Project Overview
One Health is a long-established hospital that introduced a telehealth subscription service. The marketing challenge was to shift perception from traditional hospital to modern, accessible, digital-first healthcare provider.
Objective
Build awareness for the new digital service, increase credibility, and create an online community that participates with and advocates for the brand.
My Role
Lead marketing strategist for the project. I developed personas, content pillars, platform recommendations, sample posts, brand guidelines, and a community response playbook.
Research & Discovery
The audience included HR managers, parents and caregivers, retirees, and busy professionals. Competitor research looked at digital healthcare brands and common themes like healthy habits, education, and accessible care.
Strategy
The strategy used different platforms for different audience needs: Facebook for families and retirees, Instagram for parents and professionals, and X for real-time reminders and professional updates.
Execution
- Created audience personas for four major groups
- Developed content pillars for education, convenience, humanizing healthcare, and community engagement
- Recommended platform-specific content uses
- Wrote sample post directions and brand voice guidance
- Built a community response approach for healthcare communication
Results / Projected Impact
The project produced a usable social media system for repositioning the brand and supporting telehealth subscription growth. Results are framed as strategic deliverables rather than live campaign outcomes.
Lessons Learned
Healthcare marketing needs clarity, trust, and empathy. The project helped me practice balancing promotional goals with responsible, reassuring communication.
