ima-claude 2.15.0 → 2.16.0

package/plugins/ima-claude/skills/ima-copywriting/references/format-social-media.md

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+# Format: Social Media Post (X/Twitter)
+
+IMA's public-facing voice on social platforms. Substance over hype, people as the story.
+
+## Tone
+- **Primary:** Friendly + Informational
+- Controlled intensity when earned (statements, action campaigns)
+- Warm and celebratory for announcements
+- Measured and authoritative for statements
+- Let evidence carry research posts — don't oversell
+
+## Content Categories
+
+Social posts fall into seven recurring categories. Identify the category first, then follow its pattern.
+
+### 1. Video/Research Breakdown
+Amplify IMA-produced video content on studies or research.
+
+```
+[Editorial headline — frames the story, not just the study]
+
+[Summary paragraph: names researchers, journal, IMA expert. 
+ Threads 2-3 elements into a coherent narrative.]
+
+[Video embed with IMA branding]
+```
+
+**Example headline style:** "When Censorship of Science Sparks a Firestorm: A COVID-Vaccine–Cancer Review and the Backlash That Followed"
+
+### 2. Press Release/Statement
+Distribute official IMA positions on breaking news or policy changes.
+
+```
+[Headline: mirrors press release headline]
+
+FULL STATEMENT: (Washington, DC) [Full statement text.
+ Can be long-form on X. Includes IMA position,
+ Dr. Varon quote, named fellows/advisors involved,
+ broader context.]
+
+[@tags for relevant government agencies, IMA leaders]
+```
+
+**Key pattern:** "FULL STATEMENT:" label signals authority and completeness.
+
+### 3. Action/Campaign
+Drive petition signatures, advocacy actions, or campaign participation.
+
+```
+[Urgency opener — earned, not manufactured]
+[Specific ask: what to do, who to push, why now]
+[Direct link to action page]
+
+[Campaign graphic with clear CTA]
+```
+
+**Exclamation points acceptable** in campaign openers ("The time is now!").
+
+### 4. Senior Fellow Media Hit
+Amplify IMA fellows' appearances on external media outlets.
+
+```
+"[Direct quote from the fellow]" – @[fellow handle]
+
+IMA Senior Fellow [Dr. Name] joined [host] on [outlet] 
+[this morning/today] to discuss [specific topic]. Watch now.
+
+[Video clip from the appearance]
+```
+
+**Key pattern:** Open with the quote pull. It stops the scroll.
+
+### 5. IMA News/Announcement
+Organizational milestones — new fellows, appointments, awards, events.
+
+```
+[Warm announcement — "We are thrilled to announce..."]
+
+[Branded infographic does the heavy lifting]
+```
+
+**Keep copy short.** The graphic carries the details (names, specialties, numbers). Copy just frames the celebration.
+
+### 6. Journal/Article Promotion
+Promote content from the Journal of Independent Medicine.
+
+```
+[Punchy headline — translates dense science into stakes]
+
+[Summary paragraph: names the fellow/author, 
+ publication venue, key concerns. Uses precise language.]
+Watch now.
+
+[Thread indicator if multi-part: 1/4]
+
+[Video embed or article link]
+```
+
+### 7. Weekly Webinar Promotion
+Drive live viewership or replay clicks for the IMA Weekly Show.
+
+```
+Live tonight! [Host name + handle] will be joined by 
+[guest name + handle] for a discussion on [specific topics,
+ listed with commas]. [Day, date at time ET]. 
+Livestream right here on X!
+
+[IMA-branded webinar graphic with speaker headshots]
+```
+
+**Key pattern:** "Live tonight!" + speakers + multi-clause topic list + logistics + platform callout.
