Science Simplified.
Science Socialized.
Social Media & Video Content Manager
“The world is changing. Your primary care doctor is no longer the only person with answers to your health questions. People are turning to Google, support groups, social media, and alternative medicine. They want trusted information and they want to feel empowered in their choices. Health should be accessible, understandable, and a path to a better life.”
—From 2024 Social Media Strategy
Video Content Strategy
Instagram Reels + TikTok + Youtube
Our audience was primarily people living with blood health conditions, often from lower income backgrounds. Because women are typically more proactive about their health, we placed a strong focus on female education. The goal was to meet people with content that felt empowering and accessible, while proving that science can be approachable.
A key part of this strategy was expanding into long-form educational content on YouTube (1+ minutes), which we then repurposed into shorter clips for Instagram, TikTok, and YouTube Shorts. This gave us space to go deeper on complex topics, while still delivering quick, easy-to-digest content across social platforms.
CYCLE SYNCING
Educating women on how to work with their period instead of against it
BEFORE + AFTER
Prior content lacked a relevant and polished structure. I introduced educational storytelling with an approachable yet firm tone, consistent visuals, and professional voiceover.
This gave our videos more authority and presence while still feeling accessible.
Sound is not available on video example but AI voice over was used.
WAYS TO INCREASE HEMOGLOBIN LEVELS
Actionable education to support our solution-oriented product AnemoCheck Mobile
SHORT FORM EDUCATIONAL CONTENT
The biggest goal for 2024 was to build community. Research showed people were feeling disconnected from traditional health systems. We wanted to show Sanguina was part of a new kind of healthcare: transparent, trustworthy, and empowering.
The “Drops” series already existed but needed refinement. I improved with:
Stronger hooks
Cohesive branding
More dynamic visuals
Consistent BRAND TONE
Example:
Drop: How does melanin affect Vitamin B absorption?
From the get-go we saw improvement in engagement → 529 views, 18 likes, 2 comments
Prior to strategy → 173 views, 8 likes, 0 comments:
Science-led storytelling
From Plate to Power: Carbohydrate Breakdown Education
I created a post that explained how carbohydrates become energy in the body. Using simple illustrations, new use of brand colors, and a little bit of wit, I made a complex process easy to understand.
Clear, empowering visuals
Tone that felt human and engaging
Brand identity used in new, creative ways
Added “3-minute read” button to connect to blog content
Impact: Engagement rose 1.5% from all posts from the month prior.
Dear Runner: Iron Levels Education
This reel was inspired by the cinematic feel a of sports ad, but flipping it on it’s head and showcasing body diversity and helping our audience feel seen and empowered. I used stock video and motivational messaging to create a piece that felt aspirational while still approachable.
Impact: One of our strongest performing videos with a 3% engagement rate.
My Take
“I believe trends can be powerful when they align with the company’s values.
They bring traction and visibility without heavy spend, But chasing trends for the sake of relevance rarely creates lasting impact.”
Be the trend.
AI was dominating conversation in 2024. Instead of forcing a meme, I created an original AI-inspired graphic using Adobe’s Generative Fill. It became our most liked and most viewed post.
Sprout Social’s 2025 Index backs this up: one third of consumers say it feels “embarrassing” when brands jump on viral trends without authenticity. The preference is shifting toward original, human-centric content.
AI Grocery Shopping Video
To extend our blog post on the DASH diet, I produced a short video that explained the plan in a visually original, easy-to-digest way. I also provided voiceover, saving costs while keeping brand tone consistent.
Impact: 7,700+ views, 82 likes, and a 5.7% engagement rate—well over our 3% goal.
Cross-Channel Funnels
The blog was our biggest driver of traffic, ranking on page one of Google for most posts. I worked with communications and SEO to align high-search topics with our social content.
I suggested embedding CTAs and visuals within blog posts to funnel readers to social. These featured:
CTA buttons (over 30% higher CTR than text links)
Previews of social pages and recent posts related to the article topic
Example: A blog post on menopausal hot flashes linked directly to a social video about natural remedies. This drove a 2.7% CTR.
We also experimented with more specific CTAs. Instead of passive “follow us,” we encouraged conversation. In a community often marked by difficult health experiences, this invitation sparked more positive commenting while lifting engagement.
Working inside a biotechnology company showed me the responsibility we carry when sharing health information. Every post, every video, and every piece of content has the potential to influence how someone understands their body or makes decisions about their care. I learned the importance of accuracy, accessibility, and compassion all while accomplishing the tasks at hand. That responsibility has shaped how I approach social storytelling and reminded me that behind every metric is a person who deserves truth and hope.