Social Media Strategy Refresh – Healthcare Industry
When I stepped into the role of Social Media Manager, my first priority was to evaluate the organization’s tools and strategy. The team was investing in an expensive platform that lacked the reporting capabilities we needed, so I vetted three alternatives, presented my recommendation to the CEO and leadership team, and implemented Sprout Social. With stronger reporting, I was able to analyze our audiences, identify engagement gaps, and set measurable growth goals.
Key Contributions:
- Platform Optimization: Researched, vetted, and presented three social media management options to leadership; secured approval to implement Sprout Social, reducing costs and enabling advanced reporting
- Audience & Analytics: Leveraged reporting tools to define audience demographics, set growth goals, and identify engagement gaps across platforms
- Content Strategy: Built a year-long content calendar incorporating healthcare themes, go-to-market strategies, and event promotions
- Messaging Alignment: Identified confusion between B2B2C and B2C audiences; shifted strategy to focus content on supporting providers as the primary audience, rather than patients
- Channel Strategy: Analyzed platform performance and reallocated advertising spend to LinkedIn and Instagram, where provider engagement was strongest
- Creative Development: Designed social media assets using Canva, ensuring consistent brand presence across channels
Results:
- Increased social media audience by 40%
- Improved engagement and strengthened alignment between messaging and the customer journey
- Optimized ad spend by focusing on platforms with highest provider engagement (LinkedIn, Instagram)
Video Marketing & Production – Healthcare Industry
I led and supported multiple video initiatives designed to drive engagement, build trust, and support revenue and brand goals across sales, customer marketing, and events. My role spanned concept development, interview strategy, on-camera production, cross-functional collaboration, and performance reporting.
Key Contributions:
Sales Enablement Video Campaign
- Revenue-Driven Content: Developed video assets highlighting the expertise and personality of the sales team to reduce friction in meeting bookings
- Integrated Marketing Approach: Combined video with landing pages, bios, headshots, and scheduling tools in HubSpot to drive conversions
- Performance Optimization: Used HubSpot reporting to measure engagement and iteratively refine the campaign, resulting in measurable sales impact
CEO & Customer Insight Video
- Thought Leadership Positioning: Produced The History of Saliva Testing to establish the CEO and customer as credible voices in the field
- Educational Marketing: Created accessible storytelling for a technical topic, pairing video with a blog post to extend reach and educational impact
- Audience Engagement: Strategically distributed through newsletters to nurture relationships, build trust, and provide ongoing value to customers
Tradeshow & Brand Video Production
- Brand & Experience Marketing: Designed video content to communicate company values, build credibility, and differentiate the brand at high-traffic events
- Integrated Campaign Support: Aligned tradeshow videos with broader marketing strategy to reinforce product messaging and sales enablement
- Trust & Relationship Building: Used visuals and messaging to establish authority and strengthen customer confidence in the brand
Results:
- Increased scheduled sales meetings by 25% through post-event video and email campaign integration
- Strengthened executive and customer thought leadership in saliva-based testing
- Improved customer education and long-term engagement through science-led video storytelling
- Elevated tradeshow presence with video assets designed to build trust and brand recognition
Strategic Partnership Webinar Campaign – Technology Industry
As Social Media Manager for an audiovisual distributor, I led the promotional strategy for a webinar series focused on the future of procurement in education and government during COVID. The series brought together expert panelists from key strategic partners, and the campaign was designed to maximize reach, engagement, and registrations through co-branded promotion.
Key Contributions:
- Co-Branded Content: Collaborated with SMART Technologies, NCPP, Logitech, Christie Digital, and Telestream to design branded webinar assets in Canva and distribute them across partner channels
- Paid Campaign Strategy: Developed and executed targeted paid social campaigns to increase webinar registrations and broaden reach
- Social Media Management: Used Hootsuite to schedule, publish, and monitor campaigns across multiple platforms
- Partner Enablement: Provided partners with ready-to-use assets and tailored messaging to ensure consistent promotion
- Performance Tracking: Implemented UTM codes to measure engagement by channel and partner, capturing campaign effectiveness
- Optimization: Analyzed performance data to refine messaging, identify top-performing partners, and inform future collaborations
Results:
- Increased webinar registrations through a mix of paid campaigns and partner amplification
- Expanded visibility by leveraging the reach of multiple partner networks
- Delivered actionable insights into channel and partner performance through UTM reporting
Kelsey Richardson 