+
+## Social-Specific Rules
+
+| Rule | Social Convention | Email/Web Convention |
+|------|-------------------|----------------------|
+| CTAs | "Watch now." / "Learn more and sign:" | "Watch Now »" with chevron |
+| Exclamation points | Acceptable in openers ("Live tonight!") | One per piece max, fundraising only |
+| Hashtags | Sparingly or not at all | N/A |
+| @ mentions | Strategic — speakers, orgs, media outlets | N/A |
+| Thread indicators | "1/4" for multi-part content | N/A |
+| Sentence fragments | Acceptable ("Watch now.") | Avoid in body copy |
+| "FULL STATEMENT:" | Labels long-form statement posts | N/A |
+| Quote pulls | Open with direct quote for media hits | Integrated into body |
+| Emoji in text | Minimal to none — graphics carry the visual | Heavy (emoji map) |
+
+## Character & Length Guidance
+
+| Category | Typical Length | Notes |
+|----------|--------------|-------|
+| Video/Research | 150-300 chars | Headline + summary + CTA |
+| Statement | 500-1500 chars | Full statement, can be long-form |
+| Action/Campaign | 200-400 chars | Short, urgent, link-forward |
+| Media Hit | 150-250 chars | Quote + context + CTA |
+| Announcement | 50-150 chars | Let the graphic do the work |
+| Journal Promotion | 200-400 chars | Headline + summary, may thread |
+| Webinar Promo | 200-400 chars | Speakers + topic + logistics |
+
+## Published Examples
+
+See `social-media-posts-reference.md` in project Files for full published examples with editorial annotations and engagement data.

package/plugins/ima-claude/skills/ima-copywriting/references/format-webinar-email.md

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+# Format: Webinar Promotion Email
+
+Short, punchy, curiosity-driven. Gets people to click play.
+
+## Tone
+- **Primary:** Friendly + Informative (higher energy than newsletters)
+- This is a trailer, not a summary
+- Bullet points should make the reader feel they'll miss something if they don't click
+- Never oversell; the content should earn the attention
+
+## Structure
+
+```
+"Watch Now!" (header/button)
+
+Hook Headline (1 sentence, conversational)
+- Question or provocative statement
+- "What happens when ancient medicine meets the modern exam room?"
+- "Three clinicians cut through the peptide hype and share what actually works."
+
+Context Paragraph (3-4 sentences)
+- Who's in the conversation
+- Why this matters right now
+- One line of tension or contrast
+
+"In this episode, you'll learn:" (3 bullet points)
+- Each bullet = specific, actionable insight
+- Lead with what surprises, challenges, or equips
+
+"👉 Watch/Read Now To Get the Full Story"
+
+Nonprofit footer
+```
+
+## Published Examples
+
+See `webinar-emails-reference.md` in project Files for full published examples with editorial annotations.

package/plugins/ima-claude/skills/ima-copywriting/references/ima-copy-frameworks.md

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+# IMA Copy Frameworks Reference
+
+Headline formulas, structural templates, and section patterns — adapted for IMA's content types and mission.
+
+---
+
+## Headline Formulas
+
+### Research / Study Headlines
+
+**"New [Study Type] [Verb]: [Finding]"**
+> Major New Study: "Measles Is Highly Treatable"
+
+**"[Evidence Framing] — [Consequence or Irony]"**
+> New Study Links COVID Vaccination to Cancer Signals — And the Attempt to Suppress It Backfired
+
+**"How [Question That Implies Failure]?"**
+> How Did Regulators Miss DNA Contamination in COVID mRNA "Vaccines"?
+
+**"New [Study Type] Reveals [Finding] in [Condition]"**
+> New Review Reveals Mitochondrial Dysfunction in Long COVID and PACVS
+
+---
+
+### Newsletter Subject Lines
+
+**"This Week: [Item 1], [Item 2], and [Item 3 or Theme]"**
+> This Week: 3 Studies, 1 Cyberattack, and DNA Contamination Confirmed
+
+**"This Week: [Theme] — [Specific Payoff]"**
+> This Week: Peptides Demystified — 3 Experts, a Webinar, and a Guide You'll Actually Use
+
+**"This Week: [Event], [Event], and [Brand Phrase]"**
+> This Week: NYT Attacks, HHS Appoints, and Honest Medicine Keeps Winning
+
+---
+
+### Webinar Headlines (Hook Lines)
+
+**"[Question that reframes the topic]?"**
+> What happens when ancient medicine meets the modern exam room?
+
+**"[Number] clinicians [action] and [promise]."**
+> Three clinicians cut through the peptide hype and share what actually works.
+
+**"[Place/Person] proved it can be done. Now [next step]."**
+> Idaho proved it can be done. Now the coalition is taking it nationwide.
+
+---
+
+### Fundraising Headlines
+
+**"[Emotional truth without fear-mongering]."**
+> Cancer patients need more than hope.
