When I joined Hoag in late 2024, I got right to work — auditing every platform, untangling content systems, and rebuilding the structure for how we showed up on social. By the start of 2025, the foundation was set. It was time to scale.
But not by posting more.
What followed was a purpose-driven, platform-specific strategy that aligned with the principles of modern, intentional social media marketing — reaching the right audiences with clarity and consistency.
Clarity with a View
But the work also had to feel local. Each piece of content was designed to reflect the rhythm of Orange County’s coastal communities — a balance of ambition and ease, health and lifestyle, precision and warmth. The goal wasn’t just to reach audiences; it was to belong in their daily scrolls, to sound like a voice from their own neighborhood.
Woven through quarterly brand campaigns, market competition, and both internal and external influencer opportunities, the scope was expansive. Yet the framework that emerged did more than organize content — it built a scalable, adaptable system for how modern healthcare brands can plan, produce, and distribute purpose-driven storytelling that meets people where they live, literally and digitally.
Quality by Design
In the final months of 2024 , the work slowed down — deliberately.
The flurry of posts and campaigns gave way to something quieter: the architecture beneath them.
We built what became known as Quality Content by Design. A system less about volume and more about discernment. Each idea was filtered through three simple questions: What’s the story worth telling? Does it meet a moment that matters? Can we bring it to life in a way that earns attention rather than demands it?
From there, the structure took shape — verticals that mirrored Hoag’s voice: education that positioned the brand as a leader, storytelling that humanized complex care, and inspiration that reminded people why it all mattered. Each pillar fed the others, creating a living ecosystem of content rather than a static calendar.
The framework was designed to hold its shape, but also to bend. As new campaigns, physicians, and real-world stories surfaced, the system adapted — expanding to include them, learning from what resonated, tightening where it didn’t.
