and every piece of content knows which one it's for.
Adults 28 to 55 managing IBS, SIBO, IBD, celiac, or general digestive sensitivity. Health-conscious, frustrated by generic advice, looking for a solution they can trust. Already aware of FODMAP but overwhelmed by the complexity of following it.
Relief. Simplicity. A brand that understands their condition, not just sells them food. Proof the product is clinically sound. A reason to trust it before trying it.
Subscribe to a meal plan · Visit the site · Share with someone struggling
Corporate wellness managers, HR directors, healthcare administrators, and clinical nutrition program directors. Responsible for vendor decisions that affect employee or patient health outcomes. They need credibility they can defend internally.
A vendor they can justify to leadership. Clinical validity. Reliability at volume. An MD-founded brand is an easy internal sell compared to a generic meal service.
Volume inquiry · Partnership discussion · DM to book a call
Every piece of content the account publishes sits on one of these three pillars. This is how we turn a pre-launch brand into a category authority inside 90 days.
No competitor in the low FODMAP space has a physician-founder creating content about why the protocol works. That's a moat. Founder-led authority content (education, clinical insight, patient empathy) builds the pre-trust that converts browsers into subscribers and institutions into clients. This pillar carries MOFU and the top of BOFU.
B2C dominates TOFU and MOFU. B2B owns BOFU. Same content system, two audience lenses. Individual IBS sufferers see empathy and relief. Institutional buyers see clinical authority and scale. The MD content layer works on both at once, which is why it anchors the entire strategy.
Our recommendation is to hold paid ads until organic has run long enough to produce proven formats, audience data, and brand signal. Launching paid with zero organic foundation is expensive and inefficient. Running it after 60 to 90 days of organic makes every ad dollar work harder because the creative, hooks, and targeting are informed by real performance data.
Three pillars, two audiences, one founder at the center. Every month the authority base grows, the content library deepens, and the case for paid amplification gets stronger. This is how you build toward Factor-level scale without burning cash to get there.
Paid ads recommendation: Held out of this proposal intentionally. Revisit at the 90-day mark once organic has produced proven formats and audience data. At that point we can either scope paid internally or hand off to a trusted paid specialist. Either way, the organic foundation built here is what makes paid efficient later.
Low FODMAP Meals is a new brand. Scroll Media is not. The framework that runs this proposal has been built, stress-tested, and refined across dozens of engagements.
Why this matters for Low FODMAP Meals: Social media fundamentals don't change by industry. The IVP, the content angle, and the hook strategy are what change. That's exactly what we specialize in building. We've done this 30+ times; we know what to do on day one.
Instagram is a search engine. Most brands don't treat it like one. We do, and it's how we make sure the right people find you before they even follow you.
We build a 4-tier keyword bank that maps search intent from broad discovery all the way to high-intent buyer phrases. Keywords are embedded in your bio, captions, on-screen text, and alt text. Every placement the algorithm reads.
The algorithm rewards content that earns the right engagement signals. Reels optimized for watch time and shares. Carousels optimized for saves. Stories optimized for completion and link taps. Every format has a specific performance job.
The first 1 to 3 seconds decide whether a Reel gets distributed or dies. Every piece of content is engineered with a layered hook (verbal, visual, and on-screen text) to maximize retention rate, the algorithm's highest-weighted signal.
We track two Tier 1 metrics above all others: retention % on Reels (watch time signals quality) and saves on carousels (bookmark behavior signals utility). Shares are the third priority. They trigger exponential organic reach. Every monthly adjustment is data-driven against these signals.
Built across 4 tiers from broad discovery to high-intent buyer. Full keyword bank delivered as part of the Phase 1 Strategy.
Tier 1 — Broad Discovery
Tier 2 — Niche Specific
Tier 3 — Symptom and Condition
Tier 4 — High-Intent Buyer
Our ideation runs two lanes simultaneously. Lane 1 adapts proven high-performing formats from the health and DTC niches. Lane 2 invents formats unique to Low FODMAP Meals, built around the physician-founder credential and the gut health patient experience. Both lanes feed the Signal Method testing phase.