+
+**"When [authority conflict], who do you trust?"**
+> When the CDC and the AAP can't agree, who do you trust?
+
+**"[Simple ask tied to mission]."**
+> Share the Love: The Trusted Referral Network
+
+---
+
+### Op-Ed Headlines
+
+**"[Twist on opponent's own framing]"**
+> Rejecting Decades of Healthcare Dictates (plays on NYT's "Rejecting Decades of Science")
+
+**"[Provocative reframing of 'offense']"**
+> The Crime of Asking Questions
+
+---
+
+### Press Release Headlines
+
+**"[Organization/Person] [Action Verb] [Newsworthy Element]"**
+> World-Renowned Physicians and Scientific Leaders Convene in Texas this April for IMA's 5th Annual Medical Education Conference
+
+**"[Adjective] New [Study/Finding]: '[Key Conclusion]'"**
+> Major New Study: "Measles Is Highly Treatable"
+
+**"[Status Quo Framing]: [What Actually Happened]"**
+> Status Quo Fights Back: Congressional Partisans Petition HHS in Attempt to Block ACIP's Review & Discussion of 'the Science'
+
+---
+
+## Newsletter Section Templates
+
+### Standard Content Block
+
+```
+[Emoji] [Headline — active, specific]
+
+[2-3 sentence summary. First sentence = what happened. Second = why it matters.
+Third (optional) = the twist, the irony, or the stakes.]
+
+[CTA Verb] Now »
+```
+
+**Good example:**
+```
+🔬 New Study Links COVID Vaccination to Cancer Signals
+— And the Attempt to Suppress It Backfired
+
+A major new review published in Oncotarget examines the temporal
+relationship between COVID-19 vaccination and cancer — and the reaction
+to its publication tells its own story. IMA Chief Scientific Officer
+Dr. Paul Marik breaks down the findings, the cyberattack on the journal,
+and what it all means.
+
+Watch Now »
+```
+
+### Conference Promotion Block
+
+```
+IMA [Year] [Event Name] — [Urgency if applicable]!
+
+[1-2 sentences: what, when, where.]
+[What makes it valuable: CME credits, speakers, hands-on learning.]
+
+🎟 Buy Tickets Now »
+```
+
+### Support Block (Newsletter Footer)
+
+```
+PLEASE SUPPORT HONEST MEDICINE
+
+[Concrete inventory of this week's output.] This is what independent
+medicine looks like [variation]. [No pharma variation.]
+
+If you've found value in what we do, your support helps us keep going.
+
+Please Support IMA's Mission »
+```
+
+---
+
+## Fundraising Email Templates
+
+### Match Campaign Structure
+
+```
+[Emotional headline]
+[Donate CTA button]
+EVERY DOLLAR DOUBLED[!]
+
+[Pull quote — attributed to campaign leader]
+
+Dear {Person.name},
+
+[Problem — 2-3 sentences, personal and specific]
+[Pivot to IMA's response — 1-2 sentences]
+[Match mechanic — "right now, your gift will go twice as far"]
+
+Why Your Support Matters
+[3-4 bullet points: urgency + specificity]
+
+💙 Match My Gift Today »
+
+Your Gift Powers What's Next
+[4 bullet points: what the money funds]
+[Dollar-to-impact mapping if available]
+
+[Signoff — name, title, full credentials]
+
+P.S. [Match deadline reminder + bonus incentive + CTA]
+
+🌱 [Soft CTA variation] »
+```
+
+### Non-Match Campaign Structure
+
+```
+[Mission-driven headline]
+[Donate CTA]
+
+Dear {Person.firstName},
+
+[Story or problem setup — 2-3 paragraphs]
+[What IMA is building and why it matters]
+[The gap the donor fills]
+
+[Specifics: what donations fund]
+[Video embed or resource link if available]
+
+💙 [Donate CTA] »
+
+[Brief signoff]
+```
+
+---
+
+## Press Release Template
+
+```
+FOR IMMEDIATE RELEASE
+[Day], [Month] [DD], [YYYY]
+[Media Contact line]
+
+[HEADLINE IN TITLE CASE]
+[Subheadline — additional context, italicized]
+
+([City], [State]) — The Independent Medical Alliance [(IMA)] — a
+[coalition/national coalition] of independent [doctors/physicians],
+healthcare providers, and researchers — today [action verb] [what happened].
