One Health is a long-established New York City hospital undergoing a major digital transformation: Providing both one-time online doctor consultations and subscription plans (Personal, Partner, and Group). It covers ten medical specialties ranging from internal medicine to pediatrics and psychiatry. The overarching business objective was to modernize the brand and become a recognizable, trusted digital health provider. With the launch of its new online health consultation service, the organization needed to rebuild its brand reputation, grow awareness, and position itself as a modern, everyday digital health provider. Over two consecutive projects, I was responsible for developing both the organic social media strategy and the full paid marketing funnel for this initiative.
Across both achievements, my work spanned strategy, content development, analytics, and performance optimization — supporting One Health in shifting from a traditional hospital model to a subscription-based digital service.
Strategic Approach
Across the full lifecycle — from organic to paid — the strategy relied on:
1. Audience-Centric Messaging
Content and ads were mapped to patient needs, platform behaviors, and One Health’s internal guidelines on tone, accuracy, and ethics.
Content and ads were mapped to patient needs, platform behaviors, and One Health’s internal guidelines on tone, accuracy, and ethics.
2. Data-Driven Decision Making
Organic insights guided paid messaging (e.g., educational content performing best on Instagram; brand history posts on Facebook).
Website conversion rates and search visibility informed bidding strategies and keyword selection.
Organic insights guided paid messaging (e.g., educational content performing best on Instagram; brand history posts on Facebook).
Website conversion rates and search visibility informed bidding strategies and keyword selection.
3. Omnichannel Journey Design
Users entered the funnel through educational posts or videos, engaged through doctor-led stories, searched for consultations, and ultimately subscribed — supported by cross-channel consistency.
Users entered the funnel through educational posts or videos, engaged through doctor-led stories, searched for consultations, and ultimately subscribed — supported by cross-channel consistency.
4. Ethical & Accessible Health Communication
Compliance with One Health’s “Do / Don’t” list ensured accurate, inclusive, non-political, and non-elitist communication across all channels.
Compliance with One Health’s “Do / Don’t” list ensured accurate, inclusive, non-political, and non-elitist communication across all channels.
Project Scope
Organic Social Media Strategy
As part of the Neworks agency team, I designed a multi-platform organic content strategy for Facebook, Instagram, Twitter, and Instagram Stories, with clear engagement targets and a strong emphasis on community-building and educational value.
Deliverables included
Multi-platform social media strategy
Social media content pillars, content plan & calendar
Expanded brand guidelines for social media
Full client presentation and pitch
On-brand static and video content
Social media playbook & community management guidelines
Growth strategy and final case study
Growth strategy and final case study
The strategy aligned with One Health’s goals of increasing awareness, establishing relevance for its digital service, and building a loyal online community.
Content focused on educational posts, doctor-led health messages, and brand-transformation storytelling, supported by consistent visual design and cross-platform messaging.
Paid Marketing Strategy
Following the organic success, One Health commissioned our team to develop its first-ever ethical paid marketing strategy, designed to expand reach and drive subscription growth.
Key components included:
Full-funnel paid marketing strategy (awareness → consideration → conversion)
Facebook/Instagram paid social campaign (awareness)
Google Search campaign (consideration)
Keyword research and ad copy development
Audience targeting, messaging frameworks & creative assets
Funnel analysis, performance reporting & optimization recommendations
A/B testing strategy and results interpretation
Final client report and portfolio case study
The goal: increase monthly subscriptions by 30% through data-driven paid initiatives, optimized channel selection, and ethical health communication.
Outcomes & Impact
This project demonstrates my ability to take a client from brand repositioning and organic strategy all the way to full-funnel paid marketing execution. Working with One Health required a blend of content strategy, performance marketing, health communication ethics, and data analysis — ultimately helping an established healthcare brand modernize and enter the digital health space with clarity and impact.
Project-Related Presentations