The highest-trust format in the health niche. Dr. Lambros to camera, no script, one FODMAP concept explained in plain language. AG1 and Levels Health built their entire organic presence on founder-led education. Dr. Lambros has the credential to do this better than anyone currently publishing in the low FODMAP space.
The top-performing awareness format across health and food niches. One full day of low FODMAP meals (breakfast, lunch, dinner, snack) shot clean. The job of this format is to make the diet look achievable and delicious, not restrictive. Factor runs this format consistently as their highest-reach organic content. Same playbook applies here with a physician frame.
The save-driving format for health brands. Clinical-insight carousels earn saves from sufferers who want to reference them later and shares from people who know someone with IBS. This is MOFU at its best: positions Low FODMAP Meals as the gut health authority, not just another meal service.
An original format built from Dr. Lambros's medical background. Frame a meal plan the same way a doctor frames a prescription: a specific protocol designed for a specific condition. No other brand in this space has the credibility to run this format. That's the entire point. It's a content moat that only works because of who's delivering it.
Symptom-relief transformation storytelling. Not weight loss. Gut health. Before the diet: bloating, anxiety around eating, lifestyle limitations, social withdrawal. After: what changed, in the patient's own words. Most shareable format in the health niche because sufferers send it to friends and family who have the same symptoms. This is how the brand earns reach from people who didn't know Low FODMAP Meals existed 20 seconds ago.
Want to understand the thinking behind these ideas? The Scroll Media Framework → walks through our full ideation approach: the two-lane system, how we align formats to algorithm signals, and how every content decision maps to your specific goals.
The engagement runs in two phases. Phase 1 builds the strategy. Phase 2 executes it. Everything below is what's covered.
Why Instagram-first: The gut health consumer and the B2B institutional buyer both live on Instagram, not TikTok. Instagram has the audience quality, the search behavior, and the buyer intent that converts subscribers and earns institutional credibility. TikTok is an amplification channel for Low FODMAP Meals, not a conversion channel. Every creative decision is optimized for Instagram performance because that's where the growth compounds.
A clean approval process is the difference between a plan that compounds and a plan that breaks. These are the standards we run on every engagement.
Final client approval is required 5 business days before publish date. By the approval deadline, all revisions are complete and content is locked, scheduled, and ready to go live. This is non-negotiable because last-minute edits break the content calendar, compromise quality, and force late-night rework.
Each content batch gets a maximum of 2 rounds of revisions. This keeps feedback focused, protects the strategy from over-correction, and forces decisions instead of endless iteration. Two rounds is enough to get it right. More than two is a sign something upstream needs addressing.
Why these standards exist: Consistency beats perfection in social media. Content that goes live on schedule compounds. Content that gets delayed or endlessly tweaked doesn't. Both of these standards protect the result we're hired to deliver.
Strategy before execution. Three weeks to build it, one week to produce and post. A clean, predictable path from kickoff to first post.
How it runs. Kickoff call on the agreed start date. Three weeks later, strategy presentation. Content shoot scheduled immediately after (often the next day, agreed on the kickoff call itself). One week of editing, then posting begins. Every date is locked at kickoff so nothing slips.
We handle the heavy lifting. Here's what makes it run smoothly on your end.
Two phases, two invoicing cadences. Phase 1 is a fixed fee, invoiced once. Phase 2 is a monthly retainer, invoiced every 15 days.
Four steps from here to kickoff, then the Timeline above takes over. Questions at any point? Chase is available over email or on a quick call.
Dr. Lambros reviews the proposal, sends back any interview questions, and gives the thumbs up when ready to move forward.
Chase sends the contract for review. The start date is agreed and written into the contract, along with all terms.
E-sign takes under 5 minutes. Signing is the trigger for the kickoff call to be locked on the agreed start date.
Held on the start date itself. Overview of the engagement, alignment on goals, a brand ideation exercise, and lock-in of the strategy presentation and content shoot dates.
Reply to this proposal or reach Chase directly. Happy to walk through any of this on a call before contract review.
chase@getscrollmedia.com