Femme Women’s Care Social Media Strategy & Management
Challenge
The women's healthcare landscape in LA lacked simple, easy-to-navigate, and personalized care options. Femme, a new Women's Urgent Care clinic, aimed to empower women by focusing on their health and aesthetic needs in a welcoming setting. The challenge was to create a comprehensive social media strategy that would establish Femme's brand presence, attract new patients, and engage the community effectively.
Launching Femme’s Social Media Presence
Partnering with a creative lead, we developed a robust social media strategy and a suite of supporting materials:
Brand Foundations: Created a brand playbook, aesthetic guidelines for social assets, a voice/tone guide, and a community management guide to ensure consistent and engaging communication.
Channel Strategy and Content Plan: Developed a detailed channel strategy and content plan for Instagram, Facebook, and Twitter, ensuring a cohesive and compelling presence across platforms.
Content Creation and Curation: Led the efforts in photography, content creation, curation, and copywriting to produce high-quality, engaging social media content.
Paid Social Management: Planned and executed paid social campaigns during key moments and promotions to maximize reach and engagement.
Community Engagement: Maintained an active presence on social media, leveraging Facebook groups to reach local audiences and using social platforms as a customer service tool to engage with patients directly.
Print and Digital Integration: Collaborated with a designer to create print materials, such as a mailer for Breast Care Awareness Month, and repurposed these assets for use on social channels. Additionally, produced print materials for marketing to further promote the clinic.
Outcome
The strategic initiatives led to significant success for Femme’s marketing efforts:
Established Brand Presence: Successfully created an aesthetically beautiful, on-brand presence on Instagram, Facebook, and Twitter from 2019 to 2021.
Increased Patient Engagement: Drove new patients to the clinic by leveraging social media, especially through targeted Facebook groups.
High-Quality Content: Produced engaging and visually appealing content that resonated with the target audience.
Effective Campaigns: Executed impactful paid social campaigns, increasing brand awareness and patient engagement during key moments and promotions.
Enhanced Customer Service: Utilized social media as an effective customer service platform, ensuring timely and helpful interactions with the community.
Comprehensive Marketing: Produced effective print materials for marketing, enhancing the clinic's promotional efforts.
Project Responsibilities
Created the overall social media strategy
Managed content and performed always-on community management and customer service
Planned and executed paid social media campaigns
Led creative efforts in photography and copywriting
Produced and managed social media assets
Produced print materials for marketing
Handled account management and analytics