+
+[Context paragraph: the external event, policy, publication, or
+development that prompted this release.]
+
+"[Quote paragraph 1 — the principle at stake]," said Dr. [Name],
+[Title] of the Independent Medical Alliance. "[Quote paragraph 2 —
+the evidence or logical argument]."
+
+"[Quote paragraph 3 — the consequence of not acting / the way forward],"
+[continued/concluded] Dr. [Name].
+
+[Additional supporting details, data, or context. 1-3 paragraphs.]
+
+[Additional quotes from other IMA voices if relevant.]
+
+About [Speaker Name]
+[1-2 sentence bio emphasizing credentials and achievements.]
+
+About the Independent Medical Alliance (IMA)
+[Standard boilerplate — update as organization evolves.]
+
+Media Contact [email]
+
+###
+```
+
+---
+
+## Webinar Email Template
+
+```
+Watch Now!
+
+[Hook headline — question or provocative statement]
+
+[Context paragraph: who, what, why now. 3-4 sentences.
+Include one line of tension or contrast.]
+
+In this episode, you'll learn:
+[Bullet 1: Surprising finding or reversal]
+[Bullet 2: Practical rule or framework]
+[Bullet 3: Systemic insight or call to awareness]
+
+👉 Watch/Read Now To Get the Full Story
+
+[Nonprofit footer]
+```
+
+---
+
+## Section Writing Tips
+
+### Problem Setup (Fundraising, Blog)
+
+For IMA, problem sections should:
+- Be specific (name the disease, the policy, the institution)
+- Cite a real statistic or event
+- Pivot to solution within 2-3 sentences
+
+**Pattern:** "[Problem statement]. [Evidence of scale/urgency]. At IMA, [what we're doing]."
+
+### Evidence Presentation (Blog, Press Release)
+
+For each study or finding:
+1. **What was published**: Journal name, authors, study type
+2. **Key finding**: One sentence, plain language
+3. **Why it matters**: Clinical or policy implication
+4. **Where to find it**: Link or citation
+
+### Bullet Point Discipline
+
+IMA uses bullet points in:
+- Quick Links blocks (emoji + title)
+- "In this episode, you'll learn" (webinar emails)
+- "Your Gift Powers What's Next" (fundraising)
+- Key takeaways (press releases, blog posts)
+
+IMA does NOT use bullet points for:
+- Body copy in newsletters or op-eds (use prose)
+- Press release narrative sections
+- Opening hooks
+
+### Quote Selection
+
+IMA quotes should:
+- Come from a named, credentialed individual
+- Advance an argument (not just endorse)
+- Be quotable in isolation (for media pickup)
+- Include title + organization on first reference
+
+**Good quote pattern:**
+"[Principle statement]," said Dr. [Name], [Title] of the Independent Medical Alliance. "[Evidence or logical extension]."

package/plugins/ima-claude/skills/ima-copywriting/references/ima-transitions.md

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+# IMA Transitions & Connective Phrases
+
+Transitional phrases tuned for IMA's editorial voice. Organized by function.
+
+Adapted from IMA's published content patterns and the University of Manchester Academic Phrasebank.
+
+---
+
+## Setting the Stage (Newsletter Openers, Blog Intros)
+
+Use to orient readers and signal what's coming:
+
+- Here's what's new in Honest Medicine.
+- This week brought [number] studies, [event], and [development].
+- Also this week: [quick preview of secondary items].
+- Let's break this down.
+- Here's the short version.
+- Here's what we've been working on.
+
+---
+
+## Signaling Importance
+
+- Here's why that matters.
+- This is significant because...
+- The takeaway?
+- Here's the key finding:
+- Pay attention to this:
+- That distinction matters.
+- This changes the conversation.
+
+---
+
+## Introducing Evidence
+
+### Neutral attribution
+- A new peer-reviewed study published in [Journal] found...
+- Research from [Author/Institution] shows...
+- According to a [year] review published in [Journal],...
+- New data from [source] indicates...
+- A [type] study examining [N] participants found...
+
+### IMA researcher attribution
+- IMA Chief Scientific Officer Dr. Paul Marik breaks down the findings.
+- IMA researchers have proposed...
+- IMA Senior Fellow Dr. [Name] has published...
+- IMA President Dr. Joseph Varon responds.
+
+### Supporting claims
+- The evidence is consistent:
+- Multiple studies have confirmed...
+- This aligns with earlier findings from...
+- The data tells a clear story:
+
+---
+
+## Contrast & Pushback
+
+Use when addressing opposing claims, media attacks, or institutional positions:
+
+- But the science isn't always keeping up with the marketing.
+- That's not what the data shows.
+- The reality is more nuanced.
+- The implication is clear:
+- Here's what they're not saying:
+- Meanwhile,...
+- Yet this modest position was enough to trigger...
+- One imagines this context might be relevant.
+- But pay no attention to [the funding/the conflict/the timing].
+
+---
+
+## Connecting Sections (Blog Posts, Long-Form)
+
+- With that covered, here's what it means in practice.
+- Now let's look at the clinical picture.
+- That brings us to the real question:
+- The next piece of the puzzle:
+- Building on that,...
+- So what does this mean for patients?
+- Here's where it gets interesting.
+- The practical implications:
+
+---
+
+## Showing Cause and Effect
+
+- This means...
+- As a result,...
+- That's why...
+- The outcome?
+- Here's what happens when...
+- The consequence is predictable:
+- So,...
+
+---
+
+## Addition & Expansion
+
+- Also this week:
+- Plus,...
+- On top of that,...
+- There's more:
+- Beyond that,...
+- And it doesn't stop there.
+- What's more,...
+
+**Avoid overusing**: "Moreover" and "Furthermore" — they read as AI-generated when stacked.
+
+---
+
+## Concession Before Counterpoint
+
+- To be clear, [acknowledged truth]. [But/However]...
+- This isn't about [mischaracterization]. It's about [real issue].
+- No one is arguing [straw man]. The question is [real question].
+- [Acknowledged position] — but that's not the whole picture.
+
+---
+
+## Question-Based Transitions
+
+Useful for conversational tone and creating forward momentum:
+
+- But why does this matter?
+- So what can you actually do about it?
+- What's the catch?
+- Sound complicated? It's not.
+- Wondering where to start?
+- What does this mean for you?
+- Ready to take the next step?
+
+---
+
+## Urgency (Fundraising, Campaign, Event)
+
+- Right now,...
+- The situation could not be more urgent.
+- This match won't last forever.
+- Now is a great time to give:
+- We can't meet it without you.
+- Your gift today goes directly toward...
+- With your matched donation, we will:
+
+---
+
+## Closing / Wrapping Up
+
+### Newsletter close
+- If you've found value in what we do, your support helps us keep going.
+- This is what independent medicine looks like.
+- No pharma funding, no institutional strings.
+
+### Blog/article close
+- The full study is available in [Journal].
+- Here's what to do next:
+- For patients and practitioners seeking guidance,...
+
+### Fundraising close
+- With gratitude,
+- Thank you for standing with us.
+- I hope to see you there.
+
+---
+
+## Transitions to Avoid (AI Tells)
+
+These phrases signal AI-generated content and erode trust. Never use them:
+
+| ❌ Avoid | Why |
+|----------|-----|
+| "In today's rapidly evolving healthcare landscape..." | Overused AI opener |
+| "It's worth noting that..." | Filler; just note it |
+| "At its core,..." | Vague intensifier |
+| "Let's delve into..." | AI tell, overly formal |
+| "This begs the question..." | Misused phrase + AI tell |
+| "In conclusion,..." | Signals lazy structure |
+| "Moreover,..." (repeated) | AI stacking pattern |
+| "When it comes to the realm of..." | Bloated phrasing |
+| "That being said,..." | AI hedge pattern |
+| "Navigating the complexities of..." | Empty corporate speak |
+| "It is important to note that..." | Just note it directly |
+| "In light of recent developments..." | Vague temporal reference |
+
+---
+
+## IMA Signature Phrases
+
+Phrases that appear across IMA content and define the editorial voice:
+
+- "Honest Medicine" — IMA's tagline; use as a proper noun
+- "funded by people, not pharma"
+- "independent, evidence-based"
+- "patient-centered care"
+- "informed consent"
+- "the exam room, not the federal register"
+- "independent medicine"
+- "Your support makes [specific outcome] possible"
+- "You make our critical work possible."