Vancouver Coastal Health (VCH)

Social Media

Strategy | Creative Direction | Graphic Design | Copywriting

Background:

When I joined Vancouver Coastal Health (VCH) in late 2019, social media was being managed off the side of the desk by public relations team members. The landscape had become fragmented, with hospitals, programs, and teams creating their own accounts without oversight. One of my first major objectives as Regional Director, Brand and Digital Communications was to develop a comprehensive social media strategy and establish a dedicated team for daily content creation and channel management.

Strategy & Execution:

Leveraging my experience building social strategies at Edelman, I developed a structured approach to ensure we reached the right audiences on the right platforms while maintaining timely responses to public health inquiries.

I built and now lead VCH’s social media team, overseeing strategy, creative direction, and content development. Social media has always been a passion and a core part of my career, and as a leader, I believe in staying hands-on, regularly contributing to content ideation and execution to keep pace with the ever-evolving digital landscape. While my team manages day-to-day channel operations, I continue to provide strategic guidance, campaign direction, content development, copywriting, and graphic design support as needed.

Results:

In just one year, we achieved:

• First Health Authority in Canada to launch a TikTok account, earning 137 media hits nationwide

• Instagram grew organically from zero to over 38,000 followers

• TikTok account grew organically to over 2,500 followers

• Twitter and Facebook followers saw increase in over 250%

• Most importantly, engagement increased by over 1,215%, and link clicks rose by 614%

Content examples:

The sample below is just a tiny fraction of some of the social media content and campaigns I’ve helped to develop for VCH.