Patients of Tomorrow

Baptist Health: Marketing Strategy & Social Media

Project TypeMarketing Strategy | Social Media

RoleMarketing Strategy, Content Strategy, Social Media & Graphic Design

This project explored how Baptist Health South Florida could strengthen its connection with Gen Z through a more relatable, educational, and human-centered digital presence. I developed a cross-platform content strategy centered on healthcare education, mental health and wellness, myth-busting, and behind-the-scenes storytelling, with concepts spanning Instagram, TikTok, LinkedIn, podcasts, and long-form content.

Audience Research
Research identified an opportunity to connect with Gen Z as they begin making independent healthcare decisions. The strategy focused on their preference for accessible information, authentic communication, transparency, and digital-first experiences.

Strategic Direction

The strategy centered on credible expert voices, human stories, accessible healthcare education, and social-first communication. These principles informed recurring content series focused on intern experiences, myth-busting, mental health education, and behind-the-scenes stories.

Integrated Content Calendar

A month-long content system coordinated Instagram, TikTok, LinkedIn, and podcast programming, allowing individual stories and topics to extend across platforms rather than exist as standalone posts.

Podcast Content Calendar

The Pulse is a recurring podcast series designed to make healthcare more approachable through conversations with professionals, students, and interns. The calendar alternates between expert interviews and Intern Files, balancing healthcare education with personal stories and perspectives from those beginning their careers.

A screenshot of one of our videoed podcasts.

Intern Files
Intern Files brings student and intern perspectives into The Pulse, exploring their experiences, career paths, and transition from the classroom into healthcare.

A screenshot of one of our videoed podcasts.

Expert Interviews
Conversations with healthcare professionals translate expert knowledge into accessible discussions about health, wellness, and medicine.

LinkedIn Content Calendar

A professional content schedule designed to extend the campaign through expert perspectives, employee stories, and healthcare education. LinkedIn content also supports The Pulse through previews and highlights, connecting longer-form conversations with Baptist Health’s professional audience.

LinkedIn Content Examples

Sample posts highlight healthcare professionals and expert-led conversations, translating the campaign’s storytelling approach into a format suited for LinkedIn.

TikTok & Instagram Reel Content Calendar

A short-form content schedule designed to make healthcare education timely, conversational, and relevant to younger audiences. Recurring formats combine expert perspectives, intern experiences, myth-busting, and behind-the-scenes storytelling to make Baptist Health feel more approachable and human.

Short-Form Content Examples

Mini-mic interviews pair healthcare professionals, interns, and young employees with quick, conversational questions about health, careers, and everyday experiences.

Instagram Content Calendar

A format-based content calendar balances carousels, feed posts, and Stories across recurring themes including wellness, health literacy, myth-busting, and cross-platform promotion. The system creates variety while maintaining a cohesive and recognizable presence.

Content Development

A modular carousel system was developed in Figma to translate different healthcare topics into consistent, easy-to-navigate social content. Reusable layouts create visual continuity while allowing the structure to adapt across wellness, myth-busting, and health-literacy topics.

Myth-Busting
Uses a myth-to-fact progression to break down common health misconceptions into short, sequential information. baptist social media 1

Health Literacy
Breaks intimidating healthcare experiences, such as calling a doctor, advocating for yourself, and choosing between urgent care and the ER, into practical steps. baptist social media 2

Patient Preparation
Provides simple checklists and prompts to help younger patients feel more prepared for appointments, from what to bring to how to track and communicate symptoms. baptist social media 3

(Return to Projects)

Lillian Byrd