Healthcare Marketing, Brand Strategy & Visual Communication
Goshen Medical Center is a nonprofit community healthcare organization serving patients across Eastern North Carolina. With a large network of locations and services, the organization needed creative direction that could bring consistency, clarity, and warmth to its public-facing communications while still honoring the unique needs of each community it serves.
As Marketing Director, I led creative strategy and visual direction across multiple channels, including social media, print collateral, billboards, signage, website updates, photography, video production, and patient education materials. My work focused on making healthcare information easier to understand, strengthening brand recognition, and creating a more cohesive marketing presence across Goshen’s growing network of care.
Role: Marketing Director / Creative Director
Organization: Goshen Medical Center
Industry: Nonprofit Healthcare / FQHC
Focus: Brand consistency, patient communication, campaign development, visual storytelling, and marketing systems
Channels: Social media, print, billboards, signage, web, video, photography, and community outreach
Organization: Goshen Medical Center
Industry: Nonprofit Healthcare / FQHC
Focus: Brand consistency, patient communication, campaign development, visual storytelling, and marketing systems
Channels: Social media, print, billboards, signage, web, video, photography, and community outreach
The Challenge
Goshen Medical Center serves many communities, locations, and patient needs across Eastern North Carolina. With services ranging from primary care and pediatrics to dental, behavioral health, pharmacy, mobile care, and wellness, the organization needed marketing that felt clear, consistent, and easy for patients to understand.
The challenge was to create materials that felt professional and trustworthy while still being warm, accessible, and community-focused.
My Role
I led the creative direction behind Goshen’s marketing materials, helping shape the visual style, messaging, and strategy across multiple platforms. My role included campaign planning, copywriting, design direction, social media strategy, photography and video planning, vendor coordination, and internal workflow development.
My Work Included:
- Creative direction and campaign strategy
- Social media and content planning
- Billboard and signage design oversight
- Print and patient education materials
- Website and Google Business Profile updates
- Video production planning and visual storytelling
- Building marketing workflows and approval processes
- Social media and content planning
- Billboard and signage design oversight
- Print and patient education materials
- Website and Google Business Profile updates
- Video production planning and visual storytelling
- Building marketing workflows and approval processes
Creative Direction
The creative direction focused on clarity, trust, and community connection. I wanted Goshen’s materials to feel approachable and easy to understand while still maintaining a polished healthcare brand presence.
Across each platform, I prioritized clean layouts, patient-centered language, consistent branding, and visuals that helped communicate care, access, and reliability.
Selected Work
Social Media Management & Strategy
Social media strategy and creative direction deck developed to guide messaging, visual consistency, content themes, and campaign goals across Goshen Medical Center’s digital channels. I also led photography, graphic design, template development, reel editing, and Meta platform management, building a cohesive content system to support the organization’s growing digital presence.
Creative direction deck developed for patient-centered video storytelling and commercial production.
Commercial production plan snippet created to align the video team on story structure, visual direction, interview prompts, shot lists, production schedule, and post-production goals.
Billboards & Signage
Billboard concept designed to increase awareness of pediatric care access to care in Faison North Carolina.
Print & Patient Materials
Service-line campaign introducing Goshen’s primary care services across social and print platforms.
Creative Approach
The creative direction centered on clarity, trust, accessibility, and community connection. I used clean layouts, patient-centered messaging, consistent brand elements, and warm visual storytelling to make healthcare information easier to understand.
IMPACT
This work helped strengthen Goshen Medical Center’s brand presence across locations and platforms, creating a more cohesive, professional, and patient-centered approach to healthcare marketing. Before my role was established, Goshen did not have a dedicated marketing department, which gave me the opportunity to build the organization’s marketing strategy, creative direction, campaign planning, and brand systems from the ground up.
Through this work, I developed brand templates, creative workflows, marketing processes, and standard operating procedures to support consistent communication across the organization. These systems helped create a stronger foundation for future growth, allowing Goshen to better promote its services, support its locations, and continue reaching patients across Eastern North Carolina.
