Building a consistent digital presence through healthcare marketing

Overview

Pine Integrated Health Centre is a multidisciplinary clinic whose practitioners include psychologists, chiropractors, acupuncturists and physiotherapists. I worked across social media marketing, digital content creation and communications to support the clinic's online presence.

The role combined strategic planning with hands-on execution, from developing content calendars and creating branded visuals to scheduling posts and collaborating with practitioners on campaign ideas.

My role and contributions

Social media strategy and planning

• Developed and executed the clinic's social media content strategy.
• Planned content calendars to organize upcoming posts and publishing.
• Brainstormed content and campaign ideas with practitioners.
• Aligned content with the clinic's communication and marketing needs.

Content creation and visual design

• Wrote social media captions and other written content.
• Created branded graphics and visual assets in Canva.
• Produced short-form video for social channels.
• Proofread for a clear, consistent brand voice across content.

Publishing, coordination and communications support

• Scheduled and published social media content.
• Coordinated marketing activities and related administrative tasks.
• Supported media relations by maintaining press contact lists and drafting media advisories.
• Developed internal communications such as newsletters and company updates.

Approach

Most content moved through the same rhythm: plan it on the calendar, shape the idea with the practitioner it features, draft the caption and design or film the piece, proofread for voice and clarity, then schedule and publish.

Because the clinic's practitioners are its strongest storytellers, much of the content puts them in front of the camera, explaining a concern in plain language or showing what a session actually looks like. AI-assisted tools (Buffer AI, ChatGPT, Grammarly) supported scheduling, drafting and editing, with final wording reviewed by hand.

Selected work

A selection of public posts from the clinic's Instagram, chosen from my time in the role. See more on @pine_health_yeg (opens external site).

Posts are embedded from Instagram and remain the property of Pine Integrated Health Centre. Practitioners featured are members of the clinic's team. If an embed doesn't load, use the link inside it to view the post on Instagram.

Skills demonstrated

• Social media strategy
• Content planning
• Copywriting
• Brand voice
• Canva design
• Short-form video
• Scheduling & publishing
• Practitioner collaboration
• Internal communications
• Project coordination

Reflection

This role required both creative thinking and operational discipline.

It gave me practical experience managing the relationship between marketing strategy and day-to-day execution: developing ideas, producing content, organizing publishing and collaborating with healthcare professionals. It also reflects the direction I want to keep growing in, combining storytelling, strategic communication and project coordination to deliver thoughtful, audience-focused work.

Evidence and limitations

About this case study: It's based on my résumé, my recollection of my responsibilities and publicly available posts. I haven't included performance metrics, audience growth or campaign outcomes because I don't have verified data to support